WEBINAR: Measuring and Optimizing Your Engaging Networks Website with Google Analytics

Webinar Description

Learn from industry leader, Eric Squair, how to measure and optimize your engaging networks pages with Google Analytics.

Watch time: 58 minutes of awesomeness

Webinar Transcript

So welcome, everybody,

to the start of twenty twenty one,
as always, at Engaging Networks,

we do try and bring you content that we
think is going to be super useful.

Last year, we didn’t get to have Eric

present at ENCC Toronto because
ENCC Toronto didn’t happen.

And so we thought it’d be a really great

idea to bring Eric in and talk
about Google Analytics.

We’re getting more and more questions

coming to us on the account services side,
on the client support side.

So Eric, two weeks ago actually did

a brown bag for just
the Engaging Networks team.

That went really well,

we thought it would be great to kind of open
it up to clients to broadly talk about

how to measure and optimize your Engaging
Networks website with Google Analytics.

So Eric’s going to be taking us through a
presentation today on this.

So, hey, Eric how you doing today.

Hey, everyone, thanks so much
for the intro I’ll take it from here.

As Ben mentioned, we’re doing a presentation

on measuring and optimizing your Engaging
Networks website with Google Analytics.

This is a picture of my local
park as Ben mentioned.

Im in Toronto, Canada, so we have
about eight inches of snow outside.

I hope where you are,
you’re staying safe and warm

in this kind of crazy year.

Well, ridiculous year.

Let’s say.

Let’s get started.

We’re looking at Google Analytics and how

to use it with your
Engaging Networks website.

I’m Eric Square, I run a

Web analytics consultancy out of Toronto,

lots of clients have used
Engaging Networks for quite a few years.

So this is

looking at how it can sort of.

The value of Google analytics
and an overview of how to use it,

I’m going to launch a poll in a moment,
which is there we go.

And it’s asking you

to get a sense of how often you use it.

And this will give me a sense of

how to present the slides
that I’m presenting.

So in terms of how many people

your familiarities.

So I’m going to give
maybe 10 more seconds to answer that,

three quarters of you have voted, so
let’s close it soon.

80 percent have voted in the poll.

I got it for you.

Let’s go and let’s present the poll
as well, just so I can see.

All right.
Share results.

OK, so 15 percent have never used it.

Hoping this be give you a sense of what,

why you might want to start using it.

But a third almost never look at it.

This is great.

Forty two percent of you find features

confusing and you use it regularly
but find it confusing and

but seven percent of you have
some pretty advanced questions.

I’m going to go and

say I use Google Analytics every day and
there’s things that I’m confused about.

If Google Analytics, I have to say,
if Google Analytics doesn’t make you feel

stupid, you kind of might
actually be stupid.

So don’t you know, it is a big don’t worry

about finding it confusing
just by definition.

It is a

it is a complex tool.

I’m hoping to break down
the complexity for us today.

Today, we’re going to cover
can we close that poll?

For some reason?
I can’t seem to.

What they see, I can’t seem to.

All right.

I did think I closed it.
Are you still seeing it on your own?

Yeah, no, it’s it’s more my set up.
One moment here.

Sorry folks, no worries

while Eric is getting kind of readjusted

here, please drop any questions into
the Q&A that would be very beneficial.

Allows us to kind of track questions.

If you throw into chat, I may ask
you just to put it in the Q & A

so thanks so much.

All right.
Back to normal today.

We’re going to cover why you would
want to use Google Analytics.

And jump into some of the questions
that it answers, so why use it,

who’s coming to our site, what’s popular?

Once they get there?

We’ll look at how you measure that.

What’s the impact of our outreach,

your outreach via email,
your outreach via ads or social media?

And finally, how can we optimize
our fundraising and advocacy pages?

Those these are the things that people
commonly use Google Analytics for.

And we’ll we’ll dive into them

a little bit on each of them, what’s
involved and what you’re looking for.

The key metrics that you’re generating

with Google Analytics,
don’t worry about writing everything down

Ben might send around the slides

afterwards, but you can
always download them here.

Everything covered today

at this link that goes to my site.

You can sign up, you get the slides there.

And this is also a sign up.

I’m working on a sort of expanding on this

presentation, a guide to using
Google Analytics with Engaging Networks.

It’s coming out in the spring.

If you get the slides from today, I will
send you that guide as it launches.

So here we go.
Further delay.

Why you would want to use Google Analytics
and these are kind of the top questions.

This is kind of the if
you are running an online

campaign or an online program,

these are the questions that Google
Analytics is really good at solving.

It’s not the only way to answer these
questions, but it is free, as you know.

It’s widely used.

It’s relatively accessible.

Anyway, at the top is what
content on our site is.

The most popular second would be
what brought visitors to our site.

Was it social ads, email,
that kind of thing?

Third, what is the impact of our outreach?

You folks send out a lot of emails.

You probably run ads,
you have a social media


And what is its impact?

How many dollars does it raise?
How many people?

How many people does it
bring into the site?

How many new people,
what kind of questions?

Google Analytics has many of the answers.

Finally, how can we optimize our
fundraising and advocacy pages?

So by that, I mean, you know,

of the people who see our donation pages,
how can we make sure that more people see

them and people end up donating or
taking the action we’re asking.

So on the right here,

this is a bit of a pyramid,
reverse pyramid, I guess, at the top.

What content is most popular is quite

quick to answer, and I’ll
show you why in a moment.

And as we go down these questions,

they get what is
there’s more Google Analytics set up

required for each of these sort
of more time and energy on your part

to answer these questions.

So this will make a little
more sense at the end of this.

But suffice to say that some of these
questions are very quick to answer.


are much more involved and they require a
set up of Google Analytics, basically.

So let’s start.
Google Analytics is a Web based tool

that records anonymously all
visits to your Web site.

And so what that means is that the
website, a Web based tool like Gmail,

you log in and you see your Google

and your website performance
and it records an incredible amount

of information where what
country and even city that people are

based in, what their
browser is, what their

computer operating system is,
what their language settings are.

But it’s all anonymous information

and there’s no first names,
email addresses, et cetera.

So it’s all anonymous information
and it’s visits to your website.

This is a really basic pie chart.

And what I like about this is it shows you

what what is bringing people to your site.

You can see search traffic,
people on search engines,

referral traffic, people following links,
people coming directly to your site.

And then the last part is campaigns, which
is essentially your outreach efforts.

What I like about this is it kind

of demystifies, you know,
people come to our Web site,

Google Analytics can show you
what is working and what is not.

How is your search engine optimization
doing what incoming links are bringing in?

So it really gives you a baseline

for understanding your
performance of your website as a whole.

That’s kind of why I include that slide.

Google Analytics is also some code you

place on every page of your site and then
adjust to track specific behaviors.

So this answers a question.

People say, hey, can I track
my Facebook page with Google Analytics?

If you can’t place the tracking code

on your Facebook page,
you can’t track your Facebook page.

You can track traffic from your
Facebook page to your site.

But it’s it’s important to remember

that you can’t track everything
with Google Analytics.

If you can’t place the code
on what people are visiting, you can’t

track it.

Similarly, if the code is missing
from a page or a section of your site.

You won’t be tracking those.


sections of your site,

finally then you adjust to track
the specific behaviours that you want.

So, for instance, you can do very,

very granular tracking of how many people
click which buttons on a page

that requires some adjustments
to the code on the page out of the box.

Google Analytics won’t do that.

Very detailed click tracking how many
people clicked on our donate button.

You can get a sense of it,
but you really want to know you want to

take a bit more time to set
up your Google Analytics.

Finally, this is the last slide I want.

Google Analytics is tracking the source

of conversions for most Engaging Networks
clients, sign ups and donations.

That’s really the super power
of Google Analytics.

So that’s the real value.

And here I’m showing you

this is an actual

account data, but where donations
are coming from for a particular

Engaging Networks site,
how many are coming from your email list,

from Facebook, Twitter,
from online ads and search engines?

Of course, you can dig deeper into this
and say which email brought in

that data.
Now you have this in your

Engaging Networks account, but
if you’re using tracking IDs,

but this is sort of another layer
of information,

especially if you are using, say,
a WordPress site with your

Engaging Networks gives you
a holistic view of your entire site.

All right.
So let’s get into it.

Questions answered.

This first one who’s coming to our
site and what content is most popular?

As I mentioned, this is
very quick to answer.

And basically it’s answered as soon as you

have the tracking code on every page
of your site, you can go in and say,

you know, where people coming from,

what what states,
what browsers are they using?

Are they returning that kind of thing?

And what pages are they spending the most?

Are they viewing the most?

That is answered as soon as you have
tracking code on every page of your site.

So Google Analytics automatically records

a page view every time someone loads
a page with tracking code on it.

So that’s that page view metric.

It’s the basic
unit of Google Analytics tracking.

And here’s something to understand about
Google Analytics, one of the key concepts

is that Google Analytics does that not
every sort of measurement tool does

is it automatically records what
brought people to the site.

As soon as you have code on your page,

it starts telling you what brought people
to your site and it puts this data

in dimensions called
a source and the medium.

Now, this might seem familiar to you,

but it’s just something if as you sort
of learn more about Google Analytics,

this is such a key piece of information
and it basically shows you here,

this is a site that does very well
with search engines.

You can see 68 percent of the traffic

to this site comes from what’s
called Google Organic.

The source is Google.

The medium is organic.

Organic doesn’t mean chemical free.

It means that it is just basic search,
not paid search.

So people using the Google search button,

not clicking on an ad,
but clicking on search results.

That brings 70 percent, 68 percent
of the traffic to this particular site.

Similarly, direct is people
coming directly to the site.

Google doesn’t know exactly
what brought them in.

They might have typed in the URL,

but they come directly to the site
Bing search here.

Facebook brings in a tiny amount,

similarly, got an email
tracked there, etc.


So this idea of every visit to your site
has a source and medium attached to it.

It’s a bit like using Engaging Networks
tracking IDs,

except that this is by default
on every one who comes to your site.

So it gives you it sort
of expands the amount of of

information you have about what’s
bringing people to your site.

All right, so.

This is a, I promise to Dashboard’s.

These are the dashboard’s,
this Bitly link, which I can chat out.

Maybe Ben can do it,
I can certainly do it.

But essentially,

if you are logged into your Google
analytics account

and you click on this link,
a prompt will pop up to say,

do you want to add this dashboard
to your account and which website do

you want to track choose the property
you want to add it to one click.

This will start populating with data.

It’ll actually I shouldn’t say
it’ll show you your data right now.

It will be retroactive.

And it’s just a very quick overview
of some of the key questions you can ask.

How many visits do you get?

What brought them in?

What were the most viewed pages?

What were the landing pages?

Most people think that people come

in through your front
page is rarely the case.

It’s usually

the vast the majority of traffic comes in,
not through your home page.

So this is a really quick dashboard
that assumes you have code on your site,

Google analytics tracking
code on your site.

This dashboard will give you a sense of.

That question where people coming from,
what content is most popular,

so I encourage you to check that one out.

That’s about all I will
say on that dashboard,

is a good time for questions.

We’re just going to recap.

So the idea of why using Google Analytics,

what content is the most
popular what brought visitors to the site?

Super quick to answer if there’s
a dashboard soon as you put.

Code on your site, you’re set, let’s
take some questions that are related.

We’re going to take a lot
of questions at the end.

But is there anything that’s related

to this that what we just covered
directly related to that?

So I think we can do one or two things,

you can open the Q&A and read do them or I
can just read you the questions and you

can let me know if you want
to answer them now or later.

Yeah, I’m just going to look at the ones

that are directly related that we’re
not going to cover later.


that that yet, uh.

Yeah, so we’re going to.

So Alexa says, how do we get that link
to the dashboard, simply that Bitly link

that Ben put out there

if you’re logged into Google Analytics
and you click on that,

your Google Analytics should
open and allow you to add that.

And someone asks a pretty specific
question around geographic view.

The value not set.

Yeah, that’s essentially masking ips,

it’s you know, as you probably know,
privacy is becoming much, much more

prevalent for people.

There’s no quick fixes for.

Not being able to track geographic data.

I wish there was.

All right, let’s go on.

As I say, we’ll all take a ton
of questions at the end.

And I have seen your questions
and we can take them at the end

if they’re not answered by
the rest of this presentation.

Second part is the second question.

And the you know,

the real superpower that Google Analytics
has is what I call marketing measurement.

And it asks the question,
what is the impact of our outreach?

Now, there’s certainly
other ways to do this.

You have reporting on your Facebook ads.

You have reporting on your Google ads.

But Google Analytics, again,
it gives you sort of a holistic view,

allows you to compare the different
channels, different ways of

getting people to your site,
mainly email, social media ads.

It also allows you to track
your organic search traffic so you can

compare if we spend a certain amount
on our search engine optimization,

how does that compare to running ads,
that kind of thing?

Over time, you can answer those questions.

So the key to this, and this is one
thing that can confuse a lot of people is

adding some information to each link
that you send out that you want to track.

So email, social media
and ads in particular.

You want to add a little bit
of information to those links.

They’re called campaign tags

and they tell Google Analytics
which link is being clicked.

Now, they they act almost exactly
like Engaging Networks tracking IDs.

So they’re they’re
pretty much the same process.

You’re adding a bit of information.

And then Google Analytics can tell

which email was clicked, which ad
was clicked, which tweet was click.

Whenever you

are linking back to your website
in an email, a social media post or an ad,

you add these tracking codes
and then you can tell what brought people

to the site and what, for instance,
you know, whether they donated or not.

So there was excuse me, there was
a question around constant contact.

That’s exactly it.

You’re looking at what are often
called UTM codes or campaign tags.

And that’s the feature you’re going to I
can’t remember off the top of my head.

If constant contact
automatically adds UTM codes,

I get the sense that it didn’t
I it’s in my notes somewhere.

I compared all the platforms a while ago,
but essentially these UTM are campaign

tags is you’re adding like
four bits of information,

a campaign.
So if the objective in the time frame,

so let’s call it end of year fundraising,
twenty, twenty one

and all your tweets and emails and ads
will have that same campaign name

and then you can compare the effectiveness
of each of the messages.

Then the method of communication
is also in there.

So it’s the medium, is it cost per click
ads, is it social media is an email.

The audience is the source.
So is it Google?

Is it Facebook, is it
your email subscribers?

And then the specific message.

So which email it was.

Which ad version it was
now Engaging Networks.

You know, thankfully,

does this automatically for your emails

when you’re using tracking IDs,
it adds it does this UTM tracking.

So you should have as long as it’s
enabled, you should have

a rich source of this campaign data
already to start to work with some of your

other sources of outreach
like social or ads.

You want to make sure if you really want
to use Google Analytics SuperPower’s,

you’re going to want to make sure
that these UTM codes are tracked.

All right.

So that’s that is that and essentially
this is what it looks like.

There is you know.

There’s a website link and we add this
UTM source information, there are two.

Tutorials I have on my site about how
to track a Facebook post and a generator

sheet, it’s a Google sheet
that generates these UTM codes for you.

So those are things that you can
go check out to.

Essentially, the thing to remember is that

adding a bit of information similar

to tracking IDs that allows
Google Analytics to track the data.

If you’re having trouble with your

UTM tracking a couple of things to know.

The tags should be consistent,
including case sensitive.

For instance, if you write e-mail in all
caps on one UTM tag and then the next

message, it’s all lowercase
Google analytics.

The data will still be in there, but it’s
not as quick to make a an automatic

report on that.

So they should be consistent that you

should use the same names,
the same spelling,

the same case.

Most ad platforms and email
Engaging Networks, for instance,

can automatically ad campaigns
if they’re set properly.

And again, that’s a setting

Engaging Networks that will use your
tracking IDs to also set up UTM text.

That’s one of the great things about

tracking your emails in Engaging Networks
that it’s all done for you.

Finally, don’t do not add UTM codes, don’t
track links or buttons on your site.

I see a lot of organizations do this

and it actually works
the opposite way that you want.

You say, well, hey,

if I can track this donate button
with UTM tags, that’s great.

I can know how many people click on it

and make a donation, but it actually
sabotages your Google Analytics.

I have a post on that on my website.
I should maybe

put it in the link if people are
curious about it,

that essentially sabotages your Google
analytics because it restarts the visit.

So, you know,

somebody clicked on the button
on the donate button before they donated,

but you don’t know what brought them
to the site in the first place.

And that is.

The key value of Google Analytics,
if you recall the source and medium,

like one of the key insights
that Google Analytics gives you,

getting into the weeds here a little bit.

But essentially, if you have and actually

here’s another dashboard that you can use,
similar to the first one.

If you click on this Bitly link and you’re

logged into Google Analytics, it’ll
be added to the account you specify.

And what this is doing is picking up

on any UTM tags,
any campaign tags that you’ve used

in the past, be it
from Engaging Networks emails, etc, etc.

And it’s if you’ve got goals set up,
which we’ll talk about in a moment,

it’ll give you a sense it’ll start to give

you a sense of the effectiveness
of your campaigns.

So again, similar to Engaging Networks
tracking IDs, but it’s.

For your entire website,
be it a WordPress site working

with an Engaging Networks site,
be it non conversions like PDF downloads,

that kind of thing, that’s the kind
of thing that you can track.

So that campaign dashboard is there

and is available with one click.

So super quick recap why
we use Google Analytics.

You know, this second question,
what is the impact of our outreach,

our email, our ads and our social
in particular this marketing measurement,

Google Analytics is a very powerful and
flexible and accessible tool to do that.

And so that’s kind of this

the second big reason to
use Google Analytics.

All right, any really
quick questions related to

measuring your marketing or UTM tags,
I’m gonna look at the Q&A.

Yeah, what if we send emails
through constant contact?

Can we place a tracking code on those?

You could do it manually.
I can’t recall.

As I say, I looked at all the major email

platforms a while ago and I think constant
contact didn’t do it automatically.

So in some ways, you’re better

off using Engaging Networks
in terms of trackability.

What’s the difference between referrals
and campaigns and in our campaigns?

we include a link.

So what’s the difference?

Yeah, that’s a really good question.

So referrals,
if we don’t if we simply have a link,

Google Analytics doesn’t always have
a sense of what brought that person in

and and there’s no campaign
name associated with it.

So it’s not.

So Google Analytics will certainly track
when somebody clicks that link and they’ll

call it a referral from, say,
Facebook, but it won’t know.

Was this like an or was this an ad
or was it an organic post kind of thing?

So a referral is simply somebody following
a link that doesn’t have the proper

doesn’t have any UTM or campaign
tags on it or referral.

Somebody follows a link.

It becomes a campaign when you are

adding these

UTM codes to it, the campaign name,
the medium and the source.

The content is optional.

As soon as you have a campaign

name, medium and source,
it stops being a referral,

some vague referral from Facebook and you
know which Facebook post it was

and whether you paid for it
or not, that kind of thing.

All right.
So good question.


what’s the best filters to use and gauge,
analyze UTM codes,

that dashboard will start,
but essentially the so someone is asking

the best filters to use to analyze UTM
source codes while measuring impact?

I wouldn’t say it’s filters.

I would say it’s more
of reports where tomato, tomato

and essentially under in Google Analytics,
under acquisition,

there’s something called campaigns
and those are those standard reports

that will give you a really good sense
of what your campaigns are doing

and which channels
email ads social are contributing.

So it’s so it’s more of the standard

reports under acquisition
campaigns on the left hand side.

Why might our source of visitors have such

a high percentage in the none category
using that dashboard view you shared?

That’s a really good question.

Essentially direct none is

Google Analytics saying I don’t have
a sense of where people are coming from.

I just don’t know what it is
because Google Analytics, you know,

was designed for mobile apps.

So, you know,
any kind of traffic from apps is usually

Google doesn’t know
where it’s coming from.

And that’s why we use UTM codes.

If you have a very high
amount of direct non traffic,

the source of medium is just direct and
has no idea where it’s coming from.

It’s a really good idea to use these UTM
codes because then as soon as they click

on the link, Google Analytics
knows where they’re coming from.

Hope that makes sense to people,


Just quick,
somebody asked a question about

Engaging Networks and adding
Google Analytics to your pages.

I’m sorry, I actually dismissed your

question when I meant
to type an answer to it.

But if you look in the chat,
you’ll find adding to your pages.

It’s the support article there.

And of course, if you get stuck,
you can reach out to the client support

team to assist you in kind
of how you set those in there.

But you’ll need to add
them to your templates.

Yeah, we’ll talk a little bit about that.

That’s a great question.

I’m going to just
in the interests of time.


we do have about 25 minutes left, so, OK,
so we do have a bit of time here, so,

yeah, so this is a question
Dana asks, are you using the same

Google analytics code for regular
website pages as the give domain?

pages or do you separate them out?

I’ll answer this question at the end,

it’s essentially probably what you’re
asking about is cross domain tracking.

It’s a really common issue
and and will sort of get to that

cross domain tracking when you’re
moving from one website to another.

And it’s most easily solved
by tag manager, Google Tag Manager.

I’ll give you a bit of sense
about that in a moment, Dana.

So Engaging Networks tracks link clicks.

Anonymous attendee asks

Engaging Networks tracks, link clicks
and conversions through tracking links.

What’s the advantage of using Google
analytics in emails as well?

Very good question.


why would you want to add
these UTM codes as well?

Simply because Engaging Networks
will track a set of conversions

and and only when they’re occurring on an
Engaging Networks site, which is great.

That’s what it does well.

But many of you are using

an Engaging Networks site with a WordPress
or a Drupal site,

and Engaging Networks tracking IDs won’t
track those conversions

that happen on the WordPress or
Drupal or some other platform site.

So what Google Analytics does is sort

of expand that functionality
of tracking IDs to every

Web property you have,
be it Engaging Networks or not.

So it gives sort of an
umbrella of this data.

So say you had a conversion on people,

you know, taking an online quiz that is
not on your Engaging Networks site

or downloading a PDF that is not
housed on Engaging Networks.

Google Analytics can tell you that

can tell you how many
from a given email or a tweet or an ad.

So that’s a long answer to this question.

Catherine asks, Should we have a different

property for every page and form
can just based on a template?

I think what you’re asking is I would

I think what you’re asking is
putting the code on a page.

And I would suggest that you have one

tracking code for every
page on your domain,

be it an Engaging Networks site or
a WordPress site or a Drupal site.

I’m going to talk about it sounds like we
want to talk about cross domain tracking

at the end, I have one slide or
two slides to figure that out.

So let’s leave that to the end.

But essentially, you don’t want
the fewer properties, the better.

I have clients who have dozens
of properties over the years.

It’s kind of like Lord of the Rings.

One code to rule them all is
basically the way I go for nerds.

That just means less
is served for Noners

that means that one tracking
code is better than than many.

And it’ll allow you to track
between all your Web properties

OK let us…

You want to shift in.

We can take more questions.

Yeah, there’s one more break before

we finish this final question.

Sort of in the hierarchy of value

that Google Analytics provides is
what we could call site optimization.

This question of how can we optimize
our fundraising and advocacy pages?

So, again, Google Analytics isn’t
the only tool that does this.

It’s probably the most accessible
in cost and in sort of documentation.

But the answer to that is to send a bit
of extra information to Google Analytics.

And for Engaging Networks folks, you know,
right off the bat,

that’s petition sign ups or any online
actions you do and then donation details.

If we set up our code on our page
to send that information

to Google Analytics,
it starts to give us data to understand

of the number of people who come
to the petition page, how many complete it

and where do they come from and how
can we get more of them?

How can we run a test of two different

petition pages to see? Now, a lot of that
data is in Engaging Networks, but again,

Google Analytics sort of expands
the dataset beyond the tracking.

Similarly, donation pages


Google Analytics can give you a sense

of people’s paths through
the site before they convert.

The idea of convert being someone who does
what you want them to do on your website.

In this case, sign up for
sign up for an online action or donate.


Let’s look here.
So essentially,

Engaging Networks has done a fair amount

of work to make these easy to do,
both tracking donations and and online

action sign ups to your
Google analytics, there are

essentially that extra information
to send to Google Analytics is set up,

is available for you to do.

And one of the best tools to do that
is something called Google tag manager.


it’s a free tool that can be used

with many different technologies,
not just Google.

And it manages tags,
which are bits of code you place on your

site to send information
to different platforms.

Google Analytics is obviously one of those

Facebook ads,
Google AdWords ads or Google ads, ads,

Wiland, Quantcast, et cetera.

So any time you’re adding tracking codes
to your site, Google tag manager,

it’s probably one of the fastest
and best ways to do that.

Really at it’s at the heart.

It enables more sophisticated
tracking in a fraction of the time.

So if the question we’re asking is how can

we optimize our fundraising and advocacy
pages? And the answer is send extra

information to Google Analytics
by tweaking the codes on your site,

the logical tool to use
is Google tag manager.

And so essentially, when used properly,
it will send things like

a donation has occurred.

And it’s a it’s a one time or
it’s a sustainer donation.

This is the amount and this is roughly
what brought the person to the website.

So you send that information
to Google Analytics.

Over time, you can say, oh, wow,

most of our,
you know, sustainer donations,

they come from this type of email,
this type of ad or organic search,

and you can start to understand
and optimize your site for that.

Google tag manager makes it quick and easy
to set up and send the right information

to Google Analytics or other platforms,
for instance, Facebook ads.

You know, if you run Facebook ads,

you know that, you know, custom
audiences based on people’s behavior

perform a lot better than
just casting a wide net.

And Google tag manager can be

really, really helpful in creating those
custom conversions and custom audiences.

So it’s not just a Google tool.

It’s useful for almost, you know,

for most of your marketing, tracking
almost any of your marketing tracking.

So essentially, this is what we
this is when we were facing this problem

of how do we send the right information
to the right platforms, Facebook ads,

Google ads or Google Analytics
before tag manager came along.

And this was the process we started
at at the at the ten o’clock position,

the person in charge of marketing collects
the tags, all the scripts that they want.

They email the web developer who places
the tags on the relevant pages.

The marketing person has to test them

to make sure that the that you’re
tracking what you want to track.

And they’ll inevitably have feedback
for the web developer who has to take time

out of their day to make sure
the tracking is working.

And then

changes are requested
in the whole cycle starts again.

And it’s a lot of emails
and phone calls and meetings.

And if you’re not lucky
and this tracking your website becomes

involves a lot of people
and a lot of time,

I would say wasted.

Tag manager is essentially
the web developer places tag manager code

on every page of your website
be it your WordPress site

be it your Engaging Networks pages
every page has tag manager on it.

And then the marketing person
and the vendor can

put the relevant tags on the relevant
pages and test that they’re working

and fix and sunset them
when it’s appropriate.

So the web developer is not part

of the loop every time you want
to change the tracking on your site.

That’s kind of why tag manager,
in addition to being allowing you to do

much more sophisticated
things than you could do.

This is why tag management is a good idea,
allowing you to put the proper code

on the on the pages getting
deep into the weeds here.

But I just wanted to make you aware of tag

manager and how useful it is to any of
the things that we’re talking about here.

And it’s a free tool that allows you to do
much more sophisticated tracking

and answer that last question
about site optimization.

One of the one of the things that you’re

going to want to do is e commerce
tracking, which is a Google analytics.


that I hinted at before,
this idea that it sends detailed donations

and sales data to Google Analytics,
obviously no personal information,

no credit card numbers,
no names, et cetera, et cetera.

But really what it says is
a donation has occurred.

It’s you know, it’s a monthly
it’s a sustainer or a one time.

And it came from this email or this ad.

That kind of information over time
allows you to see things like this.

This is a standard e commerce report.

So e commerce conversion rate is of all

the people who visit your website,
how many of them end up donating,

how many transactions,
how much money was raised?

What was the average order value?

And of course, this is sort
of the tip of the iceberg.

You can really dig down and say
for a given page, you know what?

How much was it raising and what brought
what brought those donations in.

So that kind of optimization,

that’s the really starting point
to optimizing your donation is

understanding, you know, your
performance and e commerce tracking is.

You know, it it fleshes out some

of the Engaging Networks data you already
have allows a flexible view of it.

So e commerce tracking it tracks
donations with dollar value.

When you pair it with UTM tracking,

it can help help calculate things like
a return on investment, on your outreach.

It’s helpful,
but there’s a more granular data,

which is another feature
of Google Analytics that’s a little more

involved to set up, which is
called enhanced e-commerce.

And just going to tease to it here.

And it’s essentially
allows you to identify

custom tracking throughout your site.

This is is quite advanced,
but it essentially treats your donation

pages like a shopping cart
for a for an e-commerce site,

gives you very granular data
on who sees your donation pages.

How many of those people drop off?

Do you want to, you know, do remarketing
ads for those people, that kind of thing?

Enhanced e-commerce tracking allows
you to create a dashboard like this.

You know how many people viewed a
specific page, how many donations?

What’s there,
the conversion rate of that page? How many

people got through the different parts
of the form? So people are always

concerned about form completion
and this gives you that that data.

So that’s enhanced e-commerce,
not for the faint of heart.

It’s pretty involved to set up
a few minutes left.

So that idea of we started off with

answering the questions
that are quick to answer.

We’re now sort of deep
in the weeds of Google Analytics.

How can you optimize your
fundraising advocacy pages?

As I mentioned, it requires
a significant investment of time

and set up.

But that starts to answer that idea

of page optimization,
you know, optimizing this form.

You want to know what the rate was
to start and and how to improve it.

One thing, enhanced e-commerce

and Google Data Studio,
that’s how this report was created.

Data Studio is
another free tool from Google Analytics,

allows you to give to create
data visualizations in a very

again, not just as Google data, but it

gives you allows you to create
dashboards and charts like this.

So this idea of optimizing your
fundraising and advocacy pages, it’s,

you know,
the really involved Google Analytics,

a little more set up as
required on your part.

I’m going to finish before our Q&A

with one thing to think about,
which is Google Analytics.

As I mentioned, it’s almost 20 years old.

It’s had a really good run,

given that

essentially a couple of things,

privacy issues with the GDP and other
legislation and the rise of mobile.

Internet, which kind of wasn’t an issue

when they were designing
the first Google Analytics.

They’re doing an entire
refresh of Google Analytics.

It’s available now.

It’s called Google Analytics for in fact,

when you go to install tracking code
on your site, it’s the default.

If you create a new account now,
it’s the default that’s available.

The existing Google Analytics isn’t going

away any time soon,
but this is kind of on the horizon at some

point, probably a decade
from now, to be honest,

it will be the only one available.

It has a lot more features, mainly
around privacy, tracking of mobile apps,

some artificial intelligence

interpretation of data, which is
next to useless at this point.

But I suspect within 10 years
we’ll be much more useful.

And as I say, users creating new accounts
will by default set up

Google Analytics for accounts.

But you have the option of the current
version, something to be aware of, that

there’s this whole new flavor coming out.

You don’t have to migrate to it right now,

but you’ll want to probably
in the next few years.

There we go.

So today, let me let me look how much
time we have a few more minutes.

Today we cover why you want to use

Google Analytics, what it is, and it
answers these questions in, you know,

as you as you devote more time

and resources to setting up your Google
Analytics, it answers these questions.

You know, basic traffic on your site

allows you an overall view of your
outreach and is the first step towards

optimizing your site for
fundraising and advocacy.

We’re going to launch into questions here.

I think we’ve got
we’ve got two minutes left.

So as I mentioned at this link

seven minutes left to say,
oh, I thought we were 20 past.


Is mine off?

OK, so, yeah, great.

We can I can answer a lot of these
questions in the seven minutes.

A lot of what we covered here,
you can download these slides with all

these links at this Bitly link
and in the spring

date to be determined,
I’m going to be putting it I’m going to be

bundling up a lot of the info in here
and going into much more detail about,

you know, step by step how you
would do things like track like

track your donations,

track your advocacy sign ups
in Engaging Networks, make sure that your

Engaging Networks emails are tracking
with utmost, that kind of thing.

And if you want to get that,
I’ll be sending that out to the list.

If you sign up to get the slides,
you can get this a guide in the spring

unless you indicate that you
only want the slides.

So you’re not going to be
bombarded by email if you

just want the slides
and don’t want the guide.

That’s fine as well.

And so that is that.

So I can start looking at questions now.

Let’s go are these.


let’s go in reverse order
from when people asked you now.

An anonymous attendee asks

if Google Analytics set up for e-commerce,
but I’m finding because our main donation

is set up as an iFrame, it doesn’t
always capture every transaction.

Has this happened to anyone else before?

I have the geotag on both
EN and our website.

So that

one thing to know iframes
are a bit of a pain.

They Google analytics struggles to track

them without again
that idea of customizing code.

So there’s certain things you
can do to track iframes better,

but I might roll that into one.

I’m going to call Cross Domain Track and I

have a couple of slides do
that because I see a few

questions around what appear
to be cross domain tracking.

So I think I have that right.

But essentially iframes are

they’re not, you know,
necessarily track out of the box.

There’s a little bit of shenanigans you

need to do to the code
to make sure they’re tracked.

Ideally what you want to be able to do is

place Google tag manager on both
the content inside the iFrame and your

main page that if you can’t do that,
you’re not going to have much success

unless a developer can
write custom code for you.

Hope that makes sense.

Anonymous attendee again.

What’s the best way to track what
people are doing on our website?

Why did that jump? Oh yeah.

The best way to track what people are

doing on our websites before
submitting a donation.

We currently have a goal set up

for donation page visits and use
the reverse goal funnel to track.

Is there a better way to do this?

So donations, I mentioned
enhanced e-commerce.

So what they’re asking is
how can we track people

from when they make a donation? What
brought them to the site? What paths did

they take through the site? Now,
Google Analytics captures that by default,

it doesn’t do a great
job of presenting it.

So all that information is there.

Everyone who’s ever donated on your site,

if it’s tracked, Google Analytics can
show the pages they took to get there.

And the reverse Goal funnel

is a feature in Google Analytics that can
be that that shows you of all

the donations for a given time period,
what paths did they take through the site?

So a better way to do this off the top

of my head, enhanced e commerce
allows you to to much more

customized tracking of where
they were before the page.

And I mentioned that this was
one of the sort of reports in

shopping behavior analysis,
the idea of being.

You can ignore the shopping behavior,

that’s what it’s called,
let’s call it donor behavior,

and whether on the left side is whether
they looked at a donation page or not,

product views is whether they’ve
looked at a donation page.

Did they start to donate?

That’s what we call Cart Addition

did they abandon the donation form?

That’s abandonment.

And then checkout is, you know,
making the donation.

And so this kind of information is
in the realm of enhanced e commerce.

Again, it’s not for the faint of heart.

It’s relatively involved to set up,
but it can be done.

And there’s a lot of different features.

This is one of the standard features are
standard features of e commerce tracking.

But that data

capturing that data of who looked at your
donation pages, did they start to donate?

Did they successfully donate,
that kind of thing?

You can do a lot with that data.

So that’s how I would suggest to do that.

Squeezing the discrepancies between

landing page of accounts and
Engaging Networks and Google Analytics.

That’s always something
that comes up a lot.

Mm hmm.
All right.

Let’s just jump into that.

And I have a slide for that because
we have quite a few common questions.

And one of those, hey,
our numbers don’t match.

And this is
this is probably one of the biggest blocks

to people using Google Analytics more
widely is this idea that our numbers have

to line up a hundred percent
between all of our sources.

And as soon as they don’t,
you feel really stupid.

You feel like you’re not using it right.

And you say this is too complex.

I’m not going to do this anymore.

So one of the key skills of using

Google Analytics is understand when
the numbers are not going to match up.

And I would say these are
the big three reasons.

Two of them you just have to live

with and one of them you need to be
aware of when it’s happening.

So let’s go through it here.

So Engaging Networks doesn’t match
my Google Analytics and it doesn’t match

my Facebook ads and they’re not really
going to in every line of your metrics.

Is that a couple of reasons for that.

And these are the top three.

And I would say the first is that they
are attributing differently.

So a really common thing is somebody

saying, well, I’m tracking my Facebook
ads through Google Analytics,

and they both are pretty convinced

that, you know, this many donations
came in from Facebook ads.

And and, you know, we missed these ones.

They are tracking slightly different ways.

So they’ll never match up because

and we’re going to go into
what we call attribution here.

Facebook, for instance, says

anyone who has seen our ads or clicked
on our ads within a certain time frame,

we’re going to assume that the ads that if
they donate it was because of our ad.

So we’re going to claim it.

So when you look at your Facebook ad

results, you’re like, wow,
there’s this many donations from ads.

Google Analytics, on the other hand.

Is only looking at the what’s called last

click attributions, so it’s saying
it’s it’s ignoring whether they saw

a Facebook ad because it
has no way to tell that.

It’s ignoring whether they saw over.

They clicked on a Facebook ad two weeks
ago and came back this week to donate.

It ignores that because it

you know in most cases it’s not going
to give you that information.

And it’s saying, did they click on a
Facebook ad and donate right that moment?


So Google Analytics will
have a lower number than Facebook.

And if you expect those to line up.


It’s just never going to happen.

It’s like Fahrenheit and Centigrade
temperatures lining up like they don’t.

I think they do somewhere.

And I would be measuring different things,
measuring them differently.

So understanding why you’re never going
to have your Google Analytics data match.

Exactly your Facebook data.

Is one thing, so that attribution

then second part is issues with blocking
traffic or browser behaviors,

the sort of the weirdness around
tracking website like it’s computers.

And so we think like it’s going
to be 100 percent accurate.

But there’s always, you know,

things based on user behavior,
that kind of thing, or browser behaviors.

Google Analytics is pretty good,

but it’s always going to it’s kind of
let’s just say that Google Analytics,

you want your data to line up about 95
percent with your Engaging Networks data.


You know, if Google Analytics says you’ve

got one hundred donations last month
for this much,

you want your Engaging Networks
to be very, very close to that.

I’d say 95, 90 to 95 percent of that.

It’s never going to be one hundred percent

for a number of different reasons around
browsers, people, you know,

turning off JavaScript, things like that,
just little weirdnesses.

You don’t want it.
You don’t want your Engaging Networks

to be like triple your Google analytics
or even double that kind of thing.

Then you’re getting into number three,
which is the idea that Google Analytics or

other codes tag manager
not properly installed.

And that’s the one that you
can do the most about.

The first two.
You have to understand

that you’re never going to be perfect and
you want to be close on certain things.

Certain things should line up closely.

Your Engaging Networks should be
close to your Google analytics.

If it’s one hundred percent, that’s great.

But we don’t expect it to be one hundred

percent because of the limitations
of the technology.

But the one thing that you do want to be
aware of is when your Google analytics is

improperly installed and that
that can cause big, big differences in.

In your tracking,
if we’re talking landing pages,

let’s you know,
one possibility in a really likely thing

is that engaging you are sending people
from a WordPress site

to an Engaging Networks site and they’re
moving from one state to the other.

Google Analytics will have the landing

page on your WordPress site
and Engaging Networks will have

the landing page when they move
between the links, that kind of thing.

They’re measuring different things.

And so they’re never going to line up.


you know, in the back of my mind
for the Engaging Networks guide,

I’m thinking I would I would tackle what
are the ones that, you know,

what are the discrepancies
that you’re just going to get?

You know, and here’s why

that might push it to spring or
summer of twenty, twenty one.

But that kind of thing,
the numbers don’t match up.

They won’t be.

The best you can do is understand
why not and avoid number three.

You’ve you haven’t installed it properly.

Really long way of saying

be prepared for your numbers
not to match up entirely.

Thanks so much, Eric.

Yeah, that was great.

We’re just at times,
I think we’ll kind of wrap.

There are a few open questions and we’ll
try and get some responses to those

sent along a little later.

I did just want to let everybody know
that we will be having at least two

Engaging Networks community
conferences this year.

Eric will hopefully represent
team at at least one of those.

So if you liked this,
you’ll see him again there.

And also, if you have some more Google

analytics questions, if you want to
have come in and do some consult work

with your organization,
you can email him directly.

I did put his email a bunch of times
in the in the chat, or you can, of course,

just email me or anybody at Engaging
Networks so we can connect you with Eric.

So I just want to thank our real quick
thank you so much for doing this.

Really appreciate it.