Google Grants Ongoing Management Guide - Manual (Page 23)

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Advanced Management: Analytics
Google Analytics is a free tool that shows you how people found your site, how
they explored it, and how you can enhance their visitor experience. With the
information gained from using Analytics, you can improve a visitorʼs experience
on your site, leading to more donations, volunteers, event attendance, etc.
In this guide we will not provide in-depth guidance on this tool. Instead weʼll help
you decide if Analytics is right for you. If you decide to implement Analytics, we
have an Analytics guide available in the Google Grants Help Center.
Determining if Google Analytics is right for you:
o Do you want to track goals for your marketing initiatives? (Goals can
be anything from page visits to donations to ecommerce transactions.)
o Do you want to know which pages of your website are the most
effective? For example, do you want to know which pages get the most
traffic and/or result in the most conversions?
o Do you want to know where your traffic is coming from? Do you want to
know where your website visitors come from?
o Do you want to know where your visitors go when they come to your
website? Do you want to know what content they read or interact with
on your site?
o Do you need to provide website performance information to others in
your organization?
If you answered ʻyesʼ to 3 out of 5 of these questions, Google Analytics may be
right for your organization. To determine if you have the resources to support it,
please review the questions below:
o Do you have access to your webmaster or do you know how to perform
basic HTML tasks like cutting and pasting small snippets of code onto
your website?
o Do you have access to your Google Grants AdWords login so that you
can link your AdWords and Analytics accounts?
o Are you willing to learn the basics of a new software program via online
materials?
If you answered ʻyesʼ to all of these questions, you most certainly have the
technical resources needed to use Google Analytics. Review the Google Grants
Analytics guide for information on how to implement and use this tool. Please
download the Analytics Guide found under Google Grants Resources in the
Google Grants Help Center.