using analytics to support content evangelization · the solution – google tag manager . how-to:...
TRANSCRIPT
Using Analytics to Support Content Evangelization
Catholic Media Conference 2018 Green Bay, Wisconsin Billy Atwell, Chief Communications Officer Diocese of Arlington
Hurricane Relief Efforts PART ONE - AUDIENCE ▶ BEHAVIOR ▶ STRATEGY ▶ ANALYSIS
Grand Total Raised over 2 Months: $125,770
Contact Natalie Plumb, Digital and Social Media Coordinator Catholic Diocese of Arlington [email protected] @NatalieJPlumb
More Social Media Resources: arlingtondiocese.org/CMC
Recommended Resources at www.arlingtondiocese.org/CMC
PART TWO - WEB ANALYTICS
6 ESSENTIAL GOOGLE ANALYTICS REPORTS
REPORTS
GOOGLE CAMPAIGN URL BUILDER
CAMPAIGN URL BUILDER GOOGLE ANALYTICS
ACADEMY
ACADEMY
LINKS AND DOWNLOADABLE
RESOURCES ON GOOGLE ANALYTICS
LINKS + RESOURCES FROM TODAY’S PRESENTATION
SLIDES
Tracking and Measuring Success with Web Analytics 1. Understanding Google Analytics
a. Best Practices
b. Essential Reports
2. Case Study:
How the Diocese of Arlington used Google Analytics
to learn more about site visitor behavior on its
Diocesan website home page
#1 - Exclude employee traffic from your website analytics
PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES
The Problem: Employee visits to your website = artificially inflated website traffic
#1 - Exclude employee traffic from your website analytics
PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES
The Solution - Create an I.P. address filter How to: www.arlingtondiocese.org/CMC
#2 - Track visits to a landing page from multiple marketing channels during a campaign
PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES
The Problem: Knowing which marketing channel sent the most traffic
to your landing page during a campaign
#2 - Track visits to a landing page from multiple marketing channels during a campaign
PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES
The Solution – Google Campaign URLs Creating Google Campaign URLs for each campaign and all of its marketing channels
How to – www.arlingtondiocese.org/CMC
#3 - Track traffic from different sections of your website
PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES
The Problem –
Inconsistent URL structures
#3 - Track traffic from different sections of your website
PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES
The Solution: • Organize/Restructure your URLs
• Use the Content Drilldown report
How-to: arlingtondiocese.org/CMC
Anatomy of an organized website URL:
#4 - Track how site visitors interact with your site (e.g. where they click, what they download, etc.)
PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ BEST PRACTICES
The Solution – Google Tag Manager How-to: arlingtondiocese.org/CMC
Essential Reports
PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ ESSENTIAL REPORTS
Behavior and Acquisition - the two most important report groups in Google Analytics Important Tip: For accurate Acquisition reports, create Google Campaigns URLS on a regular basis
Essential Reports
PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ ESSENTIAL REPORTS
Acquisition reports include: • Performance of campaigns and marketing channels* (All Traffic reports and Campaign reports) Behavior reports include: • Top landing pages (Landing Page report) • Top pages (All Pages report) • Where site visitors go after your home page (All Pages report – Navigation Summary Tab) • Top performing sections of your website** (Content Drilldown report) • Top downloaded resources and clicked links*** (Events reports)
* Requires Google Campaign URLs ** Requires clean, organized URLs ***Requires Google Tag Manager Setup
Essential Reports
PART TWO - WEB ANALYTICS ▶ UNDERSTANDING GOOGLE ANALYTICS ▶ ESSENTIAL REPORTS
Learn more about these reports: www.arlingtondiocese.org/CMC
CASE STUDY: ArlingtonDiocese.org
PART TWO - WEB ANALYTICS ▶ DIOCESAN HOME PAGE (CASE STUDY)
1. The Question How do our visitors interact with our
Diocesan home page?
3-STEP PROCESS USED FOR DATA ANALYSIS
CASE STUDY: ArlingtonDiocese.org
PART TWO - WEB ANALYTICS ▶ DIOCESAN HOME PAGE (CASE STUDY)
2. The Strategy Retrieving reports from Google Analytics that
gave us data on:
Website entrances through home page vs. any other page
Most-clicked elements on the home page
Top pages viewed after the home page
3-STEP PROCESS USED FOR DATA ANALYSIS
CASE STUDY: ArlingtonDiocese.org
PART TWO - WEB ANALYTICS ▶ DIOCESAN HOME PAGE (CASE STUDY)
3. The Visualization Built with Microsoft Power BI using the Google
Analytics reports we exported to Excel.
3-STEP PROCESS USED FOR DATA ANALYSIS
Contact Billy Atwell, Chief Communications Officer Catholic Diocese of Arlington [email protected] @BillyAtwell
Additional Contacts:
Joseph Feeley Web Content Manager
Natalie Plumb Digital and Social Media Coordinator [email protected]
More Resources: arlingtondiocese.org/CMC