8 Nonprofit Website Analytics to Find All the Gems From Your Web Engagement Data
Recently I got an update from an organization on its pursuit of true e-CRM. In other words, it wants to be donor-centric in its online world, market as “close” to the donor as possible and use all insight that is available to understand “success.”
With all the data available, it can be somewhat overwhelming. Recently, the folks at Eleventy Marketing Group posted their list of the top five website analytics we should all be watching and three others to keep an eye on.
With all the data available, how can you whittle it down to the numbers that are most meaningful and useful to your organization? Anyone who’s ever stepped inside Google Analytics knows there’s a lot there. While it’s undoubtedly a great resource for any business or nonprofit operating a website, the sheer volume of data—and the many different ways to look at the data—can be overwhelming.
The first thing I want to point out is that Google Analytics is the top website statistics tracking service. This tool is free, and it provides a ton of statistics about traffic, sources, conversions and more related to your website. In other words, if you’re not looking at your data—what’s your excuse?
Here are the top website analytics you should be tracking:
1. Page Views
Where are visitors going? What are they most interested in? This is the most important thing you need to know about your website. From an organizational perspective, this data can tell you what aspect of your business people are gravitating toward. You can use that insight to influence the focus of your marketing—maybe even your branding.
For companies publishing regular on-site content, knowing which posts are drawing the most views is also incredibly valuable. You can use data from your blog to figure out what topics people are most interested in and fuel future blog post creation.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.