8 Nonprofit Website Analytics to Find All the Gems From Your Web Engagement Data
2. Search Engine Keywords
This data was a lot more telling when Google was still making organic search results public (you can still get keyword data if you use Google AdWords). Nonetheless, knowing the keywords people are typing in on search engines to get to your site is hugely valuable.
You can use this information to tweak your site for SEO optimization and/or create blog content to capitalize on your keyword success.
3. Referrers (Including Social Sites)
Beyond search engines and direct URL entries, how are your visitors finding you? Is it through social media, link shares, or other thought leaders linking to your posts and pages? Seeing your key sources of traffic can help you take action to get more referrals in the future.
For example, if you see a growing number of visitors are coming from Twitter, it may be time to crank up your Twitter strategy. Or if a particular blogger keeps sending traffic your way, maybe it’s time to reach out and develop a content-sharing partnership.
4. Month-Over-Month Traffic
Are you steadily increasing the number of visits to your site? Weekly and daily traffic can dip and spike for a number of different reasons, but monthly traffic is a more stable metric.
You can use month-over-month traffic data to track growth (or decline). It can also help raise a red flag to any extreme fluctuations. See a strong monthly increase or decrease in traffic and you’ll want to find out why.
5. New vs. Returning Visitors
Are people just stopping in, or are they coming back time and time again? These numbers are notable because the aim is to increase the returns as much as possible. Getting people in the door is good, but bringing them back again is better.
Returning visitors have an increased level of engagement and brand awareness. They are interested in something you have to offer—whether that’s published content or a product or service. This is an often-overlooked but often very telling analytic.
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.