Last week, our team attended the Nonprofit Technology Conference in Minneapolis! We are posting our recaps and resources from the conference over on the Tendenci website. For The SEM Blog, we’ve included some tools from speaker Justin Cutroni of Google. Justin presented on Google for Nonprofits and Smart Data.
The Schipul/Tendenci team at NTC 2013!
Analytics tools for nonprofits (really any organization can benefit from these tools!):
1. Cross Domain Tracking
Many sites we work with (including our own!) is made up of multiple domains. The multiple domains can be tricky with reporting because reports falsely list bounces and referrals as people go from one internal site to another. This can be explained… but it is not always clear from just looking at a single report.
The solution: Cross Domain Tracking from Google Analytics
2. The Measurement Protocol
You can track anything in Google Analytics now. The Google Analytics Measurement Protocol allows developers to make HTTP requests to send raw user interaction data directly to Google Analytics servers. This allows developers to measure how users interact with their business from almost any environment. Developers can then use the Measurement Protocol to: Measure user activity in new environments, tie online to offline behavior, and send data from both the web and server.
It even has structure for financial data, for instance: &tr=50.00 // Transaction revenue. &ts=32.00 // Transaction shipping. &tt=12.00 // Transaction tax.
Learn More on Google’s Developer Documentation
3. Link Tagging
Google URL tagging it is really powerful to mix the protocol data with campaign data. You can then filter your analytics data by campaign passed through a link tag. Powerful stuff!
Learn more about Google Analytics URL Builder for an example of how the variables would be added
More Nonprofit Technology Conference Recaps!
Check out our other recaps and resources from the Nonprofit Technology Conference!