Yes, 2018 may be over, but your year-end report is still in progress. Which web metrics about your nonprofit webpage should you include in your report? If you are struggling to put together a meaningful analysis of your website’s content, conversions and audience for your clients or boss, this webinar is for you.
What You’ll Learn About Web Metrics:
- The web’s most misunderstood metrics (hint: stop reporting pageviews and bounce rate)
- What you should REALLY measure instead
- How to get insight into engagement on your site
- Tips on making Google Analytics work for today’s websites
Common Web Metric Misconceptions Revealed:
Pageviews – a misleading mess!
This metric was designed for the way the web worked in 2005! In today’s web environment where we do more scrolling than clicking, nonprofits should report Events or Sessions. These are not standard metrics in Google Analytics, but can be easily set up through Tag Manager.
Direct Traffic – it’s not what you think it is!
The name of this web metric may lead you to believe that it counts the number of times someone types your URL name to enter your site. However, it actually tracks when Google doesn’t have information about how someone enters your site. In essence, it is “mystery” traffic! Instead, nonprofits should use the UTM parametrics described in this webinar.
Bounce Rate/Time on Site – maximum confusion!
This webinar explains to nonprofits why these web metrics are much weaker than metrics like Conversion Rate and Reading of Content (scroll tracking + time).
Who’s Hosting This:
Emily Patterson and Bee Measure help nonprofits use digital advertising, Google Analytics and other digital data to create more effective websites and digital outreach. Emily draws on her experience at Public Broadcasting Service and Better Business Bureau to help organizations of all sizes work smarter and do more with limited budgets.