Everyone working online today needs to know how to measure their results, but where should you begin? I will show you the shortcuts to web analytics insights, set up your system to give you the most relevant metrics in Google Analytics and other tools and break down the process into simple steps that help you and your team focus on understanding what what is working and what isn't with your digital program.
This program combines strategic advice, technical setup, and hands-on training for your team.
I have worked with dozens of not-for-profit organizations over the past decade, setting up their web analytics to track meaningful metrics and then helping them make sense of the numbers. Now I am offering a structured program to help a group of progressive organizations add expertise in Google Analytics and other tools to their team.
We will start by developing a basic measurement plan to to identify your most valuable online metrics, based on your objectives and tactics.
You will have Google Analytics set up on your website to accurately measure your key metrics. We will also use powerful (and free) tools such as Facebook Analytics, Search Console and Keyword planner to gain insights into your online performance.
You and your team will have access to your most powerful online metrics. You will learn how to use reporting features in Google Analytics and Google Data Studio.
Each week we will explore key concept and techniques in web analytics, with follow up hands-on exercises. Lessons are recorded and downloadable so you can learn at your convenience. Included will be key lessons to help your team write the Google Analytics Individual Qualification exam
You will learn a framework for using data in decision making with your team, including meeting agendas and coaching in running experiments.
The program will introduce your team to key online measurement tools beyond Google Analytics, including Search Console, Keyword planner, and Data Studio.
One-on-one calls will address any particular challenges your team may have and ensure you get the individual attention you need.
During group calls, we review the course curriculum, answer any questions you may have and give your team a chance to learn from other progressive non-profit organizations. The focus will be on learning web analytics concepts and techniques - we will not share any sensitive data on these calls.
The program helps your team:
Recording Metrics that Matter We will work together to create a measurement plan that defines the metrics that matter most to your online efforts. Eric will set up Google Analytics, Search Console and Facebook Analytics to track these key metrics. If your focus is fundraising, we’ll make sure you’re capturing the data you need. If content marketing is a key component of your work, we’ll make sure you have the information you need.
Data Collecting Habits You will learn to apply key techniques to help measure your email, online ads and social media with Google Analytics. We will look at powerful (and free!) sources of web analytics data such as Google Search Console and Facebook Analytics.
Reporting and Analysis We will work together to create dashboards and regular reports that will help your team understand your online data and how to make better decisions. You will get a web analytics framework, meeting agenda and hands-on coaching to help your team use data to make better decisions.
Recap and Program End The final two will be spend fine-tuning your online reports and how your team uses the data generated. We will prepare to write the Google Analytics Individual Qualification exam, a certification offered by Google. We will work through the online resources and give you the support you need to earn your IQ badge from Google (suitable for framing!).
WEB ANALYTICs WORKSHOP
You’re no longer left alone to figure this out
ERIC SQUAIR // Instructor
My name is Eric Squair. I have worked with dozens of not-for-profit organizations over the past decade and a half, setting up their web analytics to track meaningful metrics and then helping them make sense of the numbers.
Now I am offering a structured program to help a group of progressive organizations add Google Analytics expertise on their team.
Get up and running with Google Analytics and other web analytics tools to understand what's working and what's not with your online work.
MONEY BACK GUARANTEE
If after attending 80% of group calls, every scheduled one-on-one call and completing the exercises you find this program is not working for you, I will refund your fees in full.
Up to three team members can participate in the group calls, and there is no limit to the number that can participate in the one-on-one calls. Beyond that, you can share the educational materials throughout your organization (in fact I encourage it!)
Group calls will be scheduled in advance based on what works best for the group. We will agree on a schedule beforehand for the one-on-one calls, which can be altered if circumstances require. The program moves through the stages outlined in the timeline above.
Expect to spend between a minimum of a half hour and up to three hours per week during the course of this program. The only 'required' time commitment is the biweekly one-on-one call with Eric.
The program will be centred around learning to use Google Analytics, but will also teach your team about other complementary (and free!) web analytics tools, including:
Facebook Analytics, for powerful metrics and audience insights
Google Search Console, to understand how your website is
Keyword Planner tool to identify search engine opportunities and
Google Data Studio to make your data accessible, easy to understand and visually attractive.
You won't be expected to share any sensitive information with the group. The program has a strong expectation of confidentiality on anything discussed in the program. Finally, if I notice that two "competing" organizations are interested in enrolling in the program I will confirm with the first organization to register that they are comfortable discussing their web analytics challenges with the second organization.
If after attending 80% of group calls, every one-on-one call and completing the exercises you find this program is not working for you, I will refund your fees in full.
2018 Data Habits