Google Analytics for Nonprofits – Basics Tutorial

Welcome to:
-Now that you know why Nonprofits absolutely need to be using Google Analytics, (if you don’t the video is right here – …) let’s all take the first steps into learning HOW to use it. Here are the very basics of Google Analytics that everyone in YOUR organization should learn.

To read more, check out: …

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To gain a basic understanding of GA there are 2 buckets of metrics you want to look at – the “How good?” and the “How many?” In other words, the qualitative and quantitative metrics.

“How Many?”

1. Users:
These are the unique number of visitors who visit your site.

2. Sessions:
Let’s think of this as meals. Within a day, you (hopefully) will eat multiple meals. Though you may be one unique visitor, your breakfast is one session, and your lunch is another session, etc.

3. Page Views:
Just as a user can have multiple sessions, a session can have multiple page views. Think of it like going through different plates of food (page views) during lunch (session).

“How Good”?

1. Bounce Rate:
If you enter a site on a certain page (the landing page), and then leave the site without visiting another page, you have technically bounced. Think of landing pages as your front door. You want people to be coming inside!

2. Exit Rate:
Exit rates are similar to bounce rates. They tell you what percentage of people leave the site after visiting a certain page – whether or not they entered the site on that page.

3. Average Session Duration:
This metric is pretty self-explanatory: it tells you how long, on average, visitors spend on your site.
Resources from this episode: …

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Whole Whale is a digital agency that leverages data and technology to increase the impact of nonprofits. In the same way the Inuits used every part of whale, Whole Whale leverages existing resources to see, “What else can this do for us?”

By using data analysis, digital strategy, web development, and training, WW builds a ‘Data Culture’ within every nonprofit organization they work with.

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5 comments

  1. God, I wish I’d watched this when I first started tinkering with Analytics. Very interesting to hear about the issue with the Average Session Duration metric too, I had no idea. Thanks guys, keep up the good work.