Three Google Analytics gems for nonprofits

While there's certainly no shortage of Google Analytics articles for nonprofits lately, most of them cover the foundational elements. Many of these articles provide great value for groups trying to understand Google Analytics and its strategic use. My recent favorites are:

• Five Web Reports Every Nonprofit Should Know via NetWitsThinkTank
• Google Analytics for Nonprofits Part #1, Part #2, and Part #3 via Connection Cafe

However, a few of my favorite tricks are missing so I wanted to put them together for folks looking to move a bit beyond the basics:

1) Tracking Document Downloads

For many organizations it is helpful know all the information about page visits, bounce rates, etc. However, many organizations also offer a lot of high quality resources via downloaded documents. Since these documents are not pages within the template that contains the Google Analytics code they are not captured by default. There is a way.

The best breakdown I have found to detail the process of tracking document downloads was over at the Blast Advanced Media blog. He gives a detailed breakdown of exactly what to do to track the following types of downloads on your website:

• PDF in new window
• PDF in same window
• How to automate it for your entire site (slightly more technical)

Get the nitty-gritty details over at the Blast Advanced Media blog. This site is a jackpot for those looking to get more advanced in your use of Google Analytics.

2) Annotations

There is nothing worse in metrics analysis then having that "ah-ha" moment when you make a connection between various bits of info only to come back a week later and forget what it was. Or, even worse, if you are part of a team of folks and those "ah-ha" moments never get shared until it's too late.

Enter Annotations. Annotations are notes that you can save, publicly or privately, that are associated with a particular day.

Create An Annotation

On the main dashboard click on a particular day you wish to add an annotation to and then select "Create Annotation" from the popup window.

Annotation Details

Fill in the information that you want to capture.  Remember, this is information you want to make sure makes sense later when you look back so include as much detail as you can, even a bit of interpretation not just what happened but why you think it had what impact.

Use Annotations

Whenever you include this date in the range of data in the chart the annotation will show up at the bottom of the screen.  Develop good habits around when and how to incorporate these moments of insight and action into your review and analysis process.  You do have a review and analysis process right? If not, no worries as long as you make that part of the new habits and processes you are developing.

3) Alerts

I love it when technology does the work for me. Google Analytics has the ability to track certain activities and send you an email when something significant has happened. Nothing improves efficiency like only having to go check in on my analytics when there is something significant to check in on, other than my usual monthly scan that is.

Where Are Alerts?

Alerts can be found under the Intelligence section of the main navigation in the upper-left. You will notice is is still in beta but Google has a habit of keeping features in beta for a very long time. I have yet to run into issues with anything in this area. You will notice you can set the criteria for different intervals as well.

Create The Alert

As with everything else in Google Analytics you can create and monitor things at a very broad level as well as dig in pretty deep into segmented data sets if you so desire. I encourage you to play around with the various options you can set in the conditions.  There is a lot of power in what you can set up.

Better Information to Make Better Decisions

These are a few of my favorite tricks in Google Analytics for nonprofits. They really help take you beyond the basic numbers on the main dashboard and help find the greater level of value from the tool that most organizations need, better information and more efficiencies from their technology.

What are some of your favorite tricks and tips to go beyond the basics?

- Ash Shepherd