Monitor KPIs with a custom Analytics Dashboard. Using a custom dashboard will help you easily view metrics that are important to you in Analytics. If you’re looking for a template, here’s a Google Analytics Dashboard for nonprofits created with our measurement strategy in mind. Remember, you need to have Ecommerce tracking implemented to track donations and goals configured to track KPIs. If you’re not using those features then you will not see any data in the dashboard.
Understand how your marketing activities work together with Multi-Channel Funnels. Often an online donation isn’t the result of a single effort like an online ad, but actually the result of multiple marketing channels working together. If we only examine the last touchpoint before a donation or other online goal is made, we could miss several important insights and opportunities. That's where Multi-Channel Funnels come in.
Multi-channel funnels allow you to see interactions across different digital media and show you how those channels then work together together to reach an online goal, like a donation or volunteer sign-up. When you set-up goals or track Ecommerce transactions in Google Analytics, Multi-Channel Funnels will automatically generate five reports to show you that data. Using this information, you can get a deeper understanding of the value your marketing efforts.
We hope these tips help you implement and easily track a measurement strategy in line with your mission. If you'd like to learn more about Analytics, visit our YouTube channel and Google+ page for more tutorials, updates and ideas on how you can leverage our tools to help your nonprofit.
Posted by Justin Cutroni, Google Analytics team
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