Most non-profits, churches and other organizations I work with that have a decent website know about the free Google Analytics service. You drop a snippet of code into the HTML of every page (usually in the footer of the page code). Then Google shows you graphs, data and other interesting tidbits about who’s visiting your site, how they got there, and what they’re doing while on your website.
But at the same time, a large part of the webmasters and communications directors for these organizations don’t know how to use the analytics data in a strategic manner. What do I mean by that? Are you looking at your stats in Google Analytics and just observing things about your site visitors….and then not do anything else different? Or are you looking at your data and then making some decisions that change the way you communicate on the site or off the site? Is the data helping you to refine the content produced and published on your site? Are you able to reach out to new potential partners to explore how you can increase the impact and effectiveness in engaging your audience? Most people are not in a position to say yes to most of these questions.
Here’s a great “tour” of Google Analytics that I recommend to people when they want to study up on all the goodness that Google offers through this free service for websites and communicators that use the web to reach and influence people.
The site has a decent list of topics listed so that you can either go through it all sequentially or jump around at your leisure. Click through and check it all out:
Click here to check out the Google Analytics Tutorial
What is the latest thing you learned about Google Analytics or how to use data that it presents across various reports?