Using Google Analytics and Google Adwords Talley Wells, Atlanta Legal Aid Society, Inc Mark Sherman, Nehmedia, Inc Jillian Theil, Pro Bono Bet An introduction to using Google Analytics and AdWords to improve your online presence.

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© 2015
All Rights Reserved
Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
Talley Wells, Atlanta Legal Aid Society, Inc.
Mark Sherman, Nehmedia, Inc.
Jillian Theil, Pro Bono Net

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
• A Novice Web Creator’s Perspective
• Talley Wells – Atlanta Legal Aid Society, Inc.
• Nuts and Bolts of Analytics –
Nehmedia
• Mark Sherman – Nehmedia, Inc.
• Using Analytics with Pro Bono Net
• Jillian Theil – Pro Bono Net
Outline of Presentation

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
What is Analytics?
Tracks
• who visited (general
demographics)
• when they visited
• how often they visited
• how long they visited
• where they visited
• much more

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Project Background
• Grant to build OlmsteadRights.org
• Three purposes
1) Tell people
2) Enable self-advocates
3) Provide lawyers with info
• Applied for Google AdWords Grant
• What we were looking for
• What we found
Talley Wells
Atlanta Legal Aid Society

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
OlmsteadRights.org

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Why Analytics for OlmsteadRights.org
After we built OlmsteadRights.org
• Wanted to know who visited, how often
visited, where they visited, what links
downloaded, and what they liked.
• See if Social Media drew people to
website
• Use Google AdWords with it.
• See what events drew people to website.

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Website: Initial Launch

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
We want Visitors and Members!

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Facebook Ads

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Targeting Facebook Ads

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
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Targeted Litigation Director Email

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Google AdWords Ad Grants

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Making Successful Ads?!?!

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Implementing Google Analytics
Perfect World Analytics
1) Identify goals of business
2) Integrate goals into site with calls to action
3) Setup web analytics to track goals
4) Get traffic to site
5) Measure goals as users visit the site
6) Adjust design & content to improve goals
7) Rinse & Repeat
Mark Sherman
Nehmedia

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Perfect World vs Real World
Perfect World
• Design website with a focus on users and site objectives.
Focus on usability, layman’s terms that match search
interest, calls to actions, and ways to engage that can be
measured as goals.
Real World Analytics
• Sites are usually developed by designers or developers
and typically fall short on user engagement, calls to
action, and search engine optimization.
• Provided OlmsteadRights.org an audit of their site and
recommendations to improve usability, engagement and
goal tracking.
• Setup Google Analytics and Google Tag Manager to track
goals, and created Google Analytics dashboards to
monitor visitor activity.
Source: Plannersweb.com

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Step 1 – Identify Goals of Site
Goal = Measurable, web-based (or something
that can be fed-into tracking program), align with
the goals of the organization.
For Olmstead Rights, these were the goals:
1) Join Olmstead Rights
2) Resources in your state clicks
3) File downloads
4) Send email clicks

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Step 2 – Integrate Goals into Site
• Typically Goals are NOT integrated into site design due to the
focus on the look and stakeholder’s perception of the site.
• Ideally, a site should be designed with goals in mind as part of
an initial website plan – what do you want the site to
accomplish?
– Business Card
– Eye Candy
– Informative/Educational
– Lead Generation
– eCommerce
• Regardless of state of a site, implement Google Analytics and
start tracking what is actually happening. Provides a great
source of insight to improve site functionality.

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Step 3 – Setup Analytics
Setup Analytics & Goal Tracking
1) Installed Google Analytics (GA)*
2) Installed Google Tag Manager (GTM)*
3) Installed Google Webmaster Tools*
4) Instrumented goal completion tracking in GA
• Since OlmsteadRights.org was a probono.net site, these
steps required probono.net support.
• LawHelp/probono.net, OpenAdvocate, and Custom
Sites may require implementation help.

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Step 4 – Get Traffic
Traffic = Real people visiting website
• Traffic comes from variety of sources: Google, Bing,
Yahoo, Twitter, Facebook, advertising, etc.
• Some traffic is referrer spam (rogue bots and
scammers trying to promote/sell/disrupt) and it’s
not useful.
– buttons-for-website.com, semalt.com, videos-for-your-
business.com
– Filter out in Google Analytics – continuous process
• All traffic can be measured in Google Analytics

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Google Ad Grant Program
Traffic Example #1: Google Ad Grant Program
for Nonprofits
• What it is: $10K/month free search
advertising from Google
• People type in relevant search queries into
Google and a nonprofit ad shows up.
People click and arrive at your website
• Some limitations apply
• How to apply: www.google.com/grants

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Google Ad Grant Program
• Allows you to
spend up to
$10K/month on
search advertising
• $2.00/click limit
• Also have access
to keyword
planner tool

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Google Keyword Planner
• For Disability related
keywords ~250K searches/day
in the US
• Could Spend $1.5K-
$1.85K/day generating 1.4K-
1.7K clicks with $2.00/click
• Requires focus, good landing
pages, good ad copy
• May seem easy, but takes
time, effort, and knowledge
• OlmsteadRights.org just
starting campaign

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Opportunity for Free Legal Services
• First glance, there are
2.5million
searches/month in the US
on Google for Free Legal
Services, Pro Bono
Lawyer, Pro Bono Legal
services and related terms
• Average CPC around
$2.60/click

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Organic Search Traffic
Traffic Example #2: Organic Search
• Build page content around core
terms, relevant to organization.
• In time, these pages will help drive
organic (free) traffic from the
search engines to your site.
• Work with an experienced search
engine optimizer (SEO) consultant
to get the most organic search
traffic possible from your content.

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Step 5 – Measure Traffic & Goals
Who’s coming to your site? (visitors)
Are visitors doing what you want them to do? (goals)
Created Google Analytics dashboards to…
• Highlight visitor attributes
• Technology used on website
• Traffic sources
• Organic search details
• Paid search details
• Goals

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Definitions
Key Definitions for Google Analytics (from support.google.com)
Sessions: A session is a group of interactions that take place on your website
within a given time frame.
Unique Visitors: The Users metrics show how many users viewed or interacted
with your site.
Bounce Rate: Bounce Rate is the percentage of single-page sessions
Conversion / Goal Completion: Goals measure how well your site or app fulfills
your target objectives.

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Step 5 – Measure Traffic & Goals
Visitor Dashboard – June 2015 Key Measurements
• Traffic: Sessions,
Unique Visitors
• GEO: Where are
they coming from
• Country
• State
• City
• Engagement:
• Bounce Rate,
• Pages/Session/
• Avg Session
Duration

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Step 5 – Measure Traffic & Goals
Traffic Dashboard – June 2015 Key Measurements
• Sources:
• Facebook
• Google
• Twitter
• Direct
• Channels:
• Social
• Organic
• Direct
• Referral
• Referrals
• Sites that link to your
site and send users

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Step 5 – Measure Traffic & Goals
Goals Dashboard – June 2015 Key Measurements
• Goals – How many
people engaged
• Joined
• Emailed
• Which Channels
Converted
• Organic has highest
conversion rate
• Direct has highest
numbers
• Social has poor
conversions

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Sample Goal Analysis
• Compare Goal Completions by Channel
• Social and Direct Drove Significant Goal
completions when initial Facebook Campaign run.
• Now Organic and Paid Search starting to drive
Goal Completions at a higher conversion rate
• Note as Traffic decreased, Engagement (Bounce
Rate, Pages/Session, Avg Session Duration)
Increased indicating higher quality traffic

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Step 6 – Adjust Design & Content
Adjust design
• Clear, unique calls to action
• Build more AdWords landing pages for more
keywords > focus design on applicable goals
Adjust content
• Create more pages relevant to service focus
• Provide engaging/informative content that will
serve current website visitors
Reason: Get more goal completions for site

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Step 7 – Rinse & Repeat
Rinse & Repeat
• Review goals of business – at least monthly
• Are goals reflected in site design
• Confirm analytics is always tracking
• Continue to explore ways to acquire traffic
• Continue to monitor goals as users visit site
• Adjust design & content to improve goals

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Partnering with An Expert
To implement this work, find an expert who…
• Understands your organization’s goals
• Understands Google Analytics
• Can implement data-driven changes on your
website to improve your goals.
Nehmedia is a Google Analytics Partner &
Google Partner.

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Google Analytics & Pro Bono Net Support
Jillian Theil
• Meta Tag info for Google Webmaster tools
• Google Tag Manager snippet
• Universal Analytics versions

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
2015 LawHelp Analytics TIG with the
Northwest Justice Project
• Expand support for Universal Analytics on
LawHelp.org sites
• Develop a set of statewide website community
dashboards in Universal Analytics to help
programs better track and benchmark key
metrics
• Leverage Universal Analytics and the LawHelp
API to automate certain types of custom
reports currently generated upon request by
PBN’s tech team

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Web Analytics: Tracking for Success
Using Google Analytics and Google AdWords
© 2015
All Rights Reserved
Analytics: Questions
Any Questions for…
• Talley Wells – Atlanta Legal Aid Society
(404) 524-5811 / ctwells@atlantalegalaid.org
• Mark Sherman – Nehmedia
(512) 828-6763 / msherman@nehmedia.com
• Jillian Theil – Pro Bono Net
jtheil@probono.net