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Digital engagement evaluation model Chris Arnold

Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

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Page 1: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Digital engagement

evaluation modelChris Arnold

Page 2: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

The problem…

• How do we justify / demonstrate the quality of

campaigns and activity beyond quantitative

metrics such as donations?

• How do we compare campaign to campaign

using deeper metrics than just clicks? How do

we measure engagement?

• How do you report the engagement so that all

teams (including the exec/trustees/board) can

relate to and understand?

Page 3: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Digital analytics – lots to measure

External websites

Read multiple pages

Page 4: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

What do you end up with?

• Metric overload

• Metrics that mean different things to different teams

• Metrics that you can’t act upon for future improvement

• …so you focus on a small number of metrics that don’t give a balanced view of engagement (eg clicks or visits!)

Page 5: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Examples of click activity(Grumpy visitor) Low activity, low engagement

– Sees social media message “How to get better

sleep”. Clicks the link but leaves the website

without feeling like they gained any benefit

(Researcher) High activity, medium engagement

– Opens an email on mental health campaign. They

read two self-help articles, watch a video,

download a PDF on mental health, browse three

“about us” pages

(Ideal visitor) Low activity, high engagement

– A website visitor opens an email as part of a

careers campaign. They read a self-help article,

share it on social media and register their details

Page 6: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Click rate

• Each of those examples is reported on as a

‘click’, open, visit or session…which doesn’t help

us highlight how engaged they are

? ? ?

Page 7: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

A way to measure engagement• Google analytics can track when someone visits

a specific page (URL) on your website, such as:

– /how-we-help/emotional-support

– /contact-form-thank-you.html

– /nutrition-webinar-watch.html

– /help-and-guides/how-to-give-difficult-feedback-at-

work.html

– /benefits-calculator/results.html

– [external clicks] www.facebook.com/share

Page 8: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

…and give it a score

Using the Google Analytics Goals feature, you can

assign scores to each of these page visits

• Lower levels of engagement:

– Looking at the “About us” page

– Looking at your social media accounts

• Higher levels of engagement;

– Booking onto an event

– Contacting you for support

Page 9: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Where do we start?1. Identify possible activities and engagements

(and URL)

2. Assign activities an engagement score

3. Use Goals in Google Analytics with these

engagement scores

– Measured in monetary currency £,$,€,¥

Page 10: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Model structure

Non-engaged traffic

Bounce traffic (unless on key pages)

Engaged traffic

Multiple page views

High value goals

Contact / donate / book event / social share

$100

Value per activity

Medium value goals

Self-help articles / view support / online tools

$25

Value per activity

Low value goals

General pages / social media account view

$1

Value per activity

Page 11: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Engagement evaluation

Values of all the goals are added together to

represent the quality (as well as quantity) of

engagements:

– Total engagement value of all activity

• eg $10,500

– Engagement ratio (total engagement value ÷ total

number of engagements) to allow campaigns of

differing sizes to be compared

• eg $4.50 vs $6.25

Page 12: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

The benefits

• Clearer picture of overall online engagement

health

– drops in traffic ≠ drops in engagement

• Compare different campaigns of the same topic

• Compare different topics per audience segment

Page 13: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

The result:

Page 14: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Where to start

1. Source support with Google Analytics

– Campaign tracking

– Goal setting

– Reporting

2. Map all your online activities (goals)

3. Group and score all the online activities with

organisation stakeholders to get buy-in

4. Build and test in Google Analytics

5. Report, evaluate and compare all campaigns

and activity using engagement score

Page 15: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Thank you

Page 16: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Visit the CharityComms

website to view slides from

past events, see what events

we have coming up and to

check out what else we do:

www.charitycomms.org.uk

Page 17: Google Analytics 'Goals' | Midlands Networking Group | 6 October 2016

Midlands Networking Group

6 October 2016

Birmingham

#ccmidlands

Demonstrating

the value of communications