Google Analytics for campaigning and fundraising

Google Analytics for campaigning and fundraising

Using Google Analytics to improve your campaigning and fundraising
We'll cover
  • Identifying key metrics
  • Finding key data in Google Analytics
  • Tracking and UTM parameters
  • goals, events and ecommerce
  • Dashboards and Tag manager
  • Advanced features
Who is it for?

This course covers the key methods that digital teams, campaigners and fundraisers can use to get actionable insights out of Google Analytics.

You will learn top tips to identify key metrics that help you prioritise next steps based on evidence and keeping your cost per transaction and acquisition as low as possible.

London (TBC)
Book now ⇒ Export event to your calendar.

Google Analytics is a very valuable tool that can provide fantastic insights to inform your campaigning and fundraising. But it's not the most user-friendly of tools. This training will take you through the key features for campaigners and fundraisers, all the way from absolute basics through to leaving you with the knowledge to use some of the most advanced features at the end of the session.


Course: Google Analytics for campaigning and fundraising
08:45-09:00 Check in: grab your name tag and say hello! You also might want to grab a cup of coffee or tea
09:00-09:15 Welcome and introduction: An overview of the training day and identify specific participant interests/questions
09:15-10:00 Discussion - key metrics to be measuring for campaigning and fundraising
10:00-10:15 Exercise - prioritising the most important things you need to measure
10:15-11:00 The basics - finding the key information in Google Analytics that you need for your campaigning and fundraising
11:00-11:30 Break
11:30-12:00 Tracking links and UTM parameters - making sure you know where the people who take action or donate have come from
12:00-13:00 Goals, events and ecommerce - tracking specific behaviour such as how many people shared your action on social media on the thank you page, how many people donated etc
13:00-14:00 Lunch (included) & table discussions
14:00-15:00 Dashboards - getting the data you need into a dashboard you can use and re-use for different campaigns
15:00-15:30 Data studio - a fairly new feature from Google, allowing you to create reports that also bring in data from other channels such as YouTube
15:30-16:00 Break
16:00-16:30 Tag manager - tracking complex behaviour on your website without needing to be technical expert
16:30-17:15 Advanced features of Google Analytics including multi-channel attribution
17:15-17:30 Wrap up and final questions
17:30 End of training day
  1. Pub: Continuing the conversations in a local pub for anyone who wants to meet up.
  2. Travel to Oxford for ECF 2018 pre-event dinner for anyone joining
About the trainers

Glyn Thomas, more onion Glyn Thomas is a digital communications consultant who has worked with NGOs and charities in the UK, Germany, Romania, the USA, Canada and Mexico.

He specialises in helping charities recruit new supporters online, retain and reactivate lapsed supporters and maximise the numbers of people taking part in campaigns and donating. He has helped several UK-based charities more than quadruple their online fundraising income, and regularly delivers training on online campaigning and fundraising.

Glyn previously worked at Friends of the Earth and Global Justice Now in London, as well as for Vienna-based digital agency more onion. Glyn has also given presentations at past ECF events on Digital fundraising via campaigning and Supporter re-activation and segmentation via email and was shortlisted for the Care2 Impact Awards presented at ECF 2014.

by Duane Raymond published Aug 29, 2014,