Google Analytics for Nonprofits
Do you use any tool to analyze traffic and visits on your site? If not you should start. How will you know who is your guest, who reads your texts and observes your site? Without this information, you can’t get into the interests of your audience and get new visitors. Then you won’t see the effects of your work so you lose motivation and enthusiasm. To avoid a situation like this we want to show you a solution which is Google Analytics.
Google Analytics is a free website tool that shows statistics, basic reports, analyze traffic and customer behaviour on site. It runs on every single page on your site and tells you everything about your audience. With Google Analytics you will be able to analyze SEO statistics, choose marketing strategy and carry SEO optimization.
The tool gathers data from all channels of traffic, also social media and backlinks. This information helps you in making decisions, creating new things and developing site or marketing campaigns. It’s free and all you have to do this is having a Google account. You can link it with your website by adding a code to your site. What’s more, with Google Analytics you can see statistics in real-time and manage your campaigns directly.
Google Analytics is not only for commercial and selling organization. You can also track how many people visit your site, which email campaign achieved the best results like answers to your mail and amount of donations. Even if you are a small nonprofit and you want to help somebody, it’s important for you how helpfull is your texts. It matters if they like it and your posts are popular or not. You might not be selling anything but you still offer your time and encouraging people to take action.
Bonus from using Google Analytics
- It’s totally FREE. You don’t have to pay hundreds for the tools without any additional functionality
- It works on every site and it’s easy to download
- You can track sources of visits your site and increase entries
- You are able to analyze which actions give you the highest rates, impressions and clicks. Later you can repeat this action or correct it to get a higher score.
- See what keywords generate the mosts visit and include them in your articles, ads
- Optimize SEO to the most popular keywords to get more visitors
- Gather information about the audience, create posts which are interesting for them
- Increase your donor activity and amount of payments
Let’s get started
If you aren’t already using Google for Nonprofits account I highly recommend you to sign up. We create about it a Tutorial: Setting account where you find all information and tips helpful in creating Google for Nonprofits account. With Nonprofits’ account, you will have access to many tools like Google Ads, G Suite, Maps, Youtube and many many more.
To track traffic on your site you need a Google Analytics account. To sign up account you will need an email. If you don’t have a formal Google email you should create it. During setting the account you will get a code to paste in your website. You have to insert it in every header on your page. If you don’t know how to do it, it will be better if you ask a developer. The situation is easier when you have a site on WordPress. Then you just have to install a plugin that helps add the code to all your pages. I think that MonsterInsights is good and easy to use.
When you do this you can start with Analytics and gather data from your sites and pages. It takes time when you socialize with all these statistics and information about your site. However, you should know and use a few simple statistics which help you in basic actions. While using the tool, it will be easier for you to estimate some decisions and think about the next campaigns.
Two categories of statistics
In Google Analytics is 2 main groups of statistics: quantitative and qualitative. The first one is answering the question: How many? And the next one is answering: How good?
In quantitative statistics focus on 3 the most important metrics:
- User – number of visitors on your site
- Sessions – number of times when people are visited your page
- Pageviews – number of the page that is viewed on your site
Each session is one visit so it will be higher than a number of users. Each session can have multiple page views. It happens when a user starts with the main page, then visit your blog then something else etc.
In qualitative metric the most important are:
- Bounce Rate – is when somebody visits your page (landing site) and leave without any other action like visiting another page or comment etc. It happens when people don’t find exactly what they want and just leaving the site to search next.
- Exit Rate is similar to Bounce Rate but it shows you data from which site people leaving your page. It may tell you which content is less interesting or without an answer on the topic.
- Average Session Duration tells you the average amount of time that people spend on your site. It may tell you if they are reading it or how interesting things you create.
All you need to know about Google Analytics
It is more to say about Google Analytics than will fit in one post. If you want to read more about this tool we recommend you to visit professional sites and especially Google Tutorials. We suggest visiting
You find there many useful tips easy to use even for non-technical.
We know that the best way to learn is to experiment and try things on your own. So we encourage you to try, create and learn. Nonprofits are different than other commercials and their products can’t be rated in the same way. If you just started with Analytics we suggest focussing on good quality content and interesting topics which increased your site traffic.
Good luck and tell us what works on your site. If you are interested in our other posts you can read about them on our Facebook