Bounce rates have long been a standard key performance indicator (KPI) in digital marketing reports. However, with the transition to Google Analytics 4 (GA4), Google has recently deprioritized bounce rate as they are focusing more on engagement. This reframing of performance brings about a multitude of challenges. Marketers need to understand the disparities and implications between these nuanced metrics so they can guide key stakeholders through this evolving ecosystem.
On July 1st, 2023, Google's Universal Analytics properties stopped processing data. If you haven't set up Google Analytics 4 to track your digital fundraising efforts yet, now is the time. The new Google Analytics has the ability to provide advanced insights across platforms, but only if you set it up properly. Keep reading for a step-by-step guide on how to implement GA4.
A recent KPMG study found that a whopping 86% of consumers have a growing concern about the privacy of the data collected by organizations. Four in 10 worry about it being used ethically. What does this tell us? As nonprofit professionals, we need to align with the current consumer data privacy concerns that are emerging.
Before my time in the nonprofit space, I worked with large commercial B2C brands facing the challenge of housing and leveraging valuable end-user data. To be the trusted advisor my clients needed, I would regularly attend conferences to understand the challenges that marketers and their partners faced. Dreamforce, SXSW, Digital Summit. When my career focus shifted to serving nonprofit organizations, I found that by continuing to observe and learn from consumer marketers, I was able to bring novel thinking and alternative perspectives to benefit my new client partnerships.
What if I told you that you may be looking at your web analytics all wrong? What if what you see when you log in to Google Analytics was a big, fat data lie? What if Tom Brady had stayed with the Patriots? I can help you with exactly two of those questions. It all comes down to attribution and a dirty little habit called “last click.” Come closer and hear my (tongue-in-cheek) cautionary tale ...
First, let’s get some background. So, what is attribution and why do you need to understand it?
Google Analytics has around an 80% market share for web traffic and analytics, so it's a safe bet that you're using it.
