Legal aid programs have a tough balancing act, helping very low income clients, recruiting pro bono attorneys, and reporting their successes to backers; we like to think robust web analytics can help.
To that end, Peter Howley spoke to not-for-profits at the federal Legal Services Corporation's Technology Initiative Grants conference last week. In a talk entitled "Google Analytics: Measure Digital to Ignite Results, not Reports," Howley showed how legal aid programs, like other nonprofits and most for-profits, can get more from web analytics tools by:
- Counting Conversions
- Segmenting Audiences
- Testing Ideas
- Sharing Insights
The audience helped customize the presentation for legal aid programs by asking some tough questions; for example:
- Are Multi-channel Funnel Reports affected by users who log in from public terminals? (Yes, along with new vs. returning stats).
- Can we measure goals like donations that occur on partner or vendor websites? (Yes, via cross-domain tracking).
- How do we automatically download website traffic data to spreadsheets for analysis there? (Easily, via plug-ins like Excellent Analytics).
- Are there affordable ways to get help with web analytics? (Yes, via the Analysis Exchange and Google for Nonprofits Marketplace).
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