Google Analytics Reporting

Posted by
Brian R.

senior director, digital strategy

Posted Date
Apr 3, 2019
Virtual volunteer opportunity
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3 applications submitted

Impact statement
This project will save us $3,757 , allowing us to enhance our analytics and thus the impact of our future campaigns.

Project Details

What We Need
  • An initial set of Google Analytics reports that can be used to track key metrics about the Organization’s web performance and insights on visitors' interest
  • Training on how to maintain reports and analyze collected data to inform changes to the Organization's web presence
  • Optional: Training on how to create reports and use common insights features in Google Analytics
Additional Details

* Key website metrics to track. What needs focus? What can be ignored?
* Recommended tools and techniques for tracking and reporting
* Frequency of reporting
* Staff capacity required to provide useful analysis on a regular basis
* Key web content or features to test conversions and usability
* Recommended tools and techniques for testing conversions and usability
* Staff capacity required to test conversions and usability

What We Have In Place
  • We currently have Google Analytics set-up on our site - -, which should make it easy for you to get started. We also have a web developer who will lead this engagement, and the ability to provide any other information you need.
How This Will Help

ACS CAN has utilized website analytics platform Google Analytics, however our usage of this information has mostly been limited to occasionally reporting on specific campaign/program content or to guide strategy on large scale redesign efforts like the one in 2016. As an organization, due to limited digital marketing capacity and knowledge we have barely tapped into the full potential of using website analytics data to guide continuous improvement to the site user experience.

Project may require a short interview with the organization.

Project Plan

Prep: Information Sharing & Goal Setting
  • Volunteer Manager gives overview of the current setup of Google Analytics and shares login details for existing Google Analytics account
  • Professional connects with Volunteer Manager for a brainstorming/overview session, to discuss goals for reporting and analysis
  • Professional and Volunteer Manager outline next steps and timeline for the project
Milestone 1: Report Creation & Feedback
  • Professional creates an initial set of reports in Google Analytics based on initial conversation with Volunteer Manager
  • Professional shares reports with the Volunteer Manager and explains how they map to the Organization’s goals
  • Volunteer Manager provides any feedback on reports (up to two rounds)
  • Professional implements feedback and provides a revised set of reports
Milestone 2: Training and Best Practices
  • Professional creates guidelines for continued maintenance and update of reports in Google Analytics, as well as data interpretation and analysis
  • Professional reviews above guidelines with Volunteer Manager
  • Professional is available for up to two weeks to address questions as Volunteer Manager starts to regularly use reports for tracking and analysis
Milestone 3 (Optional): Additional Training
  • Professional walks the Volunteer Manager through the process of creating and saving reports
  • Professional shows the Volunteer Manager how to use common insights features in Google Analytics, such as Audience Insights, Traffic Insights and Search Insights
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About The Org

Our Mission

The work of the Cancer Control department focuses on applying known interventions such as reducing tobacco use and increasing screening rates to save lives, as well as improving the quality of life for cancer patients and their families. The organizing principle of the Cancer Control program is directed at achieving health equity by creating healthier communities, helping to shape a more effective health care delivery system, and empowering people to live a cancer-free life, or their best life with cancer.

What We Do

The American Cancer Society was created more than 100 years ago for one purpose – to liberate the world from the threat of cancer. We are advocates, researchers, volunteers, caregivers, survivors, patients, and donors. Together, we are a united force against all cancers. We are an organization of 2.5 million strong. From prevention to diagnosis, from treatment to recovery, we’re here every step of the way. Our vision is a world free from the pain and suffering of cancer. Our purpose is to achieve it.

Our project is sponsored by: American Cancer Society