Google Analytics Set Up & Training

Help The PEN/Faulkner Foundation track activity on their website to get a clear sense of how visitors access and learn about their products and services.
The PEN/Faulkner Foundation
Washington, DC, USA
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The PEN/Faulkner Foundation
Washington, DC, USA


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Posted September 28th

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Project Details

What We Need
  • Setup of Google Analytics account and tracking codes for web assets (e.g. mobile apps, website, blog, social media)
  • Training on how to track performance, set up reports and analyze the data collected online
  • Set of guidelines for data collection, interpretation and analysis
Additional Details

We are looking to set up our Google Tag Manager account and use Google Analytics as part of Tag Manager. The web assets we want to begin tracking are our WordPress website, Give Lively donation platform, Mailchimp email newsletter, Facebook and Twitter advertisements, and Eventbrite events.

What We Have In Place
  • We already have existing Google Analytics and Tag Manager accounts that we can give you access to. We also have a dedicated staff member who will oversee this project and who can provide more information on the metrics we've been tracking, as well as access to our website and other web assets.
How This Will Help
This project will save us $6,772 , allowing us to purchase more culturally relevant books to donate to students in under-resourced schools.

Developing a robust tracking system will allow us to analyze how we're currently reaching our constituents and supporters, which will help inform our strategy to build better relationships with them.

Project Plan

Prep: Information Sharing & Goal Setting
  • Volunteer Manager gives overview of any current use of online statistics and shares admin details for existing Google Analytics account (if it exists)
  • Professional connects with Volunteer Manager for a brainstorming/overview session, to discuss goals, current web platforms, and existing data on statistics (if any)
  • Professional and Volunteer Manager outline next steps and timeline for the project
Milestone 1: Tracking Setup
  • Professional explains basics of getting started with Google Analytics and sets up tracking codes based on the Organization’s goals
  • Professional trains Volunteer Manager on setting up reports to collect desired data
  • Professional reviews implementation of tracking codes to ensure they are working and helps troubleshoot as needed
Milestone 2: Training
  • Professional creates guidelines for data interpretation and analysis, and shares any tips for continued used of Google Analytics
  • Professional reviews above guidelines and tips with Volunteer Manager
  • Professional is available for up to two weeks to address questions as Volunteer Manager starts to regularly monitor analytics
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About The Org

The PEN/Faulkner Foundation
Posted by
Amanda L.

Media and Communications Associate

Our Mission

The PEN/Faulkner Foundation celebrates literature and fosters connections between readers and writers to inspire and enrich both individuals and communities.


Eric has been an absolute pleasure to work with and I cannot recommend him highly enough. He is extremely professional and knowledgeable about Google Analytics and Tag Manager. From the beginning, he shared resources that were helpful for us to understand the project and our goals and to begin the process of mapping the events we wanted to track on our website. He worked quickly and independently, always responded in a timely manner, and gave clear instructions for any support we needed to provide, as well as clear explanations and answers for any questions I had. He has gone above and beyond to make this project a success for PEN/Faulkner and working with him has tremendously increased my own understanding of website analytics.
Amanda L.
Amanda L.

Media and Communications Associate

Google Analytics Set Up & Training Project

Working with The PEN/Faulkner Foundation was not just a fantastic experience but also an honor. This project faced some of the most complex technical sides of analytics. But thanks to Amanda! There was a surgical precision and effectiveness about the way she collaborated and communicated that made the end of this project plain sailing. The PEN/Faulkner Foundation has been very considerate and appreciative. I got the chance to learn about incredible writers and was inspired to read more again.
Eric H.
Eric H.