Measuring success of your digital efforts is critical for every institution’s strategy. Social media and web analytics can quantify traffic source and volume. However, these statistics along don’t help us answer questions of ROI in the same way that conversions metrics do. If we can link things like event registrations, memberships, and giving to particular digital channels or campaigns, we’re in a much better position to explain the impact of our work, iterate and improve what we do, and make the case for additional investment.
Engagement professional don’t have the right vocabulary to talk to their web teams or vendors about this need. In this episode of Advancement Live, Greg Zguta will help us get this important dialog started. We will cover the following questions:
- What are conversion metrics and why should we track them?
- How do you set up conversion tracking, using Google Analytics?
- If you decide this would be valuable, how do you initiate the conversation with your web team and/or vendors?
Andrew GossenAndrew is a social media strategist/social anthropologist with a strong alumni relations background who is interested in the intersection between community, communication, and technology. His goal is to capitalize on the opportunities offered by emerging technologies, mobile and social, to advance organizational goals by enhancing connectedness and engagement between constituents and organizations, as well as among the constituents themselves. Andrew has a strong track record of recognizing emerging opportunities, mobilizing support for pilot projects and integrating successful experiments into organizational structure and strategy.
Greg is the technical lead at mStoner, which involves everything from technology strategy to content management system selection to website implementation, training, and support. His job is to make to make the website work.
Greg has been a working on web projects since 1994. He began my career at the University of Missouri School of Journalism, and in 1996 took a position at Global Image (mStoner’s sister company until becoming one big, happy family in 2010.) In his time with Global Image, Greg worked as a developer, project manager, and technical lead on projects in higher education, health care, financial services, ecommerce, and more. Greg has a strong background in software development, along with experience with multiple content management systems, database platforms, programming languages, and various types of system integration on the web.