support call-to-action engagement (clicks on CTAs for support) Measuring non-profit websites Organic search: Your SEO activities and content strategy can be measured with the rise and fall of keyword rankings, traffic sent from your top keywords and overall organic search traffic over time. Paid search (PPC). PPC advertising is gaining in relevance for many non-profits. Measure the impact of each campaign and keyword to better understand the effects of your investment. Remarketing. Remarketing can be used to reengage with a campaign, cause or brand. As users leave your website, you can still connect with them by showing exclusively those users displays ads and text ads throughout the web on third-party websites and within search. Referring websites. Which websites link to your non-profit site? How much traffic do these websites refer? Social referral traffic. Within Google Analytics, you can automatically distinguish between Facebook, Pinterest, Twitter, Google Plus, etc. Social media measurement is important to understand engagement and conversation about a cause and with your non-profit brand.
7. Click Share Similar to impression share, click share also provides you with direct competitive insight for your campaigns. For example, if you receive 60% of the clicks for a keyword, it's estimated that there were 40% more clicks you could have received or that your competitor received the other 40%. Click share is the estimated amount of shares you received during a campaign. This metric determines whether your campaign has the potential to capture more clicks or not. This data can also be used to increase the number of potential clicks that your competitors receive by increasing bids, budgets, ad extensions, etc. 8. Quality Score The quality score metric determines the quality and relevancy of your ad content. Your quality score will depend on several factors including past performance, CTR history, landing page experience, keyword relevance, and ad content relevancy. Quality score plays an essential role in determining the position of your ad on search results pages. If you're experiencing a high-qualityscore, it shows that your PPC ad is meeting potential customer requirements.
Direct visitors. Don't ignore direct visitors. Many of your other marketing efforts may drive direct visits up as a second touch. Custom defined channels. You can isolate other channels in your reporting to understand ROI from these unique channels. For example, traffic from a mobile app. Social influence. Social influence is more than just clicks from Facebook. It represents future potential. By building your reach on social media you can increase social traffic and advocacy online. Twitter reach is an example of social influence, and it can be clearly measured. Common fundraising metrics Sure, this is not an exhaustive list of potential metrics to grow a non-profit's fundraising abilities, but properly executing these metrics can give a non-profit a wealth of data on how to improve their fundraising efforts.
The success of a PPC campaign also depends on the number of impressions you get that lead to clicks and conversions. 2. Clicks KPI determines how many people click on your ad. These clicks are the key indicator of a successful PPC campaign as every conversion is only one click away. The performance of a campaign is often measured with the number of clicks you receive. If there are no recorded clicks, you should consider making a few changes, such as increasing bids, changing keywords, etc. While clicks are a great KPI on how your campaign is performing, they aren't the sole measurement when it comes to the success of a campaign. 3. CTR CTR, Click-Through Rate, is also one of the key components to measuring the success of a PPC campaign. CTR is measured by dividing the total number of clicks during your campaign by the total number of impressions. A high CTR results in a high-quality score, which will ultimately help maintain your ads position on a search results page. Achieving a high CTR also shows that you are driving more people to your website or landing page.