Tracking Setup

Implementing a website with a powerful analytics suite it's essential to track performances, assess impact and take data-informed decisions for both content and design.

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What is the Global Property?

Start by watching this introduction video about the Global Tracking Property:

The Global Tracking Property (2019)

What should be tracked into the Global Property?

The Global Property should track:

• Main websites

• Advocacy pages

• Fundraising pages

• Engagement platforms

Which KPIs to track?

During the Discovery phase a set of KPIs (Key Performance Indicators) was identified, and during the Concept, the methodology to extract those wrapped up. Having a standard set of KPIs (and a common way to extract them) will allow offices to “compare apples with apples” (in some cases, P4 vs P3 performances) and finally benchmark across Greenpeace web presences.

Read here the entire story on Planet 4's Medium Post

Here’s the final list, split by “Breadth”, “Depth” and “Open” engagement areas (check the methodology to extract them):

Breadth

• 1. Bounce Rate by Channel

• 2. Funnel Conversion by petition

• 3. Funnel Conversion Rate for volunteering

• 4. % New Users to Site

• 5. Funnel Conversion Rate start a petition

• 6. Funnel Conversion Rate for donation

• 7. Bounce Rate by page

• 8. Total sessions by channel / source

• 9. Conversion Rate for petition

• 10. Total Users / Unique Visitors

• 11. Web performance trendline (basic aggregate p/period)

Depth

• 12. Scroll Depth

• 13. Page Depth

• 14. Visitor Frequency

• 15. Visitor Recency

• 16. Time on page by mobile device / OS

• 17. Most popular tags

• 18. Visitor Action/Conversion Frequency

• 19. Members Returning for Action (MeRA)

Open

• 20. Number of New Blog Posts (by non-staff / Change Agents)

• 21. Social Sharing ratio

• 22. Total Comments per Day / Month

Google Web Stack

Here’s the Global Property “Google Web Stack” to track and visualize performances

Global Property's “Google Web Stack”

Google Tag Manager (GTM)

pageGoogle Tag Manager

Google Tag Manager (GTM) is used for the technical implementation. It will helps you to deploy other tracking codes through ONE Central Javascript code, called the Container. By connecting the GTM identifier in Settings > Planet 4, you automatically deploy the tracking code in the entire site. This is why each NRO implementing P4 must have a Google Tag Manager container under the Planet 4 GTM Account

Google Analytics (GA)

pageSet up the Google Analytics Account

Google Analytics (GA) is where data is collected and stored, based on the set up in GTM, filtered according to specific criteria for each View and available for deep insight analysis.

GA tracks users’ behaviour and provides deep insights and great option for goals setup, filtering and grouping. Google Analytics is where the deep Insights analysis must take place.

Google Data Studio (GDS)

pageGoogle Data Studio

How many times did you, as a web editor, found yourself in taking snapshots for presentations to your content owners or senior management?

Google Data Studio (GDS) provides dashboards and reports that are easy to read, easy to share, and fully customizable. Simple data in simple Dashboards allow you (or your management) to take data-driven decisions without getting lost in Google Analytics (GA), which is rightfully only used as a data source or for deep insights analysis.