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?