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Use Google Analytics to maximise your online direct debit facility

Following on from last week’s blog, this week’s tip for maximising your online fundraising is to start using Google Analytics to track donor behaviour.

Using Google Analytics is a quick and easy way to monitor which areas of your site are working better than others. This free tool can help you track how online donors reach your site and which pages they explore before donate.

We use our company website to promote our services and keep clients up-to-date on system and industry changes, best practices for online and regular giving and tips like this blog post. Monitoring the site through Google Analytics has allowed us to see what content works and what doesn’t. We can then improve on the content we offer or make it easier for viewers to navigate the site.

This feature is also available to eDirectDebit clients on your direct debit webpage. It’s a great (and FREE) tool that will help you track conversions and where your donor has already been before setting up their Direct Debit. This information is really useful if your website has many links leading to your direct debit webpage or if external websites or emails are linking to your eDirectDebit page.

To start benefiting from the service, just send us your Google Analytics code (starting with UA- followed by a number) and we will apply it to your site. Once we have added the code, it takes 24 hours for Google to start recording data.

If you don’t have a Google Analaytics account, it’s incredibly easy and free to set up. Just click on the link for Google Analytics and follow the set up instructions. Once you’ve set up your account, you can set up a profile for your eDirectDebit site and then send us the web property ID generated by Google. We will apply it to your eDirectDebit webpage the next working day.

To benefit from Google Analytics, email your code to eddsupport@rapidata.co.uk.

Coming next week . . .
Using your eDirectDebit webpage to reactivate direct debits

If you are already an eDirectDebit user and you have any questions regarding your eDirectDebit service, please do not hesitate to contact us.

Posted by Scott Gray on 18/06/2010 within Direct Debit, Fundraising
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