Hidden Secrets of Google Analytics

You’ve used Google Analytics for years, but how deep have you searched into its hidden, labyrinthian corners? In this advanced workshop, you’ll get introduced to the reports, dimensions, segments, and other features you never knew could be so valuable, including:

  • Using service provider names to identify your audience
  • Using site search terms to inform your content strategy
  • Creating meaningful dashboards and automating your emailed reports
  • Best practices for filtering, campaigns, and event tracking

This workshop will dive into the inner depths of this analytics tool while staying focused on what really matters to your key stakeholders.

We’ll be using case studies of Google Analytics implementations from real nonprofit websites, campaigns, and mobile apps to illustrate all these hidden secrets. You will walk out of this session with a list of immediate next steps for enhancing your Google Analytics implementation, a wealth of knowledge about how you can push this tool to help you better measure your organization’s digital goals, and new techniques for reporting website data to your stakeholders.


Devon Smith


Measure Creative
Devon is the co-founder of Measure Creative, a 2-person digital studio based in Portland, Oregon that helps nonprofit organizations understand their audiences and become better storytellers. We believe in balancing human-centered thinking with data-driven insights, and are currently working with clients such as Business for Social Responsibility, International Committee of the Red Cross, James Irvine Foundation, and Portland'5 Center for the Arts. She was formerly the director of analytics at Threespot, with a portfolio of clients including the Barr Foundation, Bill and Melinda Gates Foundation, Ford’s Theatre, and the Smithsonian. Earlier in her career, Devon worked for Actors Theatre of Louisville, Corporation for Public Broadcasting, Roundabout Theatre Company, and the World Science Festival. She has been a featured speaker at dozens of arts and technology conferences across the US, UK, and Australia. Devon holds two bachelor degrees from the University of Washington and an MBA and MFA from Yale University.

Julia Robinson

Manager, Communications

Julia leads social media and digital marketing strategy for BSR, a nonprofit business network dedicated to sustainability. She is the editor of the BSR blog and communications liaison for BSR's inclusive economy program. Additionally, Julia has contributed to research on responsibility in advertising and developing sustainability reports for BSR members and clients. Previously, Julia worked at women's health and empowerment programs in South Africa and Sierra Leone.

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