Let’s Get Tactical: Understanding Digital Metrics and What They Mean

We’ve all heard how we should be measuring our digital communications, and we likely already have many metrics available to us across our social media, email and web properties.

But what do these metrics mean?
Which should we prioritize?
And how can we most easily collect and analyze the data?

This session will answer each of these questions and provide a detailed review of Facebook Insights, Twitter Analytics, and social tracking tactics within Google Analytics.

Additionally, sample Digital Metrics Spreadsheets will be provided to help simplify both ongoing digital communications and time-specific campaigns, enabling attendees to immediately put our shared learnings into practice.


Chris Tuttle


Tuttle Communications
Chris Tuttle has nearly 20 years of experience working within and consulting for nonprofit organizations developing online strategies to increase constituent engagement, including website development, online marketing, email communications, social media, advocacy, and multi-channel fundraising campaigns. Chris has accomplished a wealth of initiatives and proven successes, including having developed a national anti-bullying campaign involving over half a million students in over 5,000 K-12 schools across the US; developed an online networking community of over 40,000 student organizers; trained over 5,000 individuals at local, state and national sessions and conferences on topics ranging from online constituent engagement to community advocacy and organizing to social media best practice. Chris provides training, coaching, and consultants for nonprofits, small businesses and personal brands, and is a regular speaker at local and national conferences. Chris is also a self-diagnosed geek, still plays with LEGO, jigsaw puzzles and does a fairly good Kermit The Frog imitation.

Leah Kopperman

Analytics & Digital Director

The Jewish Education Project
Leah is an experienced nonprofit digital strategist who focuses on data-informed communications. She's spent her career working in the nonprofit sector, either directly on staff or in a consulting capacity. In her current role at The Jewish Education Project she's building an integrated CRM and website from the ground up. She has worked at Blackbaud as a Senior Enterprise Consultant, at Barnard College as Director of Electronic Communications, and has taught online engagement strategy to graduate students in The New School's Milano School of International Affairs, Management & Urban Policy. Outside of her professional life Leah has served as a board member of The Stonewall Chorale and as a member of the communication committee of the Gay & Lesbian Anti-Violence Project. She live in Brooklyn, NY, with her wife and two cats and can be found singing with the Stonewall Chorale, riding around town on her Piaggio BV 350 motorscooter, and traveling any chance she gets. Leah holds a BA in psychology from Barnard College, an MA in Sociology from the University of Buffalo, an MS in Nonprofit Management from The New School, and has completed coursework toward an MS in Predictive Analytics at Northwestern University.

Ritu Sharma

CEO & Founder

Social Media for Nonprofits
Ritu Sharma is the CEO of Social Media for Nonprofits(SM4NP), an organization bringing educational programs in information and communication technologies (ICT) to nonprofits worldwide through signature one-day conference series, webinars, content and online learning. In addition to the capacity building work, SM4NP amplifies social movements powered through social media through its global network of change makers. She speaks frequently around the world on a variety of topics in the nonprofit and social media spheres with a passion for effecting social change through social technologies. She writes a blog at the Huffington Post on the intersection of social media, social change and leadership.

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