Data and analytics glossary (download)

Data and analytics can provide valuable insights into the behaviour of supporters and beneficiaries of your charity, as well as being a useful method to measure return on investment of your campaign efforts.

Using analytics platforms such as Google Analytics or Adobe Analytics you can track your users' behaviour, get real-time data and measure the success of your campaigns. This information can then be used to optimise the performance of your charity website in the future.

Why it’s important to understand data and analytics terminology:

• User behaviour and demographics: It is important that your charity website reaches the right people, whether they are showing support or benefit from your services or both. Your data can provide valuable insights into how users are interacting and can highlight areas where your website may not meet user needs
• New opportunities: Your data can help you identify new opportunities to optimise your donation funnel, increase newsletter sign ups etc. Often, there are simple changes that can make a big difference to your online success
• Data-driven decision-making: More informed and strategic decisions can be made when your choices are backed by data. Google Analytics can show you where your traffic is coming from, where users are leaving,