#NPRChats is an informal way for NPR Digital Services to talk with and answer questions from our Member Stations about a different topic or theme each month.
The upcoming March 4th chat will focus on the SAS Analytics Dashboard—one of the most important tools available for evaluating your station’s digital strategy! NPR Digital Service’s own Michelle Bellettiere (@NPRBelle), Digital Analytics Senior Manager, will be joining the chat to answer any questions you may have about Analytics Dashboard features and benefits.
The Core Publisher development team has been working hard to introduce a fully functioned responsive web theme. Over the past few months a handful of sites have moved to this new theme which provides a cleaner look and allows a consistent experience across devices. While we can't share sites confidential details, we can point to a few positive trends that we have seen post launch.
Lately lots of people have been emailing me links to articles about a phenomena called "dark social." This is interesting because "dark social" is the phrase coined to describe what was originally thought to be impact of the social sharing of links directly between individuals through email and chat. Back in 2012, Alexis Madrigal wrote an article about a concerning trend that he was seeing on theatlantic.com.
NPR member stations are successfully using a web first approach to digital news that is rapidly capturing new online audience. We have watched our social media traffic grow and are consistently improving our reach through new tools, platforms and partnerships, but to fulfill our long-term goals we'll need to encourage deeper engagement and direct relationships between stations and their new audience.
On our December Station Analytics Insights webinar we presented some data about the tremendous audience growth coming from mobile devices. If you have ever wondered how mobile users get to your site or what the best platform is for growing new audience, then you'll want to set aside 10 minutes to watch the video. Once you've watched - join the conversation by tweeting your thoughts using #PubMetrics
There are two parts to turning on E-Commerce Tracking:
#1 - Add Code to Your Pledge Form:
Special Google Analytics code needs to be added to your pledge confirmation page. The specifics of what code needs to be added depends on your pledge form and how it is coded, but in most cases it will capture information on what the transaction is, and how much money it represents, and send that information to your Google Analytics account.
We're working on a broader best practices document to outline methods for engaging the newsroom in analytics. For now, though, here's a way to start the conversation. No metric is a one size fits all. But there are two high level questions that should form the basis for any benchmark. Those are:
Is my audience growing? And Is my audience engaged?
The following updates were made to Core Publisher this week:
Station Analytics System
Core Publisher stations are now ready to move over to SAS tracking. We will be moving stations to SAS tracking over the next few days. Along with this comes some additional data in Google Analytics, namely author, tag, and keyword popularity. And much more to come. Stay tuned.
Here are some frequently asked questions around the Station Analytics System (SAS):
Q: What is SAS? A: SAS is the Station Analytics System –it’s comprised of two main parts: the Tag Management System (TMS), which generates a custom analytics tag for all your pages, and dashboards showing your station’s site and stream metrics.
Having trouble getting setup in the Station Analytics System? Not sure what you need in order to get started? Follow the steps below to get your station up and running on the new system and start benefiting from the new tracking tag today!