The document discusses 5 ways to improve a higher education website with Google Analytics. It recommends that higher ed institutions use Google Analytics because data is important for website goals and decisions. Setting up Analytics can be complicated for higher ed due to domains and subdomains. Institutions should define goals for the website focused on key performance indicators. Traffic sources matter because they impact which bring in the most conversions. Customizing Analytics with events, dashboards, and segments allows an institution to make the tool their own.

1. Five Ways to Improve Your
Higher Ed Website with Google
Analytics
Becky Vardaman– Vice President of Strategy
July 9, 2014

2. July 9, 2014 - 2
Welcome &
Thank You
#AnalyticsHigherEd
Becky Vardaman
@BeckyVardaman
Becky@ConvergeConsulting.org

3. July 9, 2014 - 3
• Yes, you need (strategic) Google Analytics
• Set up can be... complicated
• Your goal should be Goals
• Traffic Sources matter
• Customize
5 Things to Know
#AnalyticsHigherEd

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#1) Yes, You Need Google Analytics
#AnalyticsHigherEd

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Because The Internet #AnalyticsHigherEd
*Source: Noel-Levitz 2014 E-Expectations Report

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Data > Pretty Much Everything Else
#AnalyticsHigherEd

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Why Do We Have a Website?
#AnalyticsHigherEd

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A Process, Not a Task
#AnalyticsHigherEd

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You Don’t Hear From Everyone You’ve Turned Off
#AnalyticsHigherEd
Sometimes they just don’t call.

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#AnalyticsHigherEd
You: Is our website important?
Doubter: Yes, of course.
You: How much time, money and energy do we currently spend on our
website?
Doubter: So much. Look at this project timeline, this contract and these
fees!
You: Wouldn’t our time, money and energy be better spent if we had clear
digital goals and data to support our marketing decision making?
Doubter: Of course. But how?
You: Google Analytics, a free tool, can help. Here’s how...
Doubter: Wow, you deserve a raise and a closer parking spot!
Have This Conversation

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#2) Set Up Can Be... Complicated
#AnalyticsHigherEd

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#AnalyticsHigherEd
Perfect World

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#AnalyticsHigherEd
Higher Education

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#AnalyticsHigherEd
Things to consider:
• Account Structure
• Domains
• Subdomains
• Self referrals
• Universal Analytics

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1
http://www.convergeuniversity.edu/login
Protocol
Subdomain
Root Domain
subdirectory
#AnalyticsHigherEd
Anatomy of a URL

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1
#AnalyticsHigherEd
Account Structure

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#AnalyticsHigherEd
Root Domains

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#AnalyticsHigherEd
Subdomains

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1
Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create View
Careercoaches.ntc.edu
Courseschedule.ntc.edu
Dairylandacademy.org
Notes02.ntc.edu/intranet2
Ntcptl9u.aurora.tc
Replay.ntc.edu
www.ntc.edu
www.sparkintomanufacturing.c
om
Mprtoolkit.ntc.edu
wampen
#AnalyticsHigherEd
Make A Map

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2
#AnalyticsHigherEd
Finding the Domains & Subdomains

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2
#AnalyticsHigherEd
Finding the Domains & Subdomains

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2
#AnalyticsHigherEd
Finding the Domains & Subdomains

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#AnalyticsHigherEd
Self Referrals

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Do You Have Them?
#AnalyticsHigherEd

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Where Do They Come From?
#AnalyticsHigherEd

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2
Tracking Code Missing Or Not Working
#AnalyticsHigherEd

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2
Tracking Code Missing Or Not Working
#AnalyticsHigherEd

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2
Tracking Code Missing Or Not Working
#AnalyticsHigherEd

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2
Inconsistent Tracking Code Configuration
#AnalyticsHigherEd

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3
#AnalyticsHigherEd
Inconsistent Tracking Code Configuration

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3
#AnalyticsHigherEd
Inconsistent Tracking Code Configuration

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3
Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create View
Careercoaches.ntc.edu
Courseschedule.ntc.edu
Dairylandacademy.org
Notes02.ntc.edu/intranet2
Ntcptl9u.aurora.tc
Replay.ntc.edu
www.ntc.edu
www.sparkintomanufacturing.c
om
Mprtoolkit.ntc.edu
wampen
#AnalyticsHigherEd
Back to Subdomains

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#AnalyticsHigherEd
Universal Analytics

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3
#AnalyticsHigherEd
What’s New?
1. The Measurement Protocol
2. Offline Conversion Import
3. Sever-side Sessionization
4. Custom Dimensions and Custom Metrics
5. Dimension Widening
6. Cost Data Import

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3
#AnalyticsHigherEd
Universal Analytics To The Rescue!

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3
#AnalyticsHigherEd
Universal Analytics To The Rescue!

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3
#AnalyticsHigherEd
Universal Analytics Takeaways
This is coming.
You will need to get on board (eventually).
There are some great tools yet to be released… stay tuned.
Migration:
November 2012: Private Beta
April 2013: Public Beta
Summer-Fall 2013: Gradual roll out of features.
Should We Switch?
1. How much customization have you already done to Google Analytics?
2. How much time and/or experience does you or your team have?
3. Both? Upgrade Center?

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Google Tag Manager

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Google Tag Manager

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Google Tag Manager

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#3) Your Goal Should Be Goals
#AnalyticsHigherEd

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4
#AnalyticsHigherEd
What Are Our Website Audiences?

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4
#AnalyticsHigherEd
Why Do We Have a Website?

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44
Web Analytics Framework
1 Business Objectives
2 Website Goals
3
Key Performance
Indicators (KPIs)
4 Targets
5 Segments

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Types of goals
URL destination Goal completed when visitor views defined URL
Time on site
Goal completed when visitor spends X amount of time on
site
Pages / visit
Goal completed when visitor views X number of pages on
site
Event Goal completed when visitor takes a predefined action
#AnalyticsHigherEd

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4
#AnalyticsHigherEd
Is This Good or Bad?
• 2,000 page views
• 70% returning visitors
• 80% bounce rate

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#4) Traffic Sources Matter
#AnalyticsHigherEd

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4
#AnalyticsHigherEd
Where To Find Traffic Sources

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4
#AnalyticsHigherEd
Types of Traffic
Direct
Visitors who come directly to the website using the
domain name.
Search engines By default, GA tracks 20+ different search engines.
Referrals
Links that appear on
other websites.
Campaigns Custom! You decide.

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Campaign Tracking
http://www.convergeuniversity.edu/admissions?utm_source=facebook&utm_medium=social&utm_campaign=fall-2013-
campaign&utm_content=video1

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Why It Matters So Much to Higher Ed Marketing
• Which traffic sources convert best on goals?
• At what rate? Over time?
• Which traffic sources do we spend money on?
• Which traffic sources do we spend time on?
• What unexpected trends can we capitalize on?

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#5) Customize
#AnalyticsHigherEd

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Make It Your Own
#AnalyticsHigherEd

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Events

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Events
#AnalyticsHigherEd

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Dashboards
#AnalyticsHigherEd

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Dashboards
#AnalyticsHigherEd

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Dashboards
Where to start?
• Goals
• Current reporting (replace with a dashboard)
• Content heavy sections of your site (blog, news)
• Content contributors
• A specific Campaign
• A specific Traffic Source (social media, ppc, referrals)
• Inbound marketing process (attract, convert, delight)
#AnalyticsHigherEd

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• Yes, you need (strategic) Google Analytics
• Set up can be... complicated
• Your goal should be Goals
• Traffic Sources matter
• Customize
Wrapping Up: 5 Things to Know
#AnalyticsHigherEd

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Google Analytics Two-Day Workshop
#AnalyticsHigherEd

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#AnalyticsHigherEd
www.convergeconsulting.org/converge2014

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Thank You & Questions
#AnalyticsHigherEd
Becky Vardaman
@BeckyVardaman
Becky@ConvergeConsulting.org