This presentation will give you a quick high-level overview on how to set up Google Analytics 4, setting filters and conversion events, and how to read standard GA4 reports — all with a view to helping you see the importance of having this in your school's marketing toolkit.

1. Google Analytics 4:
A Quick Start Guide

2. Our HEM Presenters today
Alexander Nachaj
Director, Paid Ads & Analytics
Higher Education Marketing
Philippe Taza
CEO
Higher Education Marketing

3. Today’s Presentation
The Value of Analytics for Your School
Setting Up Your GA4 Property
Primary Reports Overview
Data Explorations to Create

4. Poll #1
How often do you review your
Google Analytics?
DAILY
NEVER OCCASIONALLY

5. Poll #2
Which version of Google Analytics
do you have?
UNSURE
GA4 UA BOTH

6. See who’s visiting your
website, which pages,
for how long.
Why GA?
The most-used
web analytics tool
in the world
Learn about your
online audience
Over 28 million
websites
Know which digital
sources are sending the
most traffic your way
Know which sources
are sending the most
worthwhile traffic
Measure the ROI of
your digital marketing
efforts

7. How Google Analytics Fits with your KPIs
.
Your Digital Marketing Goals &
Objectives should reflect and
drive your KPIs
Application Complete
Thank-you Page
CONTACT US APPLY

8. Set GA “Conversion Events” to Fit Your KPIs
. Set event name
Set event conditions
Mark as conversion

9. Types of Conversions that can be Tracked in GA4
URL destination (TY page)
Call to Action Clicks
“Mailto” or “Callto” Clicks
File Downloads

10. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Setting up your GA4
Select Admin

11. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Admin Interface
Admin
Users – Account Access Management
Filters – Define Internal Traffic
Tag – Set up Tracking Code
Links – Link Products to GA4

12. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Users - Access Management
...could Be Added as a User
Anyone with an email address associated to a Google Account
Can be a Gmail address other than your school’s
… should Be Added as a User
Member of your team assigned to configure or track GA
A digital partner you have hired to manage SEO, website content, and/or
digital ads

13. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Filters - Define Internal Traffic
Find internal IPs and
then block them.
Data Streams > Configure
Tag Settings > Show All >
Define Internal Traffic

14. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Tag - Set Up Tracking Code
Insert your ID and set
Trigger to all pages
Data Streams >
Measurement ID

15. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Link - Link Products to GA4
Scroll down until you see Product Links

16. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Using GA4 - Main Interface

17. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Real Time Report

18. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Real Time Report - Testing Conversions

19. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Engagement Report - Pages and Screens

20. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Engagement Report - Conversions

21. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Acquisition - User Acquisition

22. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Acquisition Report - Traffic Report Details

23. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Acquisition Reports - Reading Common Channels
▪ Paid Search → users who clicked one of your Google Ads
▪ Organic Search → visitors who found your pages by
searching in Google
▪ Direct → bookmarked or typed url
▪ Paid Social → users who clicked an ad on Facebook,
Instagram, etc.
▪ Organic Social → users who came from your social media
accounts
▪ Referral → users who clicked a link from another website
▪ Email → users who clicked from one of your email
campaigns
▪ Cross Network → users engaged with an ad across
multiple networks

24. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Where are my students coming from?

25. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Demographics Report - Details
Filter for particular conversions or other events
for more detailed reporting.
Learn more about your visitors:
▪ Country
▪ City
▪ Age
▪ Gender
▪ Language

26. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Technology Report - Details
Learn more about the
technology your visitors
use:
● browser
● device
● operating system

27. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Advertising - Model Comparison

28. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Advertising - Understanding Attribution
Different attribution models
“award” conversions
differently.
Last Click is the norm, but
other models reveal
different insights into your
conversion touchpoints.

29. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Advertising - Conversion Paths

30. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Explorations - Overview

31. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Explorations - Overview

32. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Explorations - Build Segments

33. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Explorations - Blog Traffic Report

34. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Explorations - Landing Page Subdomain Report

35. INTRODUCTION TO GOOGLE ANALYTICS FOR SCHOOLS
Explorations - Cohort Analysis (Weeks to Convert)

36. Schedule a Free Google Analytics Assessment
REQUEST A FREE ASSESSMENT
➜ Check Conversion Events
➜ Identify Traffic Trends
➜ Review Audience
Demographics
➜ Review key Reports

37. Free Marketing Consultation
Scott Cross
North America Regional Manager
514-312-3968 x 117
scross@higher-education-marketing.com
Philippe Taza
CEO
514-312-3968 x 104
ptaza@higher-education-marketing.com