Five Ways to Improve Your Higher Ed Website with Google Analytics

Becky Vardaman– Vice President of Strategy

July 9, 2014

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Welcome & Thank You

#AnalyticsHigherEd

Becky Vardaman

@BeckyVardamanBecky@ConvergeConsulting.org

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• 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?

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A Process, Not a Task

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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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http://www.convergeuniversity.edu/loginProtocol

Subdomain

Root Domain

subdirectory

#AnalyticsHigherEd

Anatomy of a URL

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#AnalyticsHigherEd

Account Structure

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#AnalyticsHigherEd

Root Domains

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#AnalyticsHigherEd

Subdomains

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Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create ViewCareercoaches.ntc.eduCourseschedule.ntc.eduDairylandacademy.orgNotes02.ntc.edu/intranet2Ntcptl9u.aurora.tcReplay.ntc.eduwww.ntc.eduwww.sparkintomanufacturing.comMprtoolkit.ntc.eduwampen

#AnalyticsHigherEd

Make A Map

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#AnalyticsHigherEd

Finding the Domains & Subdomains

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#AnalyticsHigherEd

Finding the Domains & Subdomains

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#AnalyticsHigherEd

Finding the Domains & Subdomains

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Self Referrals

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Do You Have Them?

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Where Do They Come From?

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Tracking Code Missing Or Not Working

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Tracking Code Missing Or Not Working

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Tracking Code Missing Or Not Working

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Inconsistent Tracking Code Configuration

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#AnalyticsHigherEd

Inconsistent Tracking Code Configuration

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#AnalyticsHigherEd

Inconsistent Tracking Code Configuration

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Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create ViewCareercoaches.ntc.eduCourseschedule.ntc.eduDairylandacademy.orgNotes02.ntc.edu/intranet2Ntcptl9u.aurora.tcReplay.ntc.eduwww.ntc.eduwww.sparkintomanufacturing.comMprtoolkit.ntc.eduwampen

#AnalyticsHigherEd

Back to Subdomains

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#AnalyticsHigherEd

Universal Analytics

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#AnalyticsHigherEd

What’s New?

1. The Measurement Protocol2. Offline Conversion Import3. Sever-side Sessionization4. Custom Dimensions and Custom Metrics5. Dimension Widening6. Cost Data Import

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#AnalyticsHigherEd

Universal Analytics To The Rescue!

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#AnalyticsHigherEd

Universal Analytics To The Rescue!

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#AnalyticsHigherEd

Universal Analytics TakeawaysThis 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 BetaApril 2013: Public BetaSummer-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

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#AnalyticsHigherEd

What Are Our Website Audiences?

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Why Do We Have a Website?

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Web Analytics Framework

1 Business Objectives

2 Website Goals

3Key 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 siteGoal completed when visitor spends X amount of

time on site

Pages / visitGoal completed when visitor views X number of

pages on site

EventGoal completed when visitor takes a predefined

action

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#AnalyticsHigherEd

Is This Good or Bad?

•2,000 page views•70% returning visitors•80% bounce rate

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#4) Traffic Sources Matter

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#AnalyticsHigherEd

Where To Find Traffic Sources

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#AnalyticsHigherEd

Types of Traffic

DirectVisitors who come directly to the website using

the domain name.

Search enginesBy default, GA tracks 20+ different search

engines.

ReferralsLinks that appear on

other websites.

Campaigns Custom! You decide.

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Campaign Trackinghttp://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

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Dashboards

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Dashboards

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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

@BeckyVardamanBecky@ConvergeConsulting.org