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.
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5 Ways To Improve Your Higher Ed Website With Google Analytics with Becky Vardaman of Converge Consulting
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
4. July 9, 2014 - 4
#1) Yes, You Need Google Analytics
#AnalyticsHigherEd
5. July 9, 2014 - 5
Because The Internet #AnalyticsHigherEd
*Source: Noel-Levitz 2014 E-Expectations Report
6. July 9, 2014 - 6
Data > Pretty Much Everything Else
#AnalyticsHigherEd
7. July 9, 2014 - 7
Why Do We Have a Website?
#AnalyticsHigherEd
8. July 9, 2014 - 8
A Process, Not a Task
#AnalyticsHigherEd
9. July 9, 2014 - 9
You Don’t Hear From Everyone You’ve Turned Off
#AnalyticsHigherEd
Sometimes they just don’t call.
10. July 9, 2014 - 10
#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
11. July 9, 2014 - 11
#2) Set Up Can Be... Complicated
#AnalyticsHigherEd
12. July 9, 2014 - 12
#AnalyticsHigherEd
Perfect World
13. July 9, 2014 - 13
#AnalyticsHigherEd
Higher Education
14. July 9, 2014 - 14
#AnalyticsHigherEd
Things to consider:
• Account Structure
• Domains
• Subdomains
• Self referrals
• Universal Analytics
15. July 9, 2014 - 15
1
http://www.convergeuniversity.edu/login
Protocol
Subdomain
Root Domain
subdirectory
#AnalyticsHigherEd
Anatomy of a URL
16. July 9, 2014 - 16
1
#AnalyticsHigherEd
Account Structure
17. July 9, 2014 - 17
#AnalyticsHigherEd
Root Domains
19. July 9, 2014 - 19
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
20. July 9, 2014 - 20
2
#AnalyticsHigherEd
Finding the Domains & Subdomains
21. July 9, 2014 - 21
2
#AnalyticsHigherEd
Finding the Domains & Subdomains
22. July 9, 2014 - 22
2
#AnalyticsHigherEd
Finding the Domains & Subdomains
23. July 9, 2014 - 23
#AnalyticsHigherEd
Self Referrals
24. July 9, 2014 - 24
2
Do You Have Them?
#AnalyticsHigherEd
25. July 9, 2014 - 25
2
Where Do They Come From?
#AnalyticsHigherEd
26. July 9, 2014 - 26
2
Tracking Code Missing Or Not Working
#AnalyticsHigherEd
27. July 9, 2014 - 27
2
Tracking Code Missing Or Not Working
#AnalyticsHigherEd
28. July 9, 2014 - 28
2
Tracking Code Missing Or Not Working
#AnalyticsHigherEd
32. July 9, 2014 - 32
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
33. July 9, 2014 - 33
#AnalyticsHigherEd
Universal Analytics
34. July 9, 2014 - 34
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
35. July 9, 2014 - 35
3
#AnalyticsHigherEd
Universal Analytics To The Rescue!
36. July 9, 2014 - 36
3
#AnalyticsHigherEd
Universal Analytics To The Rescue!
37. July 9, 2014 - 37
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?
41. July 9, 2014 - 41
#3) Your Goal Should Be Goals
#AnalyticsHigherEd
42. July 9, 2014 - 42
4
#AnalyticsHigherEd
What Are Our Website Audiences?
43. July 9, 2014 - 43
4
#AnalyticsHigherEd
Why Do We Have a Website?
44. July 9, 2014 - 44
44
Web Analytics Framework
1 Business Objectives
2 Website Goals
3
Key Performance
Indicators (KPIs)
4 Targets
5 Segments
45. July 9, 2014 - 45
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
46. July 9, 2014 - 46
4
#AnalyticsHigherEd
Is This Good or Bad?
• 2,000 page views
• 70% returning visitors
• 80% bounce rate
48. July 9, 2014 - 48
4
#AnalyticsHigherEd
Where To Find Traffic Sources
49. July 9, 2014 - 49
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.
50. July 9, 2014 - 50
Campaign Tracking
http://www.convergeuniversity.edu/admissions?utm_source=facebook&utm_medium=social&utm_campaign=fall-2013-
campaign&utm_content=video1
51. July 9, 2014 - 51
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?
52. July 9, 2014 - 52
#5) Customize
#AnalyticsHigherEd
53. July 9, 2014 - 53
Make It Your Own
#AnalyticsHigherEd
58. July 9, 2014 - 58
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
59. July 9, 2014 - 59
• 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
60. July 9, 2014 - 60
Google Analytics Two-Day Workshop
#AnalyticsHigherEd
61. July 9, 2014 - 61
#AnalyticsHigherEd
www.convergeconsulting.org/converge2014
62. July 9, 2014 - 62
Thank You & Questions
#AnalyticsHigherEd
Becky Vardaman
@BeckyVardaman
Becky@ConvergeConsulting.org
