Common Questions about Higher Ed Analytics

prepared exclusively for

Common Questions about Higher Ed Website Analytics…

…and How to Answer Them

Gus KroustalisDigital Marketing Strategist

Beacon Technologies

Background• Beacon was founded in 1998

• One of the longest active Google Analytics Partners• Digital Marketing and/or Website Design work in 42

states and 5 countries• Cascade Server Development Partner since 2006

• Gus Kroustalis• Lead Google Analytics strategist at Beacon• Joined Beacon in 2012• Digital Marketing professional since 2007

http://www.beacontechnologies.com/about/?utm_medium=social&utm_source=slideshare

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About This Session• Where did the questions come from?

• Combo of a recent Higher Ed survey, plus our experience with Google Analytics in the industry

• Objectives• Get clarity on analytics features you currently use• Learn about other features that will benefit your

institution’s business objectives

• Additional Q&A at the end

BeaconForHigherEd.com/ga

#1Multiple departments want analytics reporting. What is the best way to organize the Google Analytics account?


http://www.beacontechnologies.com/blog/2016/08/multiple-department-higher-ed-analytics-setup/%20%20?utm_medium=social&utm_source=slideshare

http://www.beacontechnologies.com/blog/2016/08/multiple-department-higher-ed-analytics-setup/%20%20?utm_medium=social&utm_source=slideshare

Account Structure for Multiple Departments

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Resulting Benefits:

• Site-wide tracking, with unbroken user sessions

• Department-specific tracking, with separate reports and access

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#2How is tracking structured in order to capture data for each department?


Tracking Configuration for Multiple Departments

#2 of 10



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If you are using Google Tag Manager, simply configure a separate pageview tag for each property, and specify when each tag should fire.

IMPORTANT:• Perform a complete series of testing and validation, to confirm accurate data collection.

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#3Which website users are prospective students? Can they be segmented further?


Identifying Prospective Students#3 of 10





• Replace SOME_DIMENSION_VALUE with your Visitor Type values (ex: Prospective Students, Alumni, etc.)

• Apply the highlighted code snippet to content elements that are aligned with your visitor types.

• Implementation with Google Tag Manager requires both Variable and Tag configurations.



Resulting Benefits:

• Audience segments will yield truer visit totals and conversion rates

• Custom dashboards and reports can be built for specific audiences

• Better understanding of marketing channel performance


#4What content interactions drive admission application activity?


Content Interactions#4 of 10



Utilize the event tracking feature:Undergraduate Admissions

Event Info

Open House

College Fairs

CTA

Apply Visit

Category

Actions

Labels



Visitor Capture Content Interactions Conversions

Resulting Benefits:

• Pageviews, CTA response, document downloads, video views, photo gallery usage, etc.


#5How can Google Analytics help inform redesign decisions?


Help Inform Redesign Decisions#5 of 10

Analyze content interactions and navigation-based trends:

• Header Links• Impact Image / Slider• Quick Links• Featured Content• Call-to-Action graphics


Help Inform Redesign Decisions#5 of 10

Resulting Benefits

• Data-driven design• Less risk, higher confidence

• Cost efficiencies• Improved usability & conversions


#6How can I leverage Site Search reporting for website updates?


Site Search Analysis#6 of 10

Report filters are vital, when determining the overall % of searches for various topics.


Site Search Analysis#6 of 10

Result: Consider best options for adding Calendar links/content on the Home Page.


#7What goal conversions should we be tracking?


Goal Conversion Tracking#7 of 10

• Admission Application Activity• Completed within website• Click to 3rd party site• PDF download

• Admissions Interest• Visit/Tour scheduled• Contact form submitted

• Funding Support• Click to access off-site donor form

Measures intent, not completion


#8Should we assign goal values for certain conversion points?


Assigning a Goal Value#8 of 10

Lean on your Admissions/Sales process

Work your wayBackwards fromEnrolled Students:

Application Starts

Submitted Applications

Accepted Applications

Enrolled Students


#9How do we overcome data sampling?


Data Sampling#9 of 10

• Our research shows that data sampling does not significantly impact metrics such as sessions, bounce rate, pages/session, and other similar high-level metrics.

• Common Thread: Higher Ed; Large sets of data to sample

• Data Sampling does impact:• Goal conversion data• Analysis of subsets of data• Revenue & value related data


Data Sampling#9 of 10

• Formerly Known as Google Premium• Part of the Google Analytics 360 Suite

• Other parts include Tag Manager 360 and Data Studio 360.

• Last-checked Cost: $150,000/year & upOther Options?• There are 3rd party software programs designed to

report via the Google Analytics API.


#10How can we measure the effectiveness of digital marketing related to admissions?


Connect Admissions & Digital Marketing

#10 of 10

New website visit

Admissions Info Request

Common App Submission

Application Accepted

New Student Enrolled

Problem: The off-site application submission, and offline admissions activity cannot be attributed to digital marketing or website activity.


Connect Admissions & Digital Marketing

#10 of 10

New website visit

Admissions Info Request

Common App Submission

Application Accepted

New Student Enrolled


1. Account Setup 2. Dual Tracking3. User Segmentation 4. Content Interaction & Event Tracking5. Informing Design 6. Site Search7. Goal Conversions8. Goal Values9. Data Sampling10. Tracking offline conversions

?Summary & Questions


3/18/2016 - Proprietary & Confidential 39

Google Analytics Self TestTake Our Google Analytics Self-Assessment and see if your institution is getting the most our of Google Analytics.

Google Analytics Usage Self-Assessment

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Data & Analytics

Common Questions about Higher Ed Analytics