Your college or university’s web analytics can be overwhelming—but can also help you make informed marketing decisions
When the average person hears the word “analytics,” it’s safe to say their eyes don’t light up with excitement. It’s more likely a cause for apprehension or thoughts of becoming overwhelmed with data overload. Unfortunately, this narrative seems to stay true for many marketers. The reluctance can come from any angle: Where do I get relevant information? Why is this data important? What can I do with it?
The unpopular, albeit accurate,
How does Google Analytics work?
Google Analytics is a tool that captures more data than any person,
The Google Analytics journey begins with a placement of code provided by Google on each page of a website. This allows the platform to track data about each user, session, the user’s engagement
What can you see in Google Analytics?
To stay encouraged, know that there
How can you use Google Analytics to drive marketing decisions?
Further down the conversion funnel, Goals can be set up in no time to track more conversion-based metrics. Do your forms or landing pages direct users to a confirmation or “Thank You” page upon submission? Set up a Goal in Google Analytics to learn more about a user’s behavior during that session. Imagine learning that 50% of those form completions are coming from a geographic location currently not targeted in your marketing strategy. It makes adapting a marketing plan much more coherent when you have hard data as evidence.
I encourage you to evaluate your current digital marketing plan. If you’re using additional marketers, ensure your campaigns are maximizing Google Analytics’ technology through simple tagging or goal tracking.
Focus on a few key metrics to avoid being overwhelmed
It’s almost natural to become overwhelmed with analytics without attempting to understand it. It’s up to each individual to decide what actions to take with the data provided. Understanding the potential value is the first step.
If nothing else, try utilizing your college or university’s Google Analytics. There are