Why every higher ed marketer needs to understand and use cross domain tracking

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Why every higher ed marketer needs to understand and use cross domain tracking

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Learn more about cross domain tracking and see how it can help you with your marketing initiatives.

Learn more about cross domain tracking and see how it can help you with your marketing initiatives.

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  • 1. Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking Slide 1 Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking
  • 2. Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking Slide 2 1) Multiple Domains 2) Cross Domain Tracking Overview Source: Higher Education Marketing – Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking
  • 3. Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking Slide 3  Higher education web ecosystems are generally pretty complicated and include multiple domains, sub-domains, microsites, payment gateways, CRM systems and external promotions, etc.  To understand the visitor traffic patterns across all these sites and the effectiveness of your related marketing efforts you need to be able to track visitors through this labyrinth and determine which content and pathways are leading the most visitors to the most conversions that meet your business goals.  Once you determine that, you can invest in and optimize these pathways to improve the visitor experience and improve your marketing effectiveness.  Cross domain tracking allows you to do this. 1. Multiple Domains Source: Higher Education Marketing – Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking
  • 4. Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking Slide 4  So here’s a classic higher ed marketing example of how this works. It starts with a Facebook promotion that leads a prospective student to the college’s prospective student site, and then ultimately to the college’s main .edu site, where the student would register into the promoted program. 2. Cross Domain Tracking Source: Higher Education Marketing – Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking
  • 5. Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking Slide 5  In the Google Analytics account for the prospective student microsite, (we’ll call it GA Account 1), the referring source of the student is the Facebook promotion. That’s nice and clear so far. 2. Cross Domain Tracking Source: Higher Education Marketing – Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking
  • 6. Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking Slide 6  In the Google Analytics account for the main college website (we’ll call it GA Account 2), the referring source of the student is the perspective student microsite.  That’s, of course, accurate but without cross domain tracking GA Account 2 does not know that the visitor originally came from the Facebook promotion.  It will also not know if a conversion or if a registration resulted from the Facebook generated visit. 2. Cross Domain Tracking Source: Higher Education Marketing – Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking
  • 7. Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking Slide 7  In very practical terms, this means that in your monthly marketing meeting with your boss, when she asks, “How many registrations did we get from the Facebook campaign?”, you have no idea.  You do not know how many visitors it pushed through to the main site, how many of them took an action that you measure as a Goal completion, nor how many of them registered into the program being promoted.  Not a great way to forward your promising marketing career, right?  Cross domain tracking is your solution.  Set up your analytics to track the visitor across the two domains, ( GA Account 1 & 2), and now you can provide all the answers you need to measure the effectiveness of the original Facebook campaign. 2. Cross Domain Tracking Source: Higher Education Marketing – Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking
  • 8. Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking Slide 8  For those of you who are interested in learning more about cross domain tracking, here is an example of the actual code used.  For more info on this you can check out an earlier HEM blog post posted on the more technical elements of cross domain tracking.  And for the real coders, here's the link to Google's resource page for developers, on cross domain tracking. 2. Cross Domain Tracking Source: Higher Education Marketing – Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking
  • 9. Why Every Higher Ed Marketer Needs to Understand and Use Cross Domain Tracking Slide 9 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+