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Maximizing the effectiveness of your student recruitment campaigns with Google Analytics


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This webinar demonstrates how, with just a few hours of work a week, online student recruitment professionals can use Google Analytics to drive continuous improvement in their campaigns, increasing lead generation, targeting prospective students more effectively, and seeing more accurate and measurable results.

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Maximizing the effectiveness of your student recruitment campaigns with Google Analytics

  1. 1. Maximizing the Effectiveness of Your Student Recruitment Campaigns with Google Analytics Presented by: Philippe Taza, CEO Higher Education Marketing
  2. 2. • Creating an effective GA measurement plan • GA basics: Setting up and optimizing accounts • Getting real value from goals and conversion tracking • Linking the Search Console and AdWords to GA • Tracking campaigns • Navigating and interpreting GA reports • Measuring your results • Optimizing for continuous improvement Today’s Presentation
  3. 3. Implement a Google Analytics measurement plan
  4. 4. Agent Dashboard
  5. 5. Non Agent Dashboard
  6. 6. GA Basics: Getting Started Select the Admin tab to access the Google Analytics control panel The Google Analytics Admin Interface
  7. 7. GA Basics: Setting up an account It’s really easy to get up and running with Google Analytics, just insert the code into the pages you want to track.
  8. 8. Managing Google Analytics Accounts
  9. 9. Linking AdWords and the Search Console • If you are marketing with Google AdWords, you must link the accounts for better tracking. • The Search Console provides deep insights into your website and should be linked.
  10. 10. Remove internal traffic – setup an IP Filter Neglecting to optimize your filter setting means that internal traffic from your campus gets lumped in with your overall results-
  11. 11. Remove internal traffic – Setup an IP Filter
  12. 12. Optimizing Your Setup Google Analytics provides many levels of permissions for sharing access Sharing access to GA accounts will allow key team members to collaborate when reviewing your strategy-
  13. 13. Segment and Measure Your Web Traffic • Under the system tab, you will find 22 segments to choose from. The purple ones are some of my favorites. • Custom segments can also be created for advanced users!
  14. 14. Setting up Website Goals There are five goal types in Analytics- • Destination Goals (pages users see when they complete an action e.g. Thank you pages) • Event Goals (e.g. viewed a video, downloaded a pdf prospectus etc.) • Duration Goals (time spent on site) • Pages viewed per session
  15. 15. Setting up a Request Info Goal The request info goal is very common on EDU websites. To configure such a goal in Google Analytics, you will need 2 URLs: 1. The URL of the Form 2. The URL of the Thank You page users see once they fill out the form
  16. 16. Setting up Website Goals
  17. 17. The Google Analytics Reporting Interface Other cool features are available: exporting, email scheduling, etc. The GA Reporting interface contains various command options and pathways to specific reports-
  18. 18. The Google Analytics Reporting Interface The four main GA reports sections are- • Audience- Provide insight into user characteristics(e.g. demographic info, location,etc.) • Acquisition- Help you understandhow users find your site and compare different marketingchannels • Behavior – Provide useful informationabout how users interact with your site • Conversions- Monitor your conversionpage performance,as well the success of your ongoing goals
  19. 19. The Overview Report The Overview report under Audience, is the report you land on once you begin your Google Analytics journey.
  20. 20. The Location Report The Location report under Audience can tell you where your traffic is coming from: countries, states, cities, etc. This can be useful for: Geotargeted campaigns, persona development
  21. 21. The Mobile Overview Report The Mobile Overview report under Audience, can tell you more about the types of devices which are accessing your site, which can help drive improvements in mobile marketing and web development.
  22. 22. The Channel Report The Channels report under Acquisition, gives you macro level insights into the various channels you are using to attract traffic to your website.
  23. 23. • Organic Search: SEO Traffic from search engines • Email: links in email campaigns • Direct: users enter the URL directly in the browser • Referral: traffic from other sites yours is linked on • Social: Facebook, Twitter, LinkedIn, etc. • Paid Search: Google AdWords, Bing ads, etc. The Channel Report is crucial to helping you ascertain which of your marketing initiatives are having the most success. What are the main Channels?
  24. 24. The All Traffic Report The All Traffic report under Acquisition, gives you micro level insights into the various sources of traffic your website is receiving. Notice how we are able to track off line Newspaper traffic and PPC initiatives on Facebook.
  25. 25. The AdWords Campaign Report Notice how AdWords has a full section of reports which are available under Acquisition. You will need to link Google AdWords and Google Analytics to have these reports populated. For those of you using AdWords, it would be important not to rely only on the data available in the Google AdWords interface.
  26. 26. The Social Overview Report The Social Overview report under Acquisition, gives you a snapshot of how your social media channels are performing.
  27. 27. The Queries Report The Queries report under Acquisition, provides organic or SEO keyword level information. You can see what keywords your website is generating impressions and clicks from, and know what is your average position on Google. You will need to link the Search Console and Google Analytics to have these reports populated.
  28. 28. The All Pages Report The All Pages report under Behavior, gives you page by page insights including how often it’s been viewed, the average time spent on that page, the bounce rate and the page value. The page value gives you an indication of the propensity of a user to convert on one of your goals after seeing that particular page.
  29. 29. The Landing Pages Report The Landing Pages report under Behavior provides information on the first pages users see or land on. The definition of landing page is the first page a user lands on.
  30. 30. The All Pages Navigation Summary Report The All Pages Navigation Summary report under Behavior provides detailed insights on which pages users visited before and after a particular page. You will also know what percentage of users enter and exit that page. This is one of my favorite reports J
  31. 31. The Goals Overview report under Conversions, provides a summary view of the total number of conversions and conversion rate. The Goals Overview Report
  32. 32. The Reverse Goal Path report under Conversions tells you which pages were seen prior to converting, which can help indicate your most valuable and engaging content. The Goals Overview Report
  33. 33. The Funnel Visualisation report under Conversions gives you insights on how effective your conversion page is. In this example, 54% of sessions decided to fill out the form and convert! The Funnel Visualization Report
  34. 34. Google Analytics URL Builder • Use the URL builder to manually tag URLs you will use in specific campaigns. • By creating unique URLs for specific campaigns, the data will be sent to GA account every a user clicks one of these links • You can use URL shorteners or redirects to make these more user friendly!
  35. 35. Tracking your Campaigns with the URL Builder The yellow traffic sources were all built using the URL builder. None of them would be generated natively without the help of this tool.
  36. 36. Tracking your Facebook Ads Campaigns • Use the URL builder to manually tag URLs you will use in specific campaigns. • Use the Campaign Secondary dimension to know which are performing
  37. 37. • Measurement Plan: s& • URL Builder: • builder/ • Google Analytics Training: Google Analytics Resources
  38. 38. • I’m easy to reach at: Philippe Taza Tel: 514-312-3968 ext:104 Have questions about Google Analytics?