The document provides guidelines for analytics at Harvard University. It outlines tools for tracking web and social media traffic, including Google Analytics, Chartbeat, Bit.ly, SocialFlow, Facebook Insights, and YouTube/Kaltura/Soundcloud. It discusses setting up analytics accounts, metrics collected, and best practices like using campaign codes and API integration. The goal is to create consistent experience and measurement of Harvard's digital presence.

1. Analytics Guidelines:
Overview

2. http://www.harvard.edu/guidelines

3. Guidelines
• Created for the entire University‟s use
• PIN Login
• Goal is to create a consistent and high quality
experience of Harvard both in print and on the
web
• Downloadable logo/branding assets and
specific color/branding guidance
• Constantly evolving best practices for social
and mobile
• “Video Toolkit” which includes “how-to”
guidance on basics of composition as well as
downloadable editing assets
• Downloadable school shield files
3

4. Analytics: Web and Social
Google Analytics
• Tracking harvard.edu,
Gazette, alumni website, etc.
• Engagement metrics
• Regular reports
• Tracking traffic sent to/from
referral sites
Chartbeat
• Real-time traffic
segmented by source
• Helps show anomalous
events and spikes
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5. Analytics: Web and Social
Bit.ly Enterprise
• Shortened link tracking
• Understand public sharing,
mentions of Harvard
content
SocialFlow (Twitter)
• Clicks, RTs across
multiple Twitter
accounts, weekly and
monthly reporting
• Discover trends
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6. Analytics: Web and Social
Facebook Insights
• Global reach with content
• Identify trends and
Facebook EdgeRank
changes
• Optimize content for best
sharing
YouTube, Kaltura, Soundcloud
• Identify opportunities
through media embeds
• Spot trends in viewing
habits of audience
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7. Analytics Guidelines
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8. Analytics Guidelines: Major Sections
• Overview of web and social analytics
• Web analytics
– Google Analytics setup
– Additional training resources
• Link shorteners
• Tracking codes (Google Analytics)
• Social media analytics tools
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9. Analytics Guidelines: Link Shorteners
• Digital Strategy uses Bit.ly
Enterprise account to “brand”
shortened links as hvrd.me
• Stats available on shortened
links by adding a „+‟ at the end of
the link, then loading page
• We suggest adding GA
campaign codes before
shortening links
• Automating shortened links
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10. Analytics Guidelines: Tracking Codes
• Walkthrough of adding
campaign codes to URLs
• Guide on finding data using
Google Analytics
• Using advanced segments in
Google Analytics
http://news.harvard.edu/gazette/story/2012/09/the-book-club-goes-online/
?utm_source=facebook&utm_medium=social&utm_campaign=fb-wall
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11. Analytics: Future Opportunities
• Standardize:
– Campaign codes
– Reporting metrics
• Google Analytics API
• Reporting templates for
daily, weekly, monthly
metrics across web &
social platforms
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12. Analytics Guidelines:
Overview
Thank you!