Google Analytics for Admissions
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This document discusses using Google Analytics to measure and improve an admissions website. It recommends: 1) Defining goals and conversions to track important metrics like applications and event attendance. 2) Segmenting traffic by factors like location, program of interest, and stage in the admissions process. 3) Analyzing key metrics like referrals, behavior, engagement and conversions to understand how visitors interact with the site and identify opportunities to optimize the user experience and drive more applications. 4) Addressing challenges like a lack of site hierarchy and analytics configuration to fully leverage data and prioritize improvements.
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Google Analytics for Admissions
- 1. Google Analytics for Admissions Measure Report AnalyzeTest Improve
- 2. Case Context • Before and After
- 3. Case Context Develop a structural hierarchy for navigation united by a single site goal Provide consistent user experience across all prospective students pages Simplify navigation by reducing the number of pages and eliminating redundancies Optimize content for goal tracking within Google Analytics Eliminate redundancies and inconsistencies in copy and content Provide relevant admissions information more frequently and efficiently Create a more appropriate channels for harnessing user generated content Differentiate and codify channels for static and dynamic content Decrease drop-offs and bounces
- 4. Your Questions How did they get to the website? How many people go to other websites? What is the traffic by degree program? How does international student behavior differ on the website? What pages do they go to most and least? How long are people on each page? What is a visitor’s path to the application? How many people are reading both the FAQ and the checklist?
- 7. Understanding Data • 𝑢𝑛𝑖𝑞𝑢𝑒 𝑢𝑠𝑒𝑟𝑠 𝑡𝑖𝑚𝑒 𝑝𝑒𝑟𝑖𝑜𝑑 Users (Visitors) • 𝑢𝑠𝑒𝑟 𝑖𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑜𝑛𝑠 30 𝑚𝑖𝑛𝑠. Sessions (Visits) • # of pages viewed, actions taken by user Pageviews, Interactions & Events • 𝐹𝑖𝑟𝑠𝑡 𝑖𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑜𝑛 − 𝑙𝑎𝑠𝑡 𝑖𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑜𝑛 =Visit Duration • 1 page view -> Exit siteBounce rate • ?Conversion
- 9. Measuring Conversion • Occam’s Razor
- 10. Occam’s for Admission Gets students to come to USC Annenberg! Create Awareness Generate Leads Highlight Events Wesbsite Goal: Provide Information on Applying Website Goal: Capture Leads via Request Info Website Goal: Invite to Campus Info Sessions KPI: Cov. FAQ Downloads KPI: Conv. Emails captured through Form KPI: Conv. RSVPs
- 11. Important Segments for Admission International vs. Domestic Local vs. Regional Prospect vs. Inquire Inquirer vs. Applicant Applicant vs. Admitted
- 12. The Good the Bad and the Useful
- 13. Your Questions Referrals /Source • How did they get to the website? • How many people go to other websites? Behavior • What is the traffic by degree program? • How does international student behavior differ on the website? Engagement • What pages do they go to most and least? • How long are people on each page? Conversion (Macro/ Micro) • What is a visitor’s path to the application? • How many people are reading both the FAQ and the checklist?
- 14. Source Report
- 15. Referrals Report
- 16. Behavior Report
- 19. Challenges Measure/ Report ASCJ Analytics not optimized for accuracy ASCJ analytics not optimized to track or define goals or conversions Analyze/ Test No overall site hierarchy No user feedback Improve Limited access to design and web development
- 20. Recommendations • Request admissions-specific profile in the Google Analytics account • Begin user testing and collect survey info on student experience • Demonstrate need and link to ROI
- 21. Questions?
- 22. References • http://www.kaushik.net/avinash/web-metrics-super- lame-super-awesome/ • https://analyticsacademy.withgoogle.com/course01/as sets/pdf/DigitalAnalyticsFundamentals- Lesson3.2KeymetricsanddimensionsdefinedText.pdf • https://analyticsacademy.withgoogle.com/course01/as sets/pdf/DigitalAnalyticsFundamentals- Lesson2.3ConversionsandconversionattributionText.pdf • http://www.kaushik.net/avinash/digital-marketing- and-measurement-model/
Editor's Notes
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- Users = measures the number of unique users that visit your site during a certain time period. This metric is most commonly used to understand the overall size of your audience Sessions = a period of consecutive activity by the same user. By default, in Google Analytics, a session persists until a user stops interacting with the site for 30 minutes Pageviews = literally counts every time a page is viewed on your site Events = other interactions, like watching a video. These are called “events” and require additional customization to your implementation. Active sessions are defined by page views and events Visit Duration = Google Analytics subtracts the time of the user’s first interaction on your site from the time of the last interaction. Bounce rate = the percentage of sessions with only one user interaction. No second interaction means time on page zero. Certain types have higher bounce rate naturally news sites or single page sites Conversion (slide change)