This document discusses integrating analytics across digital channels to measure success along the consumer journey for higher education institutions. It outlines moving beyond individual social media or email metrics to understand how audiences engage across channels. Examples of integrated metrics include social referrals, landing pages, and conversions tied to goals. The document also provides examples of using integrated analytics in advancement reporting, such as measuring the impact of announcements on website visits and programmatic goals. The overall message is that an integrated approach to analytics allows higher education institutions to better illustrate user journeys and optimize efforts.