Through “conversion tracking” in GA4 and your CRM, you can track and measure the impact of each of your digital marketing efforts, including paid advertising, social media, emails, website content and your CRM to determine how each touchpoint contributes to successfully converting leads throughout the enrollment journey. This presentation will provide pro tips you can use to determine what’s working and what’s not and will leave you with actionable strategies to drive sustainable increases in enrollment.

1. Secrets of Attribution and
Conversion Tracking: Using GA4
and Your CRM to Track, Measure
and Optimize Your Marketing

2. 2

3. Your Presenter
Philippe Taza
CEO
Higher Education Marketing

4. What We’re Covering Today
➜ Multi-channel Digital Marketing
➜ Conversion Tracking in Google Ads
➜ Conversion Tracking in Meta Ads
➜ Conversion Tracking in GA4
➜ Understanding Attribution in GA4
➜ Conversion Tracking in CRMs
➜ Understanding Attribution in CRMs

5. Poll #1
How many channels are you using in your digital
marketing? (Organic search, website, Facebook,
Instagram, TikTok, Facebook Ads, Google Ads etc.)
● 1
● 2 - 3
● 4 - 5
● 6 or more

6. So, What Is Conversion Tracking?
➜ Critical component in measuring
performance and ROI of your
marketing initiatives
➜ Let’s you measure and track how
users interact with your digital
marketing and determine how
effectively your efforts are driving
enrollment

7. CT Helps Answer These Kinds of Questions
1. Where do your leads/students
come from?
2. Have you examined the impact
or contribution of one digital
channel vs. another?
3. Do you know what your
conversion rates are by source?

8. So, What’s the Problem?
8
8
8
Misalignments
Teams within same
institution not
aligned on CRM
approach or data
collection goals
Conversion Data
Unclear which leads
are converting from
which channels
ROI
Inability to articulate
ROI on advertising
media spend and
other channels
Fragmented data and tools can cloud a school’s business and
marketing decision-making.

9. 4 Elements for Measuring Student Acquisition ROI
9
CRM TECH
Use common CRM, marketing automation, and
Student Information System
ATTRIBUTION Understand attribution options and models
CONVERSION
TRACKING
Implement conversion tracking across
marketing activities and channels
ANALYTICS Understand cross-domain web analytics

10. Your Diverse Recruitment Pipeline
Recruiters
Email
Admissions
Campaigns
Events

11. Your Diverse Recruitment Pipeline

12. Your Diverse Recruitment Pipeline
Your
Lead
Database

13. Your Diverse Recruitment Pipeline

14. Google Search Ads for Lead Generation

15. Google Ads: Setting Up Conversion Tracking

16. Google Ads: Setting Up Conversion Tracking

17. Google Ads: Setting Up Conversion Tracking

18. Google Ads Results

19. Google Ads Lead in Mautic CRM

20. Apple’s iOS Updates Impact Tracking Behaviour
People give iOS
apps permission
to track their
behavior just
25% of the time!
https://www.bloomberg.com/news/articles/
2021-07-14/facebook-fb-advertisers-impacte
d-by-apple-aapl-privacy-ios-14-changes
iOS 14 Update
September 16, 2020

21. of internet users
worldwide used a VPN
service in 2022.
https://dataprot.net/statistics/vpn-statistics/
Data Privacy & Tracking Issues
31%
If you have visitors from inside the
European Union, the EU Cookie Law
(ePrivacy Directive) requires you to only
use cookies and trackers on your
website if EU visitors have given their
explicit consent for you to do so.
EU Cookie Law
of VPN users in 2022 feel that
they lack control over their
personal information.
https://dataprot.net/statistics/vpn-statistics/
43%

22. Social Ads → Landing Pages

23. Social Ads → Instant Forms

24. Website Conversions & Instant Forms

25. 25
What Are Instant Forms?

26. What Is An Instant Form?
Instant Form is the form
used in a lead ad to obtain
information from the people
you reach via your ads such
as:
▪ Name
▪ Email address
▪ Phone number
▪ and more

27. Why It Works So Well
You can get very
specific with your
prefill questions.
Specific Prefill Questions

28. Why It Works So Well
You can also
include custom
questions such as
campus, program,
start date, etc.
Custom Questions

29. Why It Works So Well
You can change the
names of each field
in the form settings
to match settings in
your CRM.
Custom Field Names

30. Why It Works So Well
You can add the
tracking
parameters you
need for successful
tracking in your
CRM
Tracking Parameters

31. Why It Works So Well
In a few clicks, and
without leaving the
Facebook/Instagram/
LinkedIn platform,
prospects easily submit
their contact information
Fastest and easiest way
to submit your contact
information
Facebook/Instagram/LinkedIn users are redirected
to the webpage of your choice once they fill out
the form!

32. Facebook Instant Form Results

33. Comparing the Results

34. Facebook Ads Lead in Mautic CRM

35. TikTok Ads Lead in Mautic CRM

36. How Google Analytics Fits with your KPIs
.

37. Types of Conversions That Can Be Tracked in GA4
URL destination (TY page)
Call to Action Clicks
“Mailto” or “Callto” Clicks
File Downloads

38. Set GA “Conversion Events” To Fit Your KPIs
. Set event name
Set event conditions
Mark as conversion

39. GA4 Conversion Events

40. Website CTA’s are Conversion Events in GA

41. Types of Attribution Models in GA4
1. Cross-channel rules based models
2. Ads-preferred last-click
3. Data-driven attribution

42. Attribution Models
Different attribution
models “award”
conversions
differently.

43. Marketing
Lessons
from Hockey

44. Attribution Model: Cross-channel last click
https://support.google.com/analytics/answer/10596866?hl=en#zippy=%2Cin-this-article

45. Attribution Model: Cross-channel first click
https://support.google.com/analytics/answer/10596866?hl=en#zippy=%2Cin-this-article

46. Attribution Model: Cross-channel linear
https://support.google.com/analytics/answer/10596866?hl=en#zippy=%2Cin-this-article

47. Attribution Model: Cross-channel Position-based
https://support.google.com/analytics/answer/10596866?hl=en#zippy=%2Cin-this-article

48. Attribution Model: Cross-channel Time Decay
https://support.google.com/analytics/answer/10596866?hl=en#zippy=%2Cin-this-article

49. Attribution Model: Ads-preferred Last Click
https://support.google.com/analytics/answer/10596866?hl=en#zippy=%2Cin-this-article

50. Attribution Model: Data-driven
https://support.google.com/analytics/answer/10596866?hl=en#zippy=%2Cin-this-article

51. GA4 Events

52. Traffic Acquisition

53. Conversion Paths

54. Understanding Touchpoints

55. Understanding Touchpoints

56. Attribution Model Comparison

57. Mautic CRM Source Tracking

58. Poll #2
Do you know what your conversion
rates are by source?
● Yes
● No
● Unsure

59. New Inquiry Autoresponder Workflow
New Inquiry
Meet with an Advisor Apply now
Email 1 Email 2

60. HubSpot Last Click vs. First Click

61. Mautic CRM Last Click Attribution
History of changes by source
Modified by Old Value New Value Updated
Facebook
Google
Facebook

62. Conversion by Lead Source

63. Schedule a Free Google Analytics and Tracking Assessment
REQUEST A FREE ASSESSMENT
➜ Check Conversion Events
➜ Identify Traffic Trends
➜ Review Audience
Demographics
➜ Review key Reports

64. Free Marketing Consultation
Scott Cross
North America Regional Manager
514-312-3968 x 117
scross@higher-education-marketing.com
Philippe Taza
CEO
514-312-3968 x 104
ptaza@higher-education-marketing.com

65. 65 higher-education-marketing.com