1. Enhancing Your Student Recruitment with Google Analytics
Elias Faethe
Higher Education Marketing

2. Google Analytics (GA) Session
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
Tracking users
Navigating and interpreting GA reports
Measuring your results
Optimizing for continuous improvement

3. Implement a Google Analytics measurement plan
Capture meaningful data

4. Agent Dashboard

5. Non Agent Dashboard

6. GA Basics: Getting Started
The Google Analytics Admin Interface
Select the Admin tab to access the Google Analytics control panel

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. Managing Google Analytics Accounts

9. 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-

10. Remove internal traffic – Setup an IP Filter

11. Optimizing Your Setup
Sharing access to GA accounts will allow key team members to collaborate when reviewing your strategy-
Google Analytics provides many levels of permissions for sharing access

12. 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.

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. 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. Setting up a “Download Brochure” Goal
The download brochure goal is very common on EDU websites. To configure such a goal in Google Analytics, you will need 2 URLs:
The URL of the Form
The URL of the Thank You page users see once they fill out the form

16. Setting up a “Download Brochure” Goal
The download brochure goal is very common on EDU websites. To configure such a goal in Google Analytics, you will need 2 URLs:
The URL of the Form
The URL of the Thank You page users see once they fill out the form
If it is connected with a form it enables us to drill down to individuals, if we want

17. Setting up Website Goals

18. The Google Analytics Reporting Interface
The GA Reporting interface contains various command options and pathways to specific reports-
Other cool features are available: exporting, scheduling, etc.

19. 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 understand how users find your site and compare different marketing channels
Behavior – Provide useful information about how users interact with your site
Conversions- Monitor your conversion page performance, as well the success of your ongoing goals

20. The Overview Report
The Overview report under Audience, is the report you land on once you begin your Google Analytics journey.

21. This can be useful for: Geotargeted campaigns, persona development
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

22. 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.

23. 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.

24. What are the main Channels?
Organic Search: SEO Traffic from search engines
links in 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.

25. 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.

26. 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.

27. The Social Overview Report
The Social Overview report under Acquisition, gives you a snapshot of how your social media channels are performing.

28. 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.

29. 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.

30. 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.

31. 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 

32. The Goals Overview Report
The Goals Overview report under Conversions, provides a summary view of the total number of conversions and conversion rate.

33. The Goals Overview Report
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.

34. The Funnel Visualization Report
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!

35. The User Explorer
The new featuer „User Explorer“ shows the behaviour of individual on your site.
This allows us to see the path every individual has taken, until she filled out the form.

36. 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!

37. 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.

38. 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

39. Google Analytics Resources
Measurement Plan:
URL Builder:
Google Analytics Training:

40. Capture meaningful data
Summary
Capture meaningful data

41. Full Day & Hands On Google Analytics Workshop London 20/04/17 – 80£
Contact
Elias Faethe European Clients Representative
Higher Education Marketing
Office:
Mobile:   
or directly schedule a meeting 
Full Day & Hands On Google Analytics Workshop London 20/04/17 – 80£
Apply via English UK