Higher Education Marketing

Avoiding Common Google Analytics Mistakes

Date posted: May 23, 2011

With Google Analytics Version 5 now available to everyone, we felt it was a good time to review some of the common mistakes that schools make when setting up their Google Analytics accounts.

For a typical school, marketing can be in the hundreds of thousands, if not millions, a year. A Web analytics tool like Google Analytics is essential to identify each individual source of traffic that comes to the website. With proper configuration and set up, Higher Education Marketing can use this info to drive your marketing decisions, improving your ROI and increasing online lead generation.

If you do not use Web Analytics, you’re really going at this with your gut and intuition, and in today’s day and age, that’s just not productive. Put simply, if you want to be to be precise with your school marketing, you need Google Analytics.

Here are some common mistakes to avoid when setting up Google Analytics.

Common Google Analytics Mistakes

Get relevant stakeholders on board In order to truly benefit from analytics-driven marketing, the top stakeholders from every department have to buy into Google Analytics. They need to understand what the benefits are and how analytics works.

Avoid multiple Google Analytics accounts Stakeholders from other departments often want to control their own site. They may think there’s a benefit to having their own Google Analytics account, however, it can actually deter the process for them and the whole school.

Identify Key Performance Indicators Schools have to ensure that they identify Key Performance Indicators that are relevant to each tier of stakeholder.

Always define and configure website goals What do you want Google Analytics to tell you? And more importantly, what objectives do you want visitors to your site to accomplish? Those questions are sometimes not asked, and that’s a major problem. Google Analytics has to be aligned with your overall strategy, and this relies on the definition of clearcut and measurable goals.

Filter out internal traffic Schools can sometimes have hundreds of employees and terminals accessing the website on a day-to-day basis, accruing page views, visits and traffic. This isn’t what you want Google Analytics to measure, so it has to be filtered out.

Implement email marketing campaigns Schools often use email marketing, which drive people to the website. Problem is, they don’t properly implement those emails into their analytics, which means they don’t know the efficiency of this marketing tactic.

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