- Engage Potential Students
- Drive Alumni Engagement
- Optimize Your Content
Capture metrics to compare baseline conversion for key desired site actions from potential students over time:
- clicks to application portal
- clicks to admissions tour
- video engagement
- email registrations
A baseline measurement helps the marketing team better understand campaign performance, seasonality and to monitor the site for any potential issues. Content engagement reports help create a more informed content strategy.
The alumni affairs team has its own set of key performance metrics, often including online donations that can leverage ecommerce reporting to measure gifts, giving rate and gift recipients/schools over time. We have also worked with alumni affairs to measure:
- clicks to reunion registration portals and/or class pages
- pdf downloads for specific site sections (such as travel or other alumni offerings)
- contact forms for specific groups (planned giving, volunteer coordination, and other sub-groups)
- content (including video) engagement
- social sharing and sessions from social sites
- campaign measurement
Many of our higher ed clients leverage the Google stack for cost-efficiency. As certified Google Analytics and Google Tag Manager partners, we have the expertise to provide ad hoc or ongoing analytics and/or tag management support.
Publications and Student Services
We’ve collaborated with higher ed teams to pull valuable attributes from the content management system and enable reports by article topic, category, author, and publication date/age. Understand content flows for major site real estate – hero modules, home page and content cards, promoted content lists and search results. We work with your developers to pull these attribute into a data layer for a tag management solution or directly into analytics tags.
Finally, understand flows to other university sites in a simplified roll-up – content sites that drive traffic to the university main page, specific sub-sites or off to third party sites, as well as traffic sources driving traffic to your site – campaign and viral social traffic, email campaigns and organic search.
Empirical Path implements a campaign tagging process for email and social campaigns for a leading university. We trained the marketing team how to generate campaign tags and measure campaign results. The school can now tie campaigns to site content consumption and lead form submission.
Analytics and CRM Integration
Empirical Path integrates Google Analytics and Salesforce for better insight into campaigns driving graduate school applications. The client can now tie accepted and attending student profiles to acquisition campaigns and other campaigns influencing an applicant's journey, even for applicants with a months (or years) long consideration time frame.
Considering Google Analytics 360 (formerly GA Premium)? Review the benefits over standard Google Analytics and contact us today to learn more.