Mini-Workshop: Part 1 of 2
If you’ve looked at your Google Analytics dashboard, you’ve probably noticed a set of Ecommerce reports. If you then shrugged them off saying “We’re in Higher Ed, not Ecommerce,” think again. You’re missing out on a goldmine of analytics data. Learn how to apply Ecommerce tools to your higher ed site to get so much more out of Google Analytics.
Google Analytics isn’t built for higher ed. That may sound harsh, but Google Analytics is, in all fairness, biased towards the Ecommerce sector. Out-of-the-box GA is sufficient to track pageviews, measure site traffic, and define goal conversions, but what about all the on-site content you work so hard to produce? Wouldn’t it be useful to know what content is driving conversions?
The answer: Apply an Ecommerce approach to higher ed. Modeling your data collection as if your site were an online store will allow you to unlock the true power of Google Analytics. Want to know which pages are driving users towards goal conversions? It’s as simple as assigning a value to your goals.
Just because certain aspects of Google Analytics have ‘Ecommerce’ in the name doesn’t mean that we can’t exploit them in Higher Ed. We just have to do a bit of mental gymnastics and the plugin will bend to our collective will. Tapping into to the Ecommerce plugin means treating our business goals as products for sale. Have an event registration form? That’s a product that users buy! Have a request for info? That’s a product users buy! Have an application? That’s the Taj Mahal of products your users can buy!
With enhanced Ecommerce, goal conversions are no longer individual points at the end of a series, but a progression of events that can be tied to one another.
Here are just a few examples of reporting you can set up:
- Product Detail to Purchase (Program Page view to Application Submission)
- Product List to Purchase (Majors/Minors list to Application Submission)
- Cart to Purchase (Application Starts to Application Submission)
- Promotions (Special Event Views)
Not only do we gain a set of valuable reports, but we can also add multiple layers of data into every conversion on the site.
Don’t ignore the Ecommerce tools in Google Analytics. Learn how to harness them.
What You'll Learn
- How to apply Ecommerce tools to higher ed website measurement
- Discover settings in Google Analytics that most people ignore
- Take a deeper dive into ecommerce plugins that can enhance and extend your tracking in Google Analytics
- Learn strategies to track and report on your customer (student) journey
- Learn how to assign product scope to your website’s business goals