Here is a review some of the common mistakes that schools make when setting up their Google Analytics accounts.

1. Avoiding Common Google Analytics
Mistakes
Slide 1
Avoiding Common Google
Analytics Mistakes

2. Avoiding Common Google Analytics
Mistakes
Slide 2
1. Get relevant stakeholders on board
2. Avoid multiple Google accounts
3. Identify key performance indicators
4. Define and configure website goals
5. Filter out internal traffic
6. Implement email marketing campaigns
Overview
Source: Higher Education Marketing – Avoiding Common Google Analytics Mistakes

3. Avoiding Common Google Analytics
Mistakes
Slide 3
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
 how analytics works
1. Get relevant stakeholders on board
Source: Higher Education Marketing – Avoiding Common Google Analytics Mistakes

4. Avoiding Common Google Analytics
Mistakes
Slide 4
 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.
2. Avoid multiple Google accounts
Source: Higher Education Marketing – Avoiding Common Google Analytics Mistakes

5. Avoiding Common Google Analytics
Mistakes
Slide 5
 Your KPIs are the most important drivers of your website and
your business decisions for it.
 Schools have to ensure that they identify Key Performance
Indicators that are relevant to each tier of stakeholder.
3. Identify key performance indicators
Source: Higher Education Marketing – Avoiding Common Google Analytics Mistakes

6. Avoiding Common Google Analytics
Mistakes
Slide 6
 What do you want Google Analytics to tell you?
 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 clear-cut and measurable
goals.
4. Always define and configure website goals
Source: Higher Education Marketing – Avoiding Common Google Analytics Mistakes

7. Avoiding Common Google Analytics
Mistakes
Slide 7
Schools can sometimes have hundreds of employees and
terminals:
 accessing the website on a day-to-day basis
 accruing page:
 views
 visits
 traffic.
This isn't what you want Google Analytics to measure, so it has
to be filtered out.
5. Filter out internal traffic
Source: Higher Education Marketing – Avoiding Common Google Analytics Mistakes

8. Avoiding Common Google Analytics
Mistakes
Slide 8
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.
6. Implement email marketing campaigns
Source: Higher Education Marketing – Avoiding Common Google Analytics Mistakes

9. Avoiding Common Google Analytics
Mistakes
Slide 9
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