The college uses Google Analytics, Tag Manager, and other 3rd Party tools to track performance and user trends of the website.
There are several views that offer filtered versions of the data. Use Simon’s Rock No Internal IPs to focus on external users.
Pre-built reports provide curated data.
These two reports provides an alert if there is an increase in 404 Not Found or 301 No Access errors. These errors can be addressed by correcting bad links, adding redirects, and adding pages.
Use two reports to calculate the conversion rate of the main Request for Info Form. RFI Visit shows how many users visit the RFI form. RFI Completion shows how many users completed the form. Changing the page title of the RFI Form will break these particular measurements.
RFI Completion / RFI Visit = Form Conversion Rate
RFI Completion / Site Users = RFI Site Conversion Rate
When a prospective parent or student gives us contact information in order to find out more about Simon’s Rock, it is tracked as an inquiry. We track college and academy inquiries separately. But for cases where it is not clear, the college is defaulted.
To trigger the goal, add JavaScript on the inquiry form’s confirmation page. Use separate code for college and academy. If it's not clear or both audiences are a target, use the college code.
College Inquiries:
<script>
dataLayer.push({'event': 'formInquiry$description]'}); replace $description with label of what the form is
</script>
Academy Inquiries:
<script>
dataLayer.push({'event': 'formAcademyInquiry$description]'}); replace $description with label of what the form is
</script>
Registration - Student and Parent
<script>
dataLayer.push({'event': 'formRegistrationStudent$description]'}); replace $description with label of what the form is
</script>
Registration - Educator
<script>
dataLayer.push({'event': 'formRegistrationEducator$description]'}); replace $description with label of what the form is
</script>
Recommendations
<script>
dataLayer.push({'event': 'formRecommendations$description]'}); replace $description with label of what the form is
</script>
Referrals
<script>
dataLayer.push({'event': 'formReferral$description]'}); replace $description with label of what the form is
</script>
(Legacy note: For Radius API, inquiries are measured with JavaScript which is built into the form submission process.)
Google Tag Manager takes the datalayer and creates an event in Google Analytics.
^formInquiry[a-zA-Z0-9]+ //College Inquiry Trigger
^formAcademyInquiry[a-zA-Z0-9]+ //Academy Inquiry Trigger
TAG
Category: Form
Action: Inquiry or Academy-Inquiry
Event Actions that begin with Inquiry are coded as Inquiries in GA. If it begins with Academy-Inquiry it is a Academy Inquiry.
The Donate Goal is measured by counting clicks of links with urls that begin https://www.applyweb.com or https://give.evertrue.com/simonsrock.
The Application Entrance Goal is measured by counting clicks of links with urls that begin with https://apply.simons-rock.edu.
Use Google Analytics (GA) experiments for conversion rate optimization (A/B split testing). GA offers code to be embedded in the head of the document. However, the code is not valid xml and needs to be escaped.
<!-- Google Analytics Content Experiment code -->
<script>
function utmx_section(){}function utmx(){}(function(){var
k='66869115-1',d=document,l=d.location,c=d.cookie;
if(l.search.indexOf('utm_expid='+k)>0)return;
function f(n){if(c){var i=c.indexOf(n+'=');if(i>-1){var j=c.
indexOf(';',i);return escape(c.substring(i+n.length+1,j<0?c.
length:j))}}}var x=f('__utmx'),xx=f('__utmxx'),h=l.hash;d.write(
'<sc'+'ript src="'+'http'+(l.protocol=='https:'?'s://ssl':
'://www')+'.google-analytics.com/ga_exp.js?'+'utmxkey='+k+
'&utmx='+(x?x:'')+'&utmxx='+(xx?xx:'')+'&utmxtime='+new Date().
valueOf()+(h?'&utmxhash='+escape(h.substr(1)):'')+
'" type="text/javascript" charset="utf-8"><\/sc'+'ript>')})();
</script>
<script>
utmx('url','A/B');
</script>
Make sure to change the experiment id k='###'.
The college uses Google Tag Manager to track interactions and send data to Google Analytics.
Tracking what links users click on is an important way of monitoring engagement with the site. Initial configuration is made in GTM. Custom IDs can be added to the content within the CMS. Then, the tracking occurs in GA.
Use the following schema on high priority links for consistent tracking.
This schema can be used on CTAs as well, although you may want to add “_CTA_” between LinkName and the link type. Being able to search on “CTA” in GA may aid in your reporting.
Name: Event
Type: Custom Event
Custom Event
Fire on: Event Name - Form Submit
Google Analytics
Universal Analytics
Configure Tag: Track Type = Event, (Set corresponding category & action), label =
{{event}}
The {{event}} variable is defined in the JS on form submit.
dataLayer.push({
'event': gtmLabel
});
Fire On: Form Submit [or corresponding Trigger]
Simon's Rock contracts with 3rd party vendors for digital advertising. The vendors use additional tracking tools placed on relevant confirmation pages.