Google Analytics is a free tool used by web designers, developers and marketers to provide in-depth detail about website visitors, including the number of visitors, where they’re from, what devices they’re using and their level of engagement.
In the past, there were concerns over the accuracy of the university’s data because of the way Google Analytics was implemented, with a large number of overlapping accounts and tracking codes installed across sites. Additionally, tracking anything beyond the most basic website traffic metrics in Google Analytics required extra coding.
Last fall and winter, Enterprise Technology & Services worked with Chicago-based Marcel Digital to review the university’s Google Analytics setup. The first step of this project involved overhauling and streamlining the analytics codes used in UNH websites to improve accuracy and ease of maintenance. Developers then implemented Google Tag Manager across all websites.
The implementation of Tag Manager will give UNH the ability to add robust tracking features and gather information on actions such as button clicks, file downloads and scrolling behavior. This information should be particularly useful for the college communications managers and marketing teams to more effectively track campaigns in key areas like student recruitment and retention.
