So, it’s official. Google announced that after over a decade they will be sunsetting Universal Analytics (UA) properties for the next generation, Google Analytics 4 (GA4) properties. Starting July 1, 2023, UA properties will no longer process new hits on your website. Universal Analytics 360 properties, the enterprise level of UA, will continue for an…
What are UTM parameters? UTM parameters are short pieces of text that are added to the end of a URL in an ad. These parameters send data to Google Analytics that tells you more about where the ad came from, what the content was and what marketing campaign it was a part of. Why…
When integrated marketing isn’t always seamless, you can still connect the dots and tell a holistic story of your marketing efforts and their results. The phrase “integrated marketing” has become somewhat cliché, but the execution of it has far from been perfected. Myriad technologies, departmental silos, and many other factors can limit a seamless connection,…
Tracking your site performance is essential to understanding your audience and the customer journey. There are multiple solutions available for tracking your site’s performance, but one of the easiest to implement (and with the lowest barrier to entry) is Google Analytics. For those of you unfamiliar with Google Analytics, it is a free solution (up…
As a higher education marketing communications professional you wear many hats. One day you’re managing a task force comprised of associate deans, high-powered alums and staff in a branding exercise. The next day you’re defending the tactics chosen for your latest enrollment marketing campaign. And every day – yes, every day – you’re living life…
Achieving successful marketing measurement is no easy task. While the concept is one most marketing leaders can understand, actually putting a marketing measurement plan into place poses the greatest challenge. After creating successful approaches for clients over the past several years, we want to share some of our insights with you. Here are the 5…
What is Google Tag Manager? Simply put, Google Tag Manager is a free tool offered by Google that allows your marketing team or agency the ability to add and edit your own website tags without involving “the website guy.” Nothing against our fellow web developers, but setting up a remarketing, conversion tracking, or analytics campaigns for clients…
It’s no secret that the higher education landscape has become more competitive. According to a 2015 Gallup and Inside Higher Ed study, 58% of admissions directors said they did not meet their enrollment goals. And though higher education is known for restricted budgets and big asks, schools are investing more in branding and marketing. In…
What is a digital marketing measurement plan and why do you need one? Nowadays most marketers know the importance of measuring their marketing campaigns. As my colleague recently wrote, “if you’re not measuring, are you even marketing?”. You might already know that you want to measure, but what about how you measure and why you…
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