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Google Analytics Restructuring and Enhancement

Posted on by boostanalytix

CLIENT:  STEDI.org

LOCATION:  Logan, UT

INDUSTRY:  Education

WEBSITE:  stedi.org

BACKGROUND:  The client initially implemented Google Analytics as a “do-it-yourself” (DIY) project.  However, they began to question the integrity of the data and also needed help setting up certain advanced features.

SERVICES PROVIDED:  The work consisted of two distinct phases.  Phase 1 started with a comprehensive audit of the existing implementation.  As with most DIY efforts, we uncovered a number of serious technical problems.  Most notably, the client’s subdomain (mylearning.stedi.org) — which is where most of the conversion activity occurred — had been mapped to two different properties in GA.  This was interfering with campaign attribution and making it difficult to see the entire customer journey.  In addition, we found a host of other issues such as incorrect tracking code placement, no “master” (raw data) view, and utm parameters on internal links (never a good idea).

Phase 2 addressed more than 25 gaps and deficiencies identified in the audit.  For example, we installed Google Tag Manager; completely restructured the client’s GA account; applied several basic filters; created new goals, funnels, and content groupings; set custom alerts; configured site search tracking; and implemented enhanced e-commerce.  In addition, we provided a set of detailed guidelines to assist the client in measuring campaign performance and more accurately tracking referrals from affiliated educational sites.

PLATFORMS USED:

  • Google Analytics
  • Google Tag Manager
  • WordPress
  • WooCommerce

CLIENT FEEDBACK:

  • Overall: 5.0
  • Skills: 5.0
  • Quality: 5.0
  • Availability: 5.0
  • Deadlines: 5.0
  • Communication: 5.0
  • Cooperation: 5.0