Have you ever looked at all the information that Google Analytics provides and thought, “Now what”? You are not alone! A group of campus colleagues formed the WIGG Analytics Group to help you get started. The Analytics Group is building a community of best practices, creating quick-start guides, and providing other documentation to help you leverage your data.
In a moderated panel discussion, WIGG Analytics Group members will talk about:
- The history of the WIGG Analytics community on campus
- A quick look at GA4 reports, covering key terms, the interface, report types, and actionable insights
- Questions and problems that campus groups have encountered
- The future of campus analytics, and how you can help and benefit from this community
- Any questions you may have about Google Analytics or the WIGG Analytics Group
https://go.illinois.edu/wigg-analytics-team
WIGG Analytics Team Overview
Our goals are to offer:
- Reports and tutorials
- Suggest tag/trigger events
- Offer tools to build URLs based on ad campaigns and UTM codes
- Documentation supporting this information.
A Glimpse of GA4 Reports
Key Terms
| Event | Parameter | Dimension | Metric | |
|---|---|---|---|---|
| What is it? | User interactions with a website or an app | Additional details or context associated with events | A characteristic of the data | A quantitative measurement of user activity |
| Example | page_view | page_title page_path page_hostname page_search_term page_referrer | Page Title Page Path Page Location | (# of ) Views (avg. # of ) Views per user |
Default interface
Personalized content
Pre-made reports
Advanced techniques
ROI of media spend
Types of Reports
vs.
Detail reports
vs.
Custom reports
&
when to use which
Actionable insights
A good starting point:
- Look for the Insights card on the homepage or click the Insights icon on any standard reports.
- Try Google’s Explore Playbook for sample questions and guidance on how to answer those questions with explorations.
Questions Campus Groups Have Encountered
- Implementation best practices, including tracking across various sources and systems
- Standardized UTM codes
- Source Attribution and ROI
- Aggregating data sources for user journey analysis
Current State of Campus Analytics
Building a Data-Driven Campus:
- We are working on building resources to help campus units become data-savvy, regardless of current skill levels.
- Upcoming workshops and trainings will cater to beginners and advanced users alike.
Navigating the Future of Analytics:
- We’ll tackle evolving challenges like cookie deprecation, privacy laws, and Google Analytics 4.
- Our expert, Maggie Evenson (formerly of Walt Disney), will help guide us through these changes.
- We will host workshops, written training, and office hours starting in March.
Empowering You with WIGG Analytics:
- Join the WIGG community to learn how to use data to solve marketing problems and make informed decisions.
- Benefit from collaborative learning, access to resources, and dedicated support.
What We Want to Know From You!
- What analytics are you using day-to day? What reports or dashboards are looking at?
- What analytics would you like to look at and learn more about?
- Are you interested in standardized analytics reporting?
- Would you like someone else to manage your analytics for you?
- Would you like to participate in our community? We have active and passive participation options!
https://go.illinois.edu/wigg-analytics-team
Presenters
Kelly Birky (Senior Associate Director, Marketing & Strategic Communications) is a marketing professional with a passion for analytics and market research. In CITL, her main responsibilities include managing the Illinois Online brand and helping units across campus with their marketing and recruitment strategies.
Bryan Jonker has been a web developer for IT Partners at the College of Education since 2014, making sure the websites, digital signs, and technology-related communication solutions serve the college. Bryan is also heavily involved in the Web Implementation Guidelines Group project, focusing on web components, accessibility, and analytics. In his spare time, Bryan enjoys role-playing games, board games, walks, and taking care of cats.
Rashmi Tenneti, the Director of Analytics and Alignment, combines meaningful metrics, data-based storytelling, process documentation, and project management to enhance team efficiency and drive strategic decision-making. Beyond her role at the Office of StratCom, Rashmi finds fulfillment in teaching an Advertising class and serving on the board of the local not-for-profit, Ten Thousand Villages. During her leisure time, she enjoys reading, spends time with her beloved dog, Puri, and explores the local food scene.
Xiao (Helen) Zhou is a Senior Web Application Developer at the University Library. She holds a master’s degree in information science and learning technologies. With over fifteen years of experience at the University, she has developed the web presence of the Library and provided IT consultation and support. She is an active member of the analytics community and the IT Accessibility Liaison group on campus. Outside of work, she enjoys swimming, experimenting with healthy cooking, and listening to podcasts.