[UR] Stevens.edu Reporting Update and Further Information

Mon Nov 18 09:21:28 EST 2024

Hi Everyone,

I wanted to follow up on the dashboard presentation from our UR Monthly Team meeting with some additional insight and information:

  *   I've included a few reports and views below from GA4 (YOY, 11/23-11/24) that complement our Dashboard and provide some additional info on Stevens.edu performance.  There is a link under each item if you'd like to dig a little deeper in GA4.

  *   Our current reporting approach for Steven.edu has a focus on traffic, engagement (general and page specific), sources, etc.  And while the reporting is vital, going forward and as we suggested in our meeting, we'll be working with our Admissions and Enrollment Colleagues to also report out on "lower funnel" performance metrics such as (this will round out what reporting looks like for Stevens.edu and also allows us to further develop our KPIs for the web site):
     *   Applications submissions (undergrad and grad)
     *   Information requests (undergrad and grad)
     *   Open House and Events requests (undergrad and grad)
     *   Et. al.

  *   We will also aim to take a deeper dive and analysis of our Organic Search (SEO) channel.  We believe there is opportunity to grow traffic, engagement, and low funnel conversion from Organic Search (especially in relation to our competitive position and non-branded keyword rankings and positions).  The opportunity will require work on the content, UX, and technical side of Stevens.edu

  *   Please feel free to suggest additional information you'd like to see in the Dashboard as we'll be aiming to consistently refine the information.   We will send another email out once Constantine has finished adding the components we talked about during the presentation.   Link to dashboard: https://lookerstudio.google.com/reporting/884ab0f0-1628-4968-9a80-2adf0046b593

GA4 Reports / Additional Insight:

1. New GA4 Benchmarking Feature - (Colleges and University Category):
Note: Select Benchmarking Data (Last 30 days only), Stevens.edu in solid blue line, dotted = Category
Insight: Google released a new feature called benchmarking that allows you to view select performance attributes in relation to your category (in our case, colleges and universities).  We're only able to see a few benchmark areas and just over the last 30 days, so this insight is directional at best.  We are doing well and above the average for our industry during the select time across the following three areas; more benchmark areas will be released over the next few months.  We will have deeper insight from Organic Search/Direct Traffic to answer the question "how are we doing given our numbers" when we bring in competitor search data and positions.

Views Per Session:
[cid:image006.png at 01DB3755.72706D00]
Engagement Rate:
[cid:image007.png at 01DB3755.D0AC1D10]
Bounce Rate:
[cid:image008.png at 01DB3755.D0AC1D10]
GA4 Link: navigate to "home tab https://analytics.google.com/analytics/web/#/p324851552/reports/intelligenthome?params=_u..nav%3Dmaui%26_u.dateOption%3Dlast12Months

For the next two items, "top pages" refers to the most frequently visited pages on  .edu overall, while "top landing page" specifically indicates the pages users first arrive on when they visit .edu; meaning they are the initial entry point for a session.

2. Top Pages: (YOY, 11/23-11/24):
Insight: Top 1-10 pages on .edu  Homepage traffic dominates, followed by interest in general graduate program (MBA, Master in CS), Why Stevens, and Pre College.  Engagement rate highest with Pre-College, MBA, Master in CS pages
[cid:image004.png at 01DB3753.D4067D90]
GA4 Link: https://analytics.google.com/analytics/web/#/p324851552/reports/explorer?params=_u..nav%3Dmaui%26_u.dateOption%3Dlast12Months&r=9947023875&collectionId=8204916639

3. Top Landing Pages: (YOY, 11/23-11/24)
Insight: Homepage dominates with not much variance versus top pages above; with engagement rate on why Stevens, pre college, and computer science program being the strongest (but off set with fairly high bounce rates for same pages).
[cid:image005.png at 01DB3754.B5C44140]
GA4 Link: https://analytics.google.com/analytics/web/#/p324851552/reports/explorer?params=_u..nav%3Dmaui%26_u.dateOption%3Dlast12Months%26_r.explorerCard..dateGranularity%3DnthMonth&r=9946642761&ruid=landing-page,life-cycle,engagement&collectionId=8204916639

4. Traffic Anomalies (YOY, 11/23-11/24)
Insight: 2/4/24 - spike in Traffic (81%), 6/30-7/13 - drop in traffic (42%) , and 9/1 - spike in traffic (86%).  Wondering if this is our seasonality or some other issue?
[cid:image002.png at 01DB374F.23FFEAC0]

Traffic Acquisition by Source (YOY, 11/23-11/24):
Insight: Organic Search and Direct dominate, including engagement rate and time spent, not general bounce rates across channels.
[cid:image003.png at 01DB374F.23FFEAC0]
GA4 Link: https://analytics.google.com/analytics/web/#/p324851552/reports/explorer?params=_u..nav%3Dmaui%26_u.dateOption%3Dlast12Months%26_r.explorerCard..dateGranularity%3DnthMonth%26_r.explorerCard..rowsPerPage%3D25&r=8205061039&ruid=lifecycle-traffic-acquisition-v2,life-cycle,acquisition&collectionId=8204916639

Vincent Scordo
Senior Director, Web & Digital Strategy
[Stevens logo]<https://www.stevens.edu/>
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