How to Track Value from educations.com

HOW TO TRACK VALUE FROM EDUCATIONS.COM

Table of Contents Campaign Results

Customer Login

Viewing your information requests

Viewing your statistics

Google Analytics

Viewing educations.com campaign traffic

Initial assessment

Learning more about your visitors

Choosing the right goals

Do you have the right goals set up? Setting up goals

20 21

Campaign Results If you want to understand the value of your campaign with us, it’s important to take an in-depth look at the exposure educations.com is giving your institute. This allows you to evaluate whether the campaign is delivering the value you need. There are two interfaces which will help you understand the value of your campaign with educations.com: the Customer Login and Google Analytics.

CUSTOMER LOGIN

GOOGLE ANALYTICS

• The only place to see your information requests

• Critical if you want a referral (clickthrough) button on educations.com

• Simple to use and requires no set-up from your end

• Easy to compare your educations.com campaign with your other campaigns • Get a clear picture of what the traffic we send to you does on your website

Campaign Results CUSTOMER LOGIN The Customer Login is included in your account with us. It’s a dashboard where you can see all statistics and student inquiries sent to your admissions team.

GOOGLE ANALYTICS When you view our traffic on your own well-structured Google Analytics account, you’ll be able to compare our results with other campaigns you’re running and get an overview or in-depth look of prospective students and what actions they take once on your site.

Customer Login The educations.com customer login has two sections to help you track the results of your campaign: the Information Requests and Statistics tabs.

VIEWING YOUR INFORMATION REQUESTS In the Information Requests tab of the customer login, you can set the date range and quickly see the names, email addresses, dates, and program names that have received information requests. You can also easily export all of the information collected through information requests, such as nationality and the comment field, to an Excel file. When reviewing your campaign, we suggest you download all of your information requests and work with your recruitment team to determine how many of these prospective students have filled out an application, as well as how many have gained admission.

Customer Login Information Requests

Information Requests

Start

Institute Information

Programs

Filter

Statistics

Name

Information Requests Downloaded Files Invoices Follow-Up Link to Your Profile Reviews

Export to Excel

Insert Date

Education

16/05/2018

Example Program #1

Views

Referrals Student Name #1

name@gmail.com

3 Student Name #2

name@gmail.com

16/05/2018

Example Program #2

4 Student Name #3

name@gmail.com

16/05/2018

Example Program #3

1 Student Name #4

name@gmail.com

16/05/2018

Example Program #4

0 Student Name #5

name@gmail.com

16/05/2018

Example Program #5

2 Student Name #6

name@gmail.com

16/05/2018

Example Program #6

0 Student Name #7

name@gmail.com

16/05/2018

Example Program #7

Customer Login VIEWING YOUR STATISTICS The Statistics tab of the customer login gives you a bigger picture of your campaign’s performance on educations.com. You can see how many page views in total your institute page and program pages have received, as well as the number of information requests and referrals (click-throughs). Use our “Export to Excel” function to quickly determine what your most popular programs are, as well as the conversion rate of page views vs. information requests and referrals (click-throughs).

Customer Login Statistics

Start Institute Information Programs Statistics Information Requests

Report Settings

From:

To:

InstituteExport to Excel

Active Programs

Paused Programs

Show Program Location

Presentations

Video Presentations

Downloaded Files Update Report

Generate PDF

Export to Excel

Invoices Follow-Up Link to Your Profile Reviews

Total Views 536

Account Administration Logout

Referrals

Information Requests

No. of People

176

Institute Institute Name

Views

Referrals

Information Requests

No. of People

Institute X

116

Google Analytics If you currently have, or would like to have, referral (click-through) links on your educations.com program pages, you should be able to confidently answer ‘yes’ to the following questions: 1. Do you know how to view educations.com traffic landing on your website? This is a critical first step to tracking the value of referral traffic on your website.

2. Do you have any experience in assessing the value of digital marketing campaigns on Google Analytics? If you’re new to digital marketing, then tracking the value of referral traffic on your site is more complicated than viewing statistics provided by your marketing agency. Are you willing to take the time to learn how marketers evaluate campaign performance on their own websites?

3. Do you know how to learn more about visitors of your website? If you value quality over quantity, you’ll need to know what people do on your website once they convert from a campaign.

Google Analytics 4. Do you have goals set up in Google Analytics for your site visitors? If you don’t have a goal set up to measure at least the submission of an application, you’re not ready to receive referral traffic from educations.com.

5. Do you have the right goals set up in Google Analytics? In addition to tracking when visitors apply to your institute, it’s a good idea to track other conversions that signal a step towards application. For example, if a student fills out an inquiry on your webiste, that’s an idicator they may be submitting an application soon afterwards. Or, if someone subscribes to your newsletter, they’re signalling that they’re engaging with your institute and might apply in the future.

Google Analytics VIEWING EDUCATIONS.COM CAMPAIGN TRAFFIC Looking at educations.com traffic through the Campaigns tab rather than referral (click-through) traffic is the first step to understanding the value of our traffic. When you simply look under referral (click-through) traffic, youâ&#x20AC;&#x2122;ll be missing out on all of the traffic from our translated sites. Many of our clients make this mistake and start their evaluation miscalculating their campaign with us. Typically, Google Analytics will show a slightly lower number than reported on your educations.com statistics. That is because we are only able to track the number of clicks on the link to your site but cannot determine whether that user exits your page before it fully loads. If someone accidentally clicks on the link to your site, we unfortunately canâ&#x20AC;&#x2122;t tell the difference between that visitor and a visitor who goes onto your website and submits an application. 11

Google Analytics To view your educations.com campaign traffic in your Google Analytics account, simply follow this click-path: Acquisitions

Campaigns

All Campaigns

Google Analytics If you’ve requested custom UTM tracking on your program pages, you’ll need to instead search for the UTM code you requested. You’ll see a list of campaigns that are sending you visitors. These websites are listed in descending order of how many visitor sessions on your site they are generating. If you don’t see educations.com on your initial view, type ‘educations’ in your search bar to quickly find the campaign.

Google Analytics INITIAL ASSESSMENT This campaign view is a great place to make a quick assessment of your campaign with educations.com. • ACQUISITION: How many users, new users, and sessions are generated by your campaign with educations.com compared to other sites? • BEHAVIOR: Is the bounce rate higher or lower than your site average and your other campaigns? How many pages are educations.com visitors checking out on your site and how long are they spending on your site? • CONVERSIONS: Are educations.com visitors taking actions that indicate they’re interested in applying and how does this compare to your site in general and other campaigns?

Google Analytics If you would like to see a more detailed look at how your programs are performing on educations.com, click on educations.com in your campaign view. You will then be led through the next dimension, “Medium”, on Google Analytics, and should see the medium called “Click from educations.com”.

Google Analytics Click on this link (“click from educations.com”). You’ll now be in the “Source” layer of your campaign, which we use to distinguish program names. You will see a list of your program pages on educations.com sending you visitors. This filtered view can help you see individual program names to track which of your programs are generating the most views and converting best on your site.

Google Analytics LEARNING MORE ABOUT YOUR VISITORS Understanding who is clicking from educations.com to your website can be critical to understanding whether you’re reaching the right audience. Once you’ve selected the educations.com campaign in Google Analytics, you can use the “Secondary Dimension” filter to learn important information about your visitors. Some filters that might be of interest to you are country/city, gender, and date.

Google Analytics

Google Analytics CHOOSING THE RIGHT GOALS Setting up strategic goals in Google Analytics is crucial to understanding your website overall, but it is also excellent for understanding the value of your campaigns including your educations.com profile. If you set up your goals the right way, youâ&#x20AC;&#x2122;ll get a solid understanding of whether educations.com traffic to your site is converting into applications. We recommend you track every behavior that signals a future application separately. This way, you can ultimately understand the international student journey and use this to make improvements to your website down the line.

Google Analytics DO YOU HAVE THE RIGHT GOALS SET UP? For your educations.com campaign, we recommend including the following goals which indicate a student is getting closer to applying with you: • • • • •

Fill out an inquiry form on your website Submit an application on your website View your “Contact Us” page Sign up for an account Subscribe to your newsletter

You should ideally be tracking all of these interactions as goals so you can see which actions students are taking on your website.

Google Analytics SETTING UP GOALS To set up a goal in Google Analytics, you’ll need to click on “Admin”. You can find this near the bottom of the far-left menu in Google Analytics.

Google Analytics Then, in the “View” column, click “Goals”.

Google Analytics Then click “+ New Goal” to create your first goal.

Google Analytics Now it’s time for the Goal Set-Up. Google Analytics has some templates set up to help you make your first goals: • CREATE AN ACCOUNT: Nice-to-have if you keep in contact with your database and often convert them to applications. • SUBMISSION: Very important for your recruitment team to track applications made through your website as well as inquiry forms. You can also use the submission field to track brochure downloads, clicking to your contact page, or apply now. • NEWSLETTER SIGN UP: Similar to create an account, this is a good goal to set up if your newsletter converts into applications.

Google Analytics

Google Analytics Give a clear name to your goal, such as “Apply Now” or “Learn More”. Depending on how your website URLs are organized, you’ll want to choose either Destination or Event. Destination is ideal for websites that have a consistent URL structure for confirmation pages and it is the easiest to set up. For example, if your form confirmation page link is consistently across your site: “(your domain)/thankyou.aspx” then choosing “Destination” would be a very accurate way of tracking submissions.

Google Analytics In the example below, we’ve selected “Destination”. We then selected “Begins with” from the drop-down menu. In the free-text field on the right side, you’ll enter your confirmation page URL beginning with the first slash after your domain.

Google Analytics Once this is completed, make sure you click “Verify this Goal”. It’s crucial you verify the goal in Google Analytics as this will give you the percentage of your traffic that has completed this goal in the last week.

Google Analytics This number should feel right. If you know you had approximately 10 applications in the last week and you get 1,000 visitors a week, this number should be approximately 1%. Be wary for too high or low of a percentage here and use your knowledge of your recruitment statistics to confirm you’re setting up the goal properly. Then, save your goal. You’ll want to do this for all of the goals you want to track and then you’ll be well on your way to assessing the value across all of the campaigns you run – everything from your own newsletter to Google AdWords to campaigns with student websites.

Want to know how educations.com can support your international student recruitment? With 2.4 million annual visitors and growing, weâ&#x20AC;&#x2122;ll put your universityâ&#x20AC;&#x2122;s profile and programs in front of students from around the world searching for study abroad programs. In addition to building and optimizing dedicated pages for your school and programs on educations.com, we offer display advertising and targeted email campaigns to help you reach your application and enrollment goals.