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Analytics and Metrics

Tools such as Google Analytics can help you to understand user actions on your website.

There are many analytics and metrics tools that are available. Some are free and others have a cost associated with them.

The workhorse of website analytics is Google Analytics. This free tool gives you insight into how your users are navigating your site, which pages are most frequently visited, and how site traffic varies over time. This easy to configure tool is all that most sites need to get started.

Colleges and other major units with more advanced marketing needs may want to contact UComm to see what additional analytics tools can be suggested. These additional tools can help track multi-channel campaigns, collect click tracking, and scroll depth heat mapping.

Google’s Google Analytics Academy is a good starting point for many people. Tutorials are available for both absolute beginners and also more advanced users. See also our page on Google Analytics 4.