Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic. At UVM we use Google Tag Manager to embed Google Analytics code on web pages in both our Drupal and legacy magicscript systems. All data is tracked to a single central UVM analytics account and is used to identify, analyze, and improve web content that contributes significantly to supporting the university's mission including enrollment, development and public relations goals. Departments can also choose to collect data for only the web pages they control to a separate departmental Google Analytics account.

Benefits of Using Web Analytics

Google Analytics not only lets you measure page "hits," users, and sessions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back.

Developing and maintaining web content is an investment. Data from Google Analytics allows you to use data to make informed decisions based upon the rate of return on this investment. When used properly, this data will help you see what’s working well, what’s not working, and help you decide what to do next.

Implementing Google Analytics for Departmental Content

Departments can sign up for their own Google analytics accounts to track pages under one or more URL patterns (eg. To create a Google Analytics account:

  1. Go to Google Analytics. (If you have a Google account, and are not signed in, click Sign in. If you do not have a Google account or wish to create a new one with a UVM email, click Create an account.)
  2. Once you have signed in to your Google account, click Access Google Analytics.
  3. Click Sign up.
  4. Fill in an Account Name, Website Name, Website URL, and select the Industry Category (eg. Jobs and Education) and Reporting Time Zone.
  5. Under Data Sharing Options, check the boxes next to the options that you want.
  6. Click Get Tracking ID.
  7. From the Google Analytics Terms of Service Agreement that opens, click I Accept.
  8. Supply your account number with your lauch request form, or provide the Tracking Id number along with your "home" URL to the webteam ( to have it included on your existing Drupal pages.

We strongly recommend granting access to your analytics account to additional people in your department. It can be impossible to gain access to your data if you don't have access to any of the accounts associated with your Google Analytics account.

Special Features in UVM's Analytics Implementation

Once installed, Google Analytics will track traffic to all the "regular" web pages associated with your account. In addition to tracking traffic to your web pages, we've enabled event tracking for other common web page interactions. This event tracking data can be used to gain additional important insight and can be even be used as goals. Currently event tracking includes:

  1. Document links/downloads (including PDF, DOC, PPT)
  2. Email and telephone links
  3. YouTube video interactions
  4. External links (not

Event tracking data can be found in the Behavior reports. Event tracking is multi-dimensional so be sure to refer to the event action and event label primary dimensions for additional data.

Identifying and Configuring Analytics Goals

Defining goals is a fundamental component of any web analytics measurement plan. Having properly configured goals allows Analytics to provide you with critical information, such as the number of conversions and the conversion rate for your UVM webpages. This, in turn, helps you differentiate positive user experiences from negative or negative experiences and let you know what content or marketing campaigns are successful at realizing the business goals of your unit (student enrolment or retention, faculty recruitment, student engagement, event participation, self-help, etc.).

What are the key user interactions on your web pages that indicate success? You will need to identify these to configure goals in Analytics. These user interactions can be anything including form submissions, button clicks, file downloads, and more. When a website visitor performs the specific action that you've defined as a goal, Analytics records that as a conversion.