As digital transformation continues to reshape businesses, higher ed marketers need to analyze their future students’ behavior, monitor ROI, and devise effective higher ed marketing strategies.

How universities collect, analyze and consume data has drastically changed since the inception of Google Analytics (UA) in 2012, one of the most-used tracking tools by higher ed marketers. The shifts in student behavior, privacy regulations, Big Data and AI, has created new horizons for performance tracking.

This session will help higher ed marketing to better transition from UA to GA4, how to set up conversion tracking [properly] from lead to admission to enrollment, real-life examples from universities & colleges and how they are using GA’s and integrations like Big Query to measure and improve the success of their marketing initiatives.