Data is the cornerstone of strategic marketing, so it is important that it is accessible, accurate and comprehensive. To that end, work is being done to standardize the way we format, collect and analyze data across the enterprise.
The benefits of a standardized approach to data and analytics include:
- Data that is consistent and dependable.
- Adaptability in the face of evolving privacy standards.
- Adherence to industry best practices.
- The opportunity for shared learnings across the enterprise.
The backbone of our enterprise data and analytics is the Google Marketing Platform. These interconnected platforms allow for comprehensive tracking and reporting of your website, its visitors and key business objectives for your unit.
Data and analytics resources
Below are some of the key tools used for online data and analytics.
Analytics is a tool in the Google Marketing Platform that captures site traffic, audience behavior,
conversions and more.
Google Search Console
Search Console is a suite of tools and reports relating to your website and its performance within Google search.
The following standards are set forth to meet ASU Enterprise best practices and are designed to assist web standards:
- Meet legal and regulatory requirements.
- Build on the foundation of the ASU Charter to assume fundamental responsibility for the community, focus on inclusion and learner success.
Google Tag Manager and Google Analytics requirements
- All hostnames under asu.edu are to implement the ASU Enterprise Google Tag Manager container or implement a business-unit level Google Tag Manager container containing required enterprise standards. Required GTM standards assist to ensure proper data handling, data consistency and standardization.
- If deploying the enterprise GTM web container is not available, you may request access to the GTM .json container base settings.
- All hostnames under asu.edu are to implement the Enterprise Google Analytics unless approved by the Web Standards Governance Board.
- Google Analytics is to be deployed via Google Tag Manager.
- The GTM Container ID for the ASU Enterprise is: GTM-KDWN8Z
- The Enterprise Google Analytics products required to be implemented include:
- Universal Analytics
- This product is what ASU has been utilizing since 2014 and backed up in the ASU enterprise Google Cloud Platform BigQuery data warehouse since 2016. Universal Analytics provides historical data across the enterprise.
- Property ID of the Enterprise Universal Analytics to be used for implementation: UA-42798992-4
- ASU implemented this new Google Analytics product in the fall of the calendar year 2020. GA4 provides a completely different data schema and enhanced data handling capabilities for a privacy-first world. It also enables multiple data streams across device types (e.g., web and mobile app) to be joined into a single data set.
- Datastream ID for the Enterprise GA4 to be used for implementation: G-TEHJR60KD9
- Universal Analytics
Advertising platform and other third-party scripts and pixels
All advertising tagging scripts and pixels (ex: Facebook Ads Pixel, Linkedin Insights, Google Ads, etc.) are to be deployed via Google Tag Manager.
- Understanding the data necessary to accomplish approved business objectives is critical to ensure not providing more than required data to third parties.
- Before data is streamed to third parties, a responsible effort to understand why ASU systems leveraging first-party data are not able to meet business needs must be performed and risk(s) assumed by the requesting business unit.
- All efforts to send data outside the ASU ecosystem must be reviewed by the UTO Internal Security Office with designated risk levels being approved and assumed by the requesting business unit leadership. When in doubt, perform a security review.
URL query parameters
The image below shows a breakdown of the anatomy of a URL: