Google Analytics

Google Analytics is a digital analytics platform that uses event-based measurement to help organizations understand how users interact with websites and apps. ASU uses Google Analytics 4 (GA4) as its enterprise analytics platform to support consistent measurement across ASU digital experiences.

Arizona State University utilizes the Analytics 360 version of the platform, which includes access to unsampled data and advanced options. Key features of the platform include:

Acquisition and campaign performance data

• How users arrived at your site.
• How marketing campaigns are driving traffic.
• Additional insights from Google Ads and social campaigns.

Audience insights

• Geographic, demographic and user interest data.
• The devices and operating systems being used to visit your site.
• Segment by new or returning visitors.

Content metrics

• See which pages users are arriving on and leaving from.
• View page performance data individually or by website section.
• Use custom events to track engagement unique to your use case.

Realtime views

• View active users on the site.
• See which pages are currently being visited.
• See onsite conversions as they happen.

Key events

• Custom conversions for tracking form fills, registrations, donations and more.
• Create funnels to see where users are being lost in the conversion path.

Review ASU’s brand standards and guidelines for web data and analytics.

Dashboards

• ASU Enterprise search traffic dashboard
• ASU Enterprise web ecosystem dashboard

Review ASU’s brand standards and guidelines for web data and analytics.

Support is available for Google Analytics. Please allow 48 hours to receive next steps for receiving support. 

Submit a request for support

ASU procures partners with Adswerve for  Google Analytics from Adswerve. In addition to platform licensing, Adswerve provides support and expertise. Adswerve provides a training and knowledge base via their “Adswerve Connect” platform.

• Request access to Adswerve connect  
• Adswerve connect 

Learn how to get the most out of Google Analytics through free e-learning courses designed by Analytics experts below.  

• Google's Google Analytics for Beginners 

Requesting access to the Google Analytics AI Insights Assistant

• Google Analytics AI Insights Assistant request steps 

Data layer resources

• Data layer documentation: Refer to the ASU Data Layer Documentation for technical specifications, event definitions and implementation requirements.
• Data layer guide presentation: Refer to the ASU Data Layer Guide for guidance on understanding the data layer and how its information is used in Google Analytics.