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Understanding Analytics

Web Services uses Google Analytics and Google Tag Manager, which allows Web Services to add tracking code to a single location as opposed to directly on a page. The more code calls you add to your page, the longer the load time and potential interference (e.g. security breach, inaccurate metrics) you can have.


Consult with Web Services before considering placing any third-party vendor tracking code on your website. Web Services will work with you and the vendor to determine how tracking code can or should be used to help you meet your goals.

Set Website Goals

Web Services is here to assist you in understanding the numbers on your website. When you ask for analytics, the first thing Web Services will ask you is what your goals are for your website. You should be able to create measurable goals, or see some kind of data-driven improvement.

Google Analytics should not be the sole source for measuring your success, as seen with the above external measurements found in your own business operations. Another good way to measure your website's effectiveness is to consult with Web Services on doing user testing or creating focus groups to tackle specific issues regarding your website's usability.

Measuring with Google Analytics (GA)


A strategic goal is not the number of pageviews your website receives. Pageviews are only a part of the story when determining if you are meeting your goals.

Conversion Rates

One of the most important goals to measure is a conversion rate. A conversation rate helps you determine how useful your webpage's information is to encourage your constituent to engage with a call-to-action. If your conversion rate is low, you should reassess the information on your page, determining if it is confusing, misleading, inaccurate or not engaging enough for your audience.

To measure a conversion rate, first inform Web Services of the page that is attached to one of your website's goals and what is your call-to-action on that page, so we can determine whether that is a trackable call-to-action. Requests should come a month to a couple weeks in advance before a campaign promotion (e.g. digital ad, social media post) in order to set up the tracking.

Bounce Rate

The Bounce Rate is the percentage of visits (or sessions) in which a person left your page upon entering it without going to any link within your website (or entire Tarleton website).

Problems with Bounce Rate occur when your constituents do not get to what they expect your page to provide. If you falsely state what information is available, they will leave immediately. If your web page is confusing, they will not think you have the answers and will leave your website.

Explore Your Analytics via Cascade CMS!

Did you know you can actually view Google Analytics data on any page of your website (and anyone else's) just inside Cascade CMS?

Go to any page, and select More, then Analytics. You will find options for viewing data based on day, week, month, and year. If your page hasn't been around that long, you will not see data for the longer periods.

Unique Pageviews
Average Time on Page