Google Analytics

ITS Drupal sites integrate with Google Analytics to measure visitor behavior, engagement, and traffic sources. Editors cannot install tracking code or create Analytics properties themselves but may request read access to reports for their department subdomain.

What Google Analytics tracks

Analytics helps you understand how visitors use your site and whether marketing efforts reach the right audience. Common metrics include:

• Pageviews and unique visitors: Volume of traffic and which pages attract attention (degree programs, resource guides, and similar).

• Traffic sources: Whether visitors arrived via direct URL, search, referral, or campaign links.

• User behavior: Time on page, navigation paths, and interaction patterns.

Monitoring performance: best practices

Focus on high-traffic pages

During semester reviews, prioritize pages with the most visits. Confirm contact information, deadlines, and calls to action are current and accessible.

Interpret engagement

Very short time on a long informational page may signal dense text or unclear structure. Consider breaking content into Paragraph accordions or shorter sections. See Paragraphs.

Measure campaigns

After events or print campaigns that use vanity URLs, review analytics to see how many visitors used those paths. See URL Aliases & Redirects.

How to request analytics access

Access is provisioned by the web team per university security practices. Submit an IT Service Desk ticket with:

1. Target subdomain: Full site URL (subdomain.msstate.edu).

2. Google-associated email: A Google account address for each person needing access (MSU, personal, or shared departmental account).

After processing, Google sends an invitation to view the property for your site.