During the audit, The Devoted reviewed and examined the TTU.edu analytics account. We reviewed the main TTU.edu domain account and 25 various "Depts" accounts for insights into what content your visitors were spending the most time consuming. Below are a list of recommendations we presented as a way to improve the website and the Google Analytics setup itself.
Analytics Review
Overall, there has been a significant increase in traffic from 2024 to 2025.
Investigating further shows that the increase stems from changes in paid marketing. While organic traffic decreased in the same time period, direct traffic increased. This could be a result of Google's algorithm changes in January 2025. (Traffic getting tagged as Direct when it shouldn't.)
There is a significant jump in paid traffic in 2025. This is due to enrollment campaigns running. However, there it is difficult to tell how effective these campaigns are because "Key Events" or "Goals" are not setup.
Online programs rank high for the most views in 2025.
Internal search reveals that "Tuition", "Scholarships", "Cost" and "Financial Aid" all rank within the top 20 internal searches. Combined, cost-related content is the #1 search term on the TTU.edu website.
*We assume Nursing would be #1 but the landing page is located on the Health Science website.
The $10,000 Online Degree program is very popular overall.
We expect that cities within Texas will be top regions on the website but it's important to review areas that fall outside of Texas. These could be potential areas to focus enrollment campaigns to boost out-of-state applications.
Chicago DMA Analysis
GA4 allows for a greater ability to track events across the website but it is difficult to determine key events.
analytics observations
Based on our review of analytics data, we recommend the following:
Small adjustments into how analytics reports data (full URL, event conversion tracking, demographics) could help tell a more accurate story of user behavior.
Specifically, the conversion tracking can help with illustrating user funnels and show what users did on the website before performing a key action.
In 2025, online programs and the marketing around those options have been particularly strong. The $10,000 online degree seems to be extremely popular with your audiences across the board.
The online degree market is extremely competitive, and connecting your analytics to the online degree program CRM can help the TTU marketing team make adjustments/tweaks during campaigns to stay in front of the competition.
Internal search shows similar trends in behavior compared to our other research. Tuition/cost, financial aid, scholarships and majors are all critical content for non-current students.
It is important to note that there is a relationship between the keywords tuition, cost, financial aid and scholarships. These are all related to paying for an education, and depending on where a student (or parent) may be in the journey could determine the phrasing used.
Full URL paths may need to be implemented in the future to distinguish between many depts.ttu.edu websites with similar URL paths. For example, the homepage of most websites will simply report at “/” but it isn’t clear what website it is from.
Conversion tracking (key events) should be implemented once we can track true conversions in the CRM (RFI, Visit Forms, Admissions, Donate, etc.) This will help us determine the efficacy of paid marketing efforts vs. organic.
We also reviewed analytics for sites in the Content Audit.
