Analytics Standards & Personalization Framework

This document outlines the analytics implementation standards for UAGC's Intelligent Personalization Framework, designed to transform every visitor into a personalized, seamless experience from first click to enrollment.

Strategic Intelligence Suite

Our analytics framework supports the comprehensive UAGC Future Student Experience strategy:

90%+ Campaign Attribution preservation across complete user journey
20-25% RFI Increase through personalized content delivery
87%+ Lead Scoring Accuracy correlation with enrollment outcomes
10%+ ROI Improvement through enhanced tracking and optimization

Journey Architecture & Personalization ⭐
UTM Framework & Attribution Strategy
RFI & Application Submission Tracking ⭐
Technical Implementation ⭐
Privacy & Compliance
Success Metrics ⭐

Journey Architecture & Personalization

4-Stage Personalization Framework

Our intelligent personalization engine follows a journey-based progression where each visitor advances through distinct stages with tailored experiences:

Stage	Duration	Key Behaviors	Personalization Strategy
Awareness	0-7 days	First discovery, UTM capture	Generic awareness content, program exploration
Interest	7-30 days	Content engagement, resource downloads	Progressive engagement, targeted program content
Consideration	30-60 days	Form interactions, RFI submission	Lead scoring activation, application-focused messaging
Intent	60-90 days	Application start, enrollment actions	Conversion optimization, enrollment support

Visitor Identification & Segmentation

// Visitor identification and segmentation
window.dataLayer.push({
  'event': 'visitor_identification',
  'visitor_type': 'returning_visitor',
  'visitor_segment': 'military_affiliated',
  'journey_stage': 'consideration',
  'days_since_first_visit': 14,
  'session_count': 5,
  'personalization_active': true,
  'cookie_consent_status': 'all_accepted'
});

Visitor Segments & Triggers

Segment	Identification Criteria	Personalization Triggers
New Visitor	First session, no cookie	Show program exploration content
Returning Visitor	Existing cookie, multiple sessions	Progressive engagement messaging
Military Affiliated	UTM military parameters, military pages	Military benefits and support focus
Program Specific	Visited specific program pages 3+ times	Targeted program content and testimonials
High Intent	RFI submitted, application page visits	Application completion assistance
Re-engagement	30+ days inactive, previous engagement	Win-back campaigns and new program highlights

Journey Progression Tracking

Stage Advancement Events

// Track journey stage progression
window.dataLayer.push({
  'event': 'journey_stage_advance',
  'previous_stage': 'interest',
  'current_stage': 'consideration',
  'advancement_trigger': 'rfi_form_start',
  'journey_days': 12,
  'touchpoint_count': 8,
  'visitor_segment': 'military_affiliated',
  'lead_score': 45,
  'predicted_enrollment_probability': 0.68
});

Personalization Delivery Tracking

// Track personalized content delivery
window.dataLayer.push({
  'event': 'personalization_delivered',
  'personalization_type': 'hero_content_variant',
  'variant_id': 'military_benefits_v2',
  'targeting_criteria': ['military_affiliated', 'consideration_stage'],
  'ab_test_name': 'military_hero_test_q4',
  'ab_test_variant': 'variant_b',
  'content_relevance_score': 0.85
});

UTM Framework & Attribution Strategy

Comprehensive 25-Parameter Tracking Framework

Our attribution strategy preserves 90%+ campaign data across the complete user journey through standardized UTM governance and advanced tracking parameters.

Standard UTM Parameters

Parameter	Format & Example
`utm_source`	lowercase, no spaces `google`, `facebook`, `email`
`utm_medium`	channel type `cpc`, `social`, `email`, `display`
`utm_campaign`	`[timing]_[initiative]` `fall2025_click-to-lead`
`utm_content`	`[type]_[identifier]` `video_testimonial`, `text_military`
`utm_term`	keywords with + signs `online+mba+military`

Advanced Tracking Parameters

Parameter	Purpose	Example
`sourceid`	Internal campaign tracking	`18SGB`, `src123456`
`affiliateid`	Partner identification	`partner_eduportal`
`clickid`	Unique click tracking	`clk_abc123xyz`
`utm_vendor`	Lead generation vendor	`leadgenpartner`
`adgroup`	Ad group targeting	`mba_military_programs`
`ad`	Specific ad creative	`headline_test_a`
`match`	Keyword match type	`exact`, `phrase`, `broad`

Campaign Structure Examples

Click-to-Lead Campaign (RFI Focus):

https://www.uagc.edu/programs/mba?utm_source=google&utm_medium=cpc&utm_campaign=fall2025_click-to-lead&utm_content=text_military&utm_term=online+mba+military&adgroup=mba_military_programs&ad=benefits_headline_v2&sourceid=18SGB

Lead-to-App Campaign (Conversion Focus):

https://www.uagc.edu/apply-now?utm_source=email&utm_medium=email&utm_campaign=spring2025_lead-to-app&utm_content=cta_apply&utm_vendor=salesforce&clickid=clk_app_push_123

Attribution Preservation Events

// Multi-touch attribution tracking
window.dataLayer.push({
  'event': 'attribution_touchpoint',
  'touchpoint_type': 'paid_search',
  'campaign_source': 'google',
  'campaign_medium': 'cpc',
  'campaign_name': 'fall2025_click-to-lead',
  'touchpoint_sequence': 3,
  'attribution_value': 0.35,
  'time_since_first_touch_minutes': 2880,
  'utm_preservation_status': 'maintained'
});

RFI & Application Submission Tracking ⭐

RFI Form Progression Analytics

Form Interaction Events

// RFI form start tracking
window.dataLayer.push({
  'event': 'rfi_form_start',
  'form_id': 'rfi_homepage_v3',
  'form_location': 'homepage_hero',
  'visitor_segment': 'military_affiliated',
  'journey_stage': 'interest',
  'prefill_data_available': true,
  'lead_score_at_start': 28,
  'session_count': 3
});

// RFI form completion tracking
window.dataLayer.push({
  'event': 'rfi_form_submit',
  'form_id': 'rfi_homepage_v3',
  'form_completion_time_seconds': 145,
  'fields_completed': 8,
  'fields_total': 10,
  'prefill_usage': 'partial',
  'lead_score_update': 65,
  'predicted_enrollment_probability': 0.72,
  'attribution_source': 'google_cpc_fall2025'
});

Form Optimization Tracking

// Form abandonment tracking
window.dataLayer.push({
  'event': 'rfi_form_abandon',
  'form_id': 'rfi_homepage_v3',
  'last_completed_field': 'email_address',
  'completion_percentage': 0.60,
  'time_on_form_seconds': 89,
  'abandon_reason': 'field_validation_error',
  'recovery_campaign_triggered': true
});

// Form error tracking
window.dataLayer.push({
  'event': 'rfi_form_error',
  'form_id': 'rfi_homepage_v3',
  'error_field': 'phone_number',
  'error_type': 'validation_failed',
  'error_message': 'Please enter a valid phone number',
  'user_correction_attempted': true
});

Application Progression Tracking

Application Funnel Events

// Application start tracking
window.dataLayer.push({
  'event': 'application_start',
  'application_type': 'undergraduate',
  'program_interest': 'business_administration',
  'referral_source': 'rfi_nurture_email',
  'lead_score': 78,
  'days_since_rfi': 14,
  'previous_application_attempts': 0
});

// Application milestone tracking
window.dataLayer.push({
  'event': 'application_milestone',
  'milestone_name': 'personal_information_complete',
  'application_progress_percentage': 0.25,
  'time_since_start_minutes': 12,
  'save_and_continue_used': true,
  'assistance_requested': false
});

Lead Scoring Integration

// Real-time lead scoring updates
window.dataLayer.push({
  'event': 'lead_score_calculation',
  'previous_score': 45,
  'current_score': 68,
  'score_change_reason': 'application_section_complete',
  'score_factors': [
    'program_page_views_3+',
    'rfi_submitted',
    'application_started',
    'military_affiliation'
  ],
  'enrollment_probability': 0.74,
  'recommended_next_action': 'admissions_counselor_outreach'
});

Technical Implementation ⭐

DataLayer Architecture

Core DataLayer Structure

// Enhanced dataLayer for personalization
window.dataLayer = window.dataLayer || [];

// Page view with personalization context
window.dataLayer.push({
  'event': 'page_view_enhanced',
  'page_location': window.location.href,
  'page_title': document.title,
  'visitor_id': 'vis_abc123xyz',
  'session_id': 'ses_def456uvw',
  'journey_stage': 'consideration',
  'visitor_segment': 'military_affiliated',
  'personalization_active': true,
  'utm_preserved': true,
  'cookie_consent': 'all_accepted',
  'lead_score': 58
});

Cross-Domain Tracking Implementation

// Cross-domain visitor persistence
window.dataLayer.push({
  'event': 'cross_domain_navigation',
  'source_domain': 'uagc.edu',
  'destination_domain': 'apply.uagc.edu',
  'visitor_id': 'vis_abc123xyz',
  'journey_stage': 'consideration',
  'utm_parameters_preserved': true,
  'session_continuity': true,
  'personalization_context_maintained': true
});

Google Tag Manager Configuration

Required GTM Events for Personalization

Event Category	Required Events	Trigger Conditions
Journey Progression	`journey_stage_advance`, `visitor_segment_update`	Stage transition logic
Personalization	`personalization_delivered`, `ab_test_served`	Content variant display
Lead Generation	`rfi_form_start`, `rfi_form_submit`, `lead_score_update`	Form interactions
Attribution	`utm_capture`, `attribution_touchpoint`	UTM parameter persistence
Compliance	`cookie_consent_update`, `privacy_action`	Consent management

Custom Dimensions Configuration

// GA4 Custom Dimensions for Personalization
const customDimensions = {
  'visitor_segment': 'custom_dimension_1',
  'journey_stage': 'custom_dimension_2', 
  'personalization_variant': 'custom_dimension_3',
  'lead_score_range': 'custom_dimension_4',
  'utm_campaign_preserved': 'custom_dimension_5',
  'military_affiliation': 'custom_dimension_6',
  'program_interest': 'custom_dimension_7',
  'ab_test_name': 'custom_dimension_8'
};

Privacy & Compliance

Our personalization framework ensures 100% compliance with privacy regulations while maintaining data integrity for educational institutions.

// Enhanced cookie consent tracking
window.dataLayer.push({
  'event': 'cookie_consent_update',
  'consent_analytics': true,
  'consent_marketing': true,
  'consent_personalization': true,
  'consent_functional': true,
  'consent_timestamp': '2025-03-15T10:30:00Z',
  'consent_version': 'v2.1',
  'consent_method': 'explicit_banner_click',
  'personalization_impact': 'full_experience_enabled'
});

Privacy-First Data Collection

// Compliant visitor tracking
window.dataLayer.push({
  'event': 'privacy_compliant_tracking',
  'data_collection_purpose': 'personalization_and_analytics',
  'data_retention_period': '90_days',
  'visitor_rights_disclosed': true,
  'opt_out_mechanism_available': true,
  'ferpa_compliance_verified': true,
  'data_minimization_applied': true
});

Student Privacy Protection (FERPA)

// FERPA-compliant student data handling
window.dataLayer.push({
  'event': 'ferpa_protected_interaction',
  'interaction_type': 'application_submission',
  'pii_handling': 'encrypted_transmission',
  'directory_information_disclosed': false,
  'student_consent_verified': true,
  'legitimate_educational_interest': true
});

Data Governance Framework

Data Type	Collection Method	Retention Period	Privacy Controls
Visitor Behavior	Cookie-based tracking	90 days	Consent-gated, anonymized
UTM Parameters	URL capture	12 months	Campaign attribution only
Form Submissions	Explicit user input	7 years (FERPA)	Encrypted, access-controlled
Lead Scoring	Behavioral analytics	90 days	Pseudonymized identifiers
Cross-Domain	First-party cookies	90 days	Same-origin policy enforced

Success Metrics ⭐

Strategic Personalization KPIs

Our analytics framework targets these measurable outcomes aligned with the UAGC Future Student Experience strategy:

Metric	Target	Measurement Method	Success Criteria
Campaign Attribution Preservation	90%+	UTM parameter persistence tracking	≥90% of conversions maintain source attribution
RFI Submission Increase	20-25%	A/B testing vs. control groups	+22.5% average lift across personalized journeys
Lead Scoring Accuracy	87%+	Enrollment outcome correlation	87% correlation between predicted and actual enrollment
ROI & Revenue Impact	10%+	Revenue per visitor analysis	10% increase in qualified lead value
Conversion Rate Improvement	5%+	RFI-to-application funnel optimization	5% minimum lift in conversion rates
UTM Attribution Accuracy	90%+	Campaign source validation	90% consistent UTM tagging accuracy
Compliance Adherence	100%	Privacy regulation monitoring	Zero compliance violations
Data Quality Integration	95%+	CRM data accuracy validation	95% accurate cross-system data integration

Real-Time Performance Monitoring

Attribution Validation Events

// Comprehensive attribution accuracy tracking
window.dataLayer.push({
  'event': 'attribution_validation_complete',
  'original_utm_source': 'google',
  'original_utm_campaign': 'fall2025_click-to-lead',
  'final_conversion_source': 'google',
  'final_conversion_campaign': 'fall2025_click-to-lead',
  'attribution_preservation_success': true,
  'journey_duration_days': 14,
  'touchpoint_count': 5,
  'attribution_confidence_score': 0.94
});

Personalization Performance Impact

// Technical performance monitoring
window.dataLayer.push({
  'event': 'personalization_performance_metrics',
  'page_load_impact_ms': 45,
  'script_execution_time_ms': 12,
  'cookie_processing_time_ms': 3,
  'personalization_api_response_ms': 28,
  'total_performance_impact_ms': 88,
  'performance_grade': 'excellent',
  'core_web_vitals_impact': 'minimal'
});

Lead Scoring Accuracy Validation

// Lead scoring effectiveness tracking
window.dataLayer.push({
  'event': 'lead_scoring_accuracy_check',
  'predicted_enrollment_probability': 0.74,
  'actual_enrollment_outcome': true,
  'prediction_accuracy': 'correct',
  'score_calibration_factor': 1.02,
  'model_confidence_level': 0.87,
  'scoring_algorithm_version': 'v2.3'
});

Quarterly Success Reviews

Q4 2025 Launch Metrics

Foundation Establishment: UTM standardization and basic journey tracking
Baseline Measurement: Current conversion rates and attribution accuracy
Initial A/B Tests: First personalization campaigns with control groups

2026 Scaling Metrics

Full Personalization: All visitor segments receiving tailored experiences
Advanced Attribution: Complete cross-domain and multi-touch tracking
ROI Optimization: Continuous improvement and campaign refinement

Implementation Timeline

Phase 1: Foundation & Strategy (Q3 2025)

BUILD Foundation Infrastructure

Finalize 25-parameter UTM tracking framework implementation
Deploy OneTrust cookie consent management with GDPR/CCPA/FERPA compliance
Implement 90-day cookie persistence and visitor identification system
Set up enhanced dataLayer structure for personalization triggers
Configure GA4 custom dimensions for journey tracking

Phase 2: Launch & Activation (Q4 2025)

LAUNCH Personalization Campaigns

Deploy first 4-stage journey personalization experiences
Activate RFI form optimization and lead scoring algorithms
Implement real-time attribution preservation tracking
Launch A/B testing framework for personalization variants
Begin baseline performance measurement and monitoring

Phase 3: Scale & Optimize (2026)

SCALE Full Experience Personalization

Expand personalization to all visitor segments and journey stages
Deploy advanced cross-domain tracking and session persistence
Implement predictive enrollment probability scoring
Launch continuous optimization and machine learning enhancements
Achieve full 90%+ attribution preservation and 20-25% RFI increase targets

Key Milestones & Dependencies

Quarter	Critical Dependencies	Success Criteria
Q3 2025	OneTrust licensing, GTM configuration	Cookie consent >80%, UTM standardization 100%
Q4 2025	Personalization platform, team training	First campaigns live, baseline metrics established
Q1 2026	CRM integration, advanced analytics	Journey tracking 95%+, lead scoring accuracy 87%+
Q2 2026	Optimization tools, performance monitoring	ROI targets achieved, full scalability confirmed

Governance & Accountability

Analytics Excellence Framework

Strategic Leadership

Omar Corral - Analytics Standards Authority & Implementation Oversight
Personalization Committee - Journey strategy approval and optimization priorities
Privacy Council - GDPR/CCPA/FERPA compliance validation and data governance

Operational Governance

Governance Area	Authority	Review Frequency	Approval Requirements
UTM Standards	Omar Corral	Monthly	Any new parameter additions
Journey Tracking	Personalization Committee	Bi-weekly	New segmentation or stage logic
Privacy Compliance	Privacy Council	Quarterly	All new data collection points
Performance Optimization	Analytics Team	Weekly	Campaign performance and A/B test results

Documentation & Change Management

Living Documentation: All tracking implementations must be documented in real-time
Change Control: No tracking modifications without documented business justification
Training Requirements: Quarterly training on new personalization features and compliance updates
Audit Trail: Complete change history and decision rationale for all analytics implementations

Success Review Cycle

Weekly: Campaign performance and optimization opportunities
Monthly: Attribution accuracy and data quality validation
Quarterly: Strategic KPI review and personalization effectiveness assessment
Annually: Comprehensive ROI analysis and future roadmap planning

Quality Assurance Standards

Pre-Launch Verification

✅ All personalization events fire correctly across journey stages
✅ UTM parameters persist through complete conversion funnel
✅ Lead scoring algorithms correlate with enrollment outcomes
✅ Cross-domain tracking maintains visitor identity
✅ Privacy controls function properly with consent management
✅ Performance impact remains within acceptable thresholds

Ongoing Monitoring

📊 Real-time dashboard alerts for tracking anomalies
🎯 Automated validation of attribution preservation rates
🔒 Continuous compliance monitoring and privacy audit trails
⚡ Performance impact assessment and optimization recommendations

Quick Navigation​

Journey Architecture & Personalization​

4-Stage Personalization Framework​

Visitor Identification & Segmentation​

90-Day Cookie Persistence Framework​

Visitor Segments & Triggers​

Journey Progression Tracking​

Stage Advancement Events​

Personalization Delivery Tracking​

UTM Framework & Attribution Strategy​

Comprehensive 25-Parameter Tracking Framework​

Standard UTM Parameters​

Advanced Tracking Parameters​

Campaign Structure Examples​

Attribution Preservation Events​

RFI & Application Submission Tracking ⭐​

RFI Form Progression Analytics​

Form Interaction Events​

Form Optimization Tracking​

Application Progression Tracking​

Application Funnel Events​

Lead Scoring Integration​

Technical Implementation ⭐​

DataLayer Architecture​

Core DataLayer Structure​

Cross-Domain Tracking Implementation​

Google Tag Manager Configuration​

Required GTM Events for Personalization​

Custom Dimensions Configuration​

Privacy & Compliance​

GDPR, CCPA & FERPA by Design​

OneTrust Cookie Consent Management​

Privacy-First Data Collection​

Student Privacy Protection (FERPA)​

Data Governance Framework​

Success Metrics ⭐​

Strategic Personalization KPIs​

Real-Time Performance Monitoring​

Attribution Validation Events​

Personalization Performance Impact​

Lead Scoring Accuracy Validation​

Quarterly Success Reviews​

Q4 2025 Launch Metrics​

2026 Scaling Metrics​

Implementation Timeline​

Phase 1: Foundation & Strategy (Q3 2025)​

Phase 2: Launch & Activation (Q4 2025)​

Phase 3: Scale & Optimize (2026)​

Key Milestones & Dependencies​

Governance & Accountability​

Analytics Excellence Framework​

Strategic Leadership​

Operational Governance​

Documentation & Change Management​

Success Review Cycle​

Quality Assurance Standards​

Pre-Launch Verification​

Ongoing Monitoring​

Quick Navigation