Website Analytics and Measurement
About Website Analytics and Measurement
Analytics and measurement help marketing and communications teams understand what’s working — and what’s not. By tracking how audiences find and engage with our content, we can see which messages, channels, and campaigns are driving real results. Instead of relying on assumptions, data allows us to focus our time and resources where they will have the greatest impact. A consistent approach to measurement helps us make smarter decisions, show the value of our work, and continuously strengthen how we support the university’s goals.
What are UTMs?
UTMs (Urchin Tracking Modules) are short tags you add to the end of a URL to track where your website traffic is coming from to vt.edu (as long as the site is on our CMS).
Why they matter
- Track performance – See which emails, ads, or social posts bring in traffic.
- Measure ROI – Know which campaigns are actually generating results.
- Understand your audience – Learn where visitors come from and what they click.
- Improve marketing decisions – Invest more in what works, stop what doesn’t.
- Keep data organized – Clearly separate traffic by source, medium, and campaign.
How to Create Them
A UTM builder is available to Virginia Tech Marketing and Communications. The training is available in PageUp as part of the Virginia Tech Brand Education Program.
There are templates available for Presidential Priorities as well as for colleges and units that standardize campaign names to keep activity organized and captured under one umbrella for higher-level measurement.