Unlocking GA4 insights: Advanced reporting and attribution for higher ed

Higher ed institutions rely on data to drive enrollment, improve engagement and optimize digital strategies — but GA4's shift to an event-based model has made channel attribution and user journey analysis more complex. This session will focus on overcoming these challenges by leveraging GA4 event data and advanced reporting capabilities in Looker Studio to gain deeper insights into prospective student behavior, marketing performance and website effectiveness.

We'll explore how to build custom reports in Looker Studio that go beyond GA4's built-in limitations, helping you better understand which channels drive applications, how students interact with your digital content and what optimizations can improve conversion rates. Learn how to use drill-down dimensions, optional metrics and scorecards to clarify user behavior, measure engagement and track key recruitment and retention metrics.

By the end, you'll have the tools to create custom, dynamic reports that provide actionable insights, proving the impact of your digital strategy and helping you make more data-driven decisions for your institution.