University websites are often created with certain marketing goals in mind: recruiting new students, communicating with current students and staff, building a positive brand, reaching out to alumni, and much more. However, without actively analyzing the traffic to your website, you will never fully understand if your efforts are successful. Through the use of web analytics, you can measure whether your goals are being met and take additional steps to advance your objectives. In this session, learn how to measure the success of your website and web operations using analytic tools. Go beyond site-level analyses, and learn how page-level analytics can help content contributors make informed decisions about each page’s material. Furthermore, learn how a web content management system can bridge webpage analytics with your social media platforms in order to provide holistic data about your webpages, webpage visitors, and social media efforts.