Google Analytics Support

Matriculate is looking for a Google Analytics expert to help us launch 3-4 unique events to support our student recruitment efforts from April 2025 - August 2025. Though we have had GA running for the past 2 years, our understanding and use of it is very preliminary. We want to harness its power to better reach high school juniors across the country, so they know about our free college advising program and feel compelled to apply. Our team is currently running a small research pilot to audit our current Google Analytics, pick 3-4 events to influence and study impact throughout 2-3 weeks, and present it to the entire organization as a trial run in May. We would like someone to support us launching the unique events and data tracking and analysis as the event runs, and when the event is completed. A bonus if you’re also a Google Ads expert!

This project will play a key role in our organization's ability to grow brand awareness and reach more low-income students. This project will include the following activities:
-Complete an audit of our Google Analytics: what should we take note of? What helpful data do we have for student engagement? What past events have been particularly impactful?
- Give feedback on the 3-5 events our team will select to influence and track the data of
- Support our team in tracking and analyzing the data coming in
- Suggest improvements to target and tweak for the events
- Improve our nonprofit's Google Ads strategy
-Make recommendations for future search engine optimization or content management projects that will improve our outreach
-Bonus: Train 3-5 staff members on how to update Google Ads and monitor their performance

Matriculate is a national nonprofit that has supported 20,500+ low-income high-achieving high school students to their best-fit schools. All students have received financial aid and so many have won amazing scholarships. We are cutting-edge with a virtual advising model that pairs high school juniors with a 1:1 college student mentor. Every year, our success grows and so does the number of high school students we can support. This year, it’s 3,000! We have a special focus on supporting first-gen students, underrepresented students of color, and rural students. With turbulent times and changing national policies, it is more important than ever that community organizations fill in the gap and create a safe space for students. Your work with us will help us reach even more of these students, in underrepresented states like much of the Midwest and South, and in small pockets of the country. We continue to diversify our student pool with your support. We continue to expand college access and free college knowledge with your support.

Matriculate has worked with a Taproot consultant before for our Marketing Communications team! It was such a success that the team recommended Taproot to us, the student recruitment team. We are prepared to share the login credentials to our Google Workspace. Our workspace is fully set up and running. We also have a full-time staff member and a dedicated intern to work closely with you on this. Both individuals have taken the Google Analytics course on Google. The team has also decided on which events to run and study on Google Analytics. Lastly, we have secured a Google Ad Grant award of $10,000 a month.

In our first session together, we'll brief you on our marketing goals, as well as our mission, vision, and purpose. We will discuss how to proceed with the audit and the work we have done so far on that. We will discuss timeline and a weekly schedule to meet.