Data about our websites is important because it helps our university make informed decisions about how to create a better experience for our internal and external audiences. At UAB, we offer several tools for collecting, analyzing, and reporting on data, as well as support in how to use these tools.

Google Analytics

Google Analytics provides metrics and insight about the traffic coming to our websites. The information provided in the Google Analytics tool can be used to guide decisions about content, graphics, navigation, and overall user experience. Most UAB websites already have a Google Analytics account installed on them. If you cannot access your Google Analytics account or need a new one set up, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it., providing your website address and a gmail address to use for accessing the account. We recommend that you use a general gmail address for your unit rather than a personal gmail account. Basic training on how to use Google Analytics is available upon request.

Go to Google Analytics

Google Tag Manager

Google Tag Manager is a tool used to help manage scripts that work within the source code of a site. All Google Tag Manager accounts placed on UAB websites are managed by Web Communications for security reasons. If you need to have a script installed on your site, such as an AdWords conversion or social pixel, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it..

UTM Tagging

UTM URL tagging helps UAB track all of our marketing and communications efforts. It provides insight into how people reach content on your website. Anytime you include a link to content on your website in social, email, or paid marketing, using a UTM tag can show you how effective your communications are by clearly tracking how people reached your content.

Learn more about UTM Tagging

Reporting Tools and Support

Web Communications offers a simple website dashboard report upon request. This report tracks the most commonly requested metrics for a website, allowing you to see the overall trends for your website traffic. Data from Google Analytics can also be used with Tableau, UAB’s preferred business intelligence tool. If you are interested in receiving a website dashboard report or need assistance in understanding how to create reports for website metrics, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it..

Google Custom Search (GCS)

GCS searches across all content (text, images, PDF, etc.) on all UAB sites simultaneously. University Relations' Web Operations team can replace the standard single-site Joomla search with GCS on your site to make an all-inclusive search across a group of sites of your choosing. If you need support with search on your website, please contact This email address is being protected from spambots. You need JavaScript enabled to view it..

Go to Google Custom Search