Analytics Setup Checklist

The fact is that there are many digital marketing consultants relying on Google Analytics are relying on bad data. No, not because Google Analytics is awful. Because their configurations are broken.

And if your configuration is broken? Well, you’re likely managing the wrong things and making poor choices based on incorrect (or incomplete) data.

Phase One
►Tag all of your pages with your tracking code (usually a javascript snippet). The emphasis is on ALL as quite often by default tools will not track download files (PDFs, XLS, DOC, EXE) or external links (banners, affiliates, advertisements).
►Study the initial data. This is the initial pass by of your data before mapping who in your organisation your stakeholders are and what KPIs are useful for benchmarking your web site against. With good data coming in (usually 2-4 weeks worth), simple questions can then be answered.

⋅What are your daily visitors
⋅What is the average conversion rate
⋅What percentage of visitors are from search engines
⋅What are my top 5 visited pages
⋅What is the average visitor time on site
⋅What is the average visitor page depth
⋅What is the geographic distribution of visitors
⋅What is the average visitor bounce rate (single page visits)

Phase Two
►Filters in Google Analytics have many purposes such as segmentation and report augmentation.
Click here to learn more about segements.

Phase Three
►Website goals and customer engagement are essential to a website’s success.
⋅Adding an item to the shopping cart
⋅Subscription sign-up
⋅Brochure request
⋅Completed more info. form
⋅Reading a blog article
⋅Adding/editing/deleting a forum or blog post
⋅Viewing a particular page
⋅Viewing particular page path e.g. pages A-E-F-D
⋅Clicking on an ad/external link
⋅Reading more than # pages
⋅Time spent, # minutes on the site
⋅Clicking a mailto: link
Click here to learn how to configure goals with Google Analytics.

Phase Four
►Know your stakeholders. Get the key individuals on board with the new analytics initiative.
►Meet with your stakeholders. Arrange for weeky conversations and updates.
►Develope a list of objectives from the stakeholders.
►Once the list of objectives have been established start reducing the list to actionable items.