1 Create a measurement plan
Let’s start by thinking about what it is we want to achieve with your website. Is it as simple as driving online sales? Don’t think that in that case you will be done quickly. Try to sit down and ask yourself the hard questions. Is there nothing else of value that visitors can do on your site? Why does your brand stand for? How do you create awareness about your new product offering? Do you have a mailing list? Do you provide an (expensive) after/customer service that you might want to support?
Your websites’ “raison d’être” is the single most important question you will need to answer. When your version of that question is answered, make sure you get buy-in from all relevant stakeholders in the organisation. Adjust the plan to get broad buy-in. Then make sure your businesses leaders are supportive of that version. Don’t assume everyone knows or is on the same page. Remember what they say about assumptions.
Now try to dissect all of the reasons you have for your website(s) into goals you can measure. If you are selling something, good old fashioned conversion rates might be a solid KPI. If you are also are aiming for brand awareness, the number direct visits or branded searches might be solid numbers to look at. Is brand engagement important? How about time on site or the percentage of repeat visits?
Google Analytics Account Structure
Think about different stakeholder in your organisation and the different measurement needs they might have. Facilitate this into your plan and give all relevant stakeholders their own views. For inspiration, feel free to check out the Demo Account structure on the next page when you are done.
Custom Dimension is a concept explained fully later on in the Google Analytics get started guides. They are a way of going beyond the basic set of dimensions available in Google Analytics and customise your setup with data that is important to your business. Usually these can simply be imported from the code in the page the client is on. Google is showing you can set up a custom dimension for on a hit, session and user level, and has connected an example stat for each of the three options. If you go to Admin > Property > Custom Definition > Custom Dimension you can see that there are three custom dimension live. By clicking on them you can see how they are being imported from the server.
Create buy-in for your measurement plan
When you have connected measurable metrics to each business goal, it is time to start thinking about talking to other stakeholders. Can you get them to agree to the metrics you have connected to the KPIs? Can you set up reports so they have one click access to that information on a daily basis? Are they excited about gettign their own reporting and views?
For large organisations, you often find there are tensions between IT and Marketing teams about what tools are needed. Google Analytics is an amazing analytics tool, but is often seen as a second truth next to the webanalytics package that is already operated by IT teams. They primarily see a barrage of questions opening up on the different numbers that the different tools will produce. On the other hand you have increasingly savvy marketing teams that need fast answers and want to be able to use the data available without having to get in line for the IT queue. You will need management involvement here to set direction.
With these mutual goals in hand, we all know where to focus and what success looks like. This means you can start to segment your data and find answers to real business questions at hand.
Questions like are there any stakeholders in your organisations that are blocking the setup of Google Analytics because they do not believe in the value add? Can you perhaps demonstrate it by answering some questions your organisation is struggling with through the Google Analytics Demo Account? I am sure you can (try).
Go to the next step to find out how or contact us for support.