Marketing Analytics Task List

No two metrics programs are alike, but the process to develop a new marketing analytics program typically involves the steps listed below.

Tasks are organized into two categories: Hands-On items, which require account creation, configuration, and some code alterations, and Hands-Off tasks, which are more strategic in nature and utilized to organize the program.

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Hands-On

1. Create a Google Account (assuming there is none)
2. Create a Google Analytics Profile (assuming there is none)
3. Configure Google Analytics – Most of these tasks are performed in the “Admin” area of Google Analytics.
   • Set “exclude” and “include traffic filters – Update these filters to remove traffic from internal visitors and/or illegitimate (spam) referral sources.
   • Link/integrate appropriate accounts (Adwords, Ad Exchange, Call Tracking, etc.)
   • Configure site search
   • Configure ecommerce settings (if necessary)
   • Prepare custom alerts for sudden loss/influx of visits, conversions, errors, etc
   • Create conversion goals
   • Add/include users for access to the account
4. Prepare and Label Client-Specific Advanced Segments – These act as lenses or unique filters relevant to traffic sources, campaigns, behavior, etc. They can be applied to every Google Analytics report and shared with clients and partners.
5. Test Google Analytics – Utilize the Real-Time reports to verify tracking.
   • Confirm traffic (with filters applied)
   • Confirm event actions
   • Confirm campaign tagging
6. Create a Google Tag Manager Container (assuming there is none)
7. Configure Google Tag Manager
   • Enable Click and Page related variables
   • Setup Required Google Analytics Variables & Tags
   • Configure Tags and Triggers for Custom Events
   • Add All Tags for Software, Advertising, Conversion Pixels, Custom HTML, etc.
   • Configure DataLayer Variables, Triggers & Tags (for ecommerce primarily)
8. Place the Google Tag Manager Container Tag on the Website or Application
9. Conduct Preview Testing – Utilize the Google Tag Manager “Preview” function here to ensure all of your tags are firing when they should.
   • Tags Firing on Page Load
   • Tags Firing on Clicks
   • Tags Not Firing According to Triggers/Filters in Google Tag Manager

Hands-Off

1. Review the Site/Campaign in Full – Prepare a master questions list that helps identify and articulate measurement nuances that you may revisit in reporting.
2. Decide Upon Primary Objectives and Key Metrics for the Program – Consider this an agreement with a client on meaningful success metrics and reporting cadence.
3. Prepare High-Level Metrics Matrix – Most important conversion goals and events are documented here.
4. Prepare Deep-Level Metrics Matrix – An expansive list of all your on-click events. This is mainly internal documentation that aids Google Tag Manager setup.
5. Create Campaign Tracking Inventory – Produce a Google Sheet or Excel document with Source / Medium / Campaign concatenations.
6. Document Advanced Segments
7. Document Filters and Related Google Analytics Functionality
8. Draft, Edit and Finalize Your Reporting Structure and Layout
9. Prepare and Present Reports – Report production is conducted on a weekly, monthly, bi-monthly or quarterly schedule.
10. Create and Update the Analytics Task List – This serves as a living document that records the suggestions and recommendations derived from each report.