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.
DOWNLOAD THE MARKETING ANALYTICS TASK LIST
- Create a Google Account (assuming there is none)
- Create a Google Analytics Profile (assuming there is none)
- 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
- 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.
- Test Google Analytics – Utilize the Real-Time reports to verify tracking.
- Confirm traffic (with filters applied)
- Confirm event actions
- Confirm campaign tagging
- Create a Google Tag Manager Container (assuming there is none)
- 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)
- Place the Google Tag Manager Container Tag on the Website or Application
- 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
- Review the Site/Campaign in Full – Prepare a master questions list that helps identify and articulate measurement nuances that you may revisit in reporting.
- Decide Upon Primary Objectives and Key Metrics for the Program – Consider this an agreement with a client on meaningful success metrics and reporting cadence.
- Prepare High-Level Metrics Matrix – Most important conversion goals and events are documented here.
- 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.
- Create Campaign Tracking Inventory – Produce a Google Sheet or Excel document with Source / Medium / Campaign concatenations.
- Document Advanced Segments
- Document Filters and Related Google Analytics Functionality
- Draft, Edit and Finalize Your Reporting Structure and Layout
- Prepare and Present Reports – Report production is conducted on a weekly, monthly, bi-monthly or quarterly schedule.
- Create and Update the Analytics Task List – This serves as a living document that records the suggestions and recommendations derived from each report.