Just tracking data is easy. You use some scripts, maybe add some custom events. That’s it.
The huge step is to make this data actionable.
To learn from it, to find opportunities to improve your service/product or avoid low-performing traffic.
The actionable steps often need time and experience. But you might not have time or resources.
We give you an actionable analytics setup in just 10 days (plus your implementation time of the tracking). One that immediately allows you to see if your product/service/shop is performing as it should and where to find your opportunities for improvements.
A basic Google Analytics Universal setup is usually adding the tracking code to all pages and define 2-3 goals in your GA account. That is a great start. But most likely you would like to learn more how people are using your website or product? And going beyond, you need a tracking and reporting setup that helps you to define actions based on the data. Why using Google Analytics Universal at all if you don’t use the data to improve your website or product. Our packages gives you a shortcut to a professional Google Analytics Universal setup and a reporting that lets you gain actionable insights.
Usually you already have a setup for some time. Most often it’s the initial basic setup tracking all pages/screens and some events.
Sometimes it can be an outgrown setup. That has been growing over time and becomes unmanageable. So a tracking plan would be a welcoming clean up.
Or you start fresh and want to make sure to track the essentials from day 1. This is often the case when you are a venture-based startup with an extreme need to validate hypothesis quickly.
We start with the foundations: Based on your product & business model we develop a framework of business goals > relevant user actions & journeys > a custom KPI set > Funnels > Segments.
Based on that we build a tracking plan based on our experiences of developing over 50 plans yet.
Our tracking plans are always visually. We work with screenshots in Miro or Mural adding tracking information where it happens. With code examples for an easy technical implementation (based on your analytics tools and your programming language). A good development team usually implements our plans in 2-3 weeks.
We also provide you with a guide how you can test the implementation based on the analytics tools you use.
When you have implemented the events from the tracking plan, we help you setup your first dashboards and reports based on the framework we defined in the first step. And walk you through the setup explaining how you easily can extend the reporting and insights
An analytics setup always comes in different stages.
There's the first stage where you implement the tracking, and you track the basic stuff. And this involves what kind of pages people see, and then all the different kinds of technical information you can get about this user. So, for example, where do they come from, which page have they been visiting before? What kind of devices are they using? What kind of browser are they using? That's it.
This is already a bunch of information that you can get, but at some point, you maybe want to know more, and the area that you try to investigate is most likely, something like 'how are people using the different aspects of your website'?
For example, if you have videos, do they watch a video? And if yes, how much of the video do they watch, then maybe, how much of a page do they actually see? So how deep do they scroll on your website? And then, if you have some different kinds of functions, as for example, you have a list that can be filtered or that can have a different order. So it might be helpful for you to know, how people are using these different kinds of filters, all the order, this table?
Another thing that could be useful to know is something like, how do people use the navigations? So if you have different kinds of navigation, so you might want to know, on which kind of items do people click? If you have some forms where, for example, you collect some information for people contacting you or subscribing to a newsletter or for ordering something, you might want to know how people use these forms.
The more interactive your website is, and the more people can do on a page, without going to the next page, the more there are potential tracking things that can help you to improve your website or your application. (Because if you know more about how people are using the website and direct application, you can start to optimize for that).
For example, if you have a content area, then it is important for you to learn if people actually read the content. There are different aspects of it, and you can check them in the easiest way measuring how far you people scroll on the website. And you can even go further. So you can even make a calculation based on the scroll level and based on the time they spend on this website to figure out if people actually have read the content.
You can also look into how long are the different kinds of articles? You define length ranges: zero to 200 words, 300 to 500 words, and so on. This enables you to analyze how, for example, longer content performance can be compared to shorter pieces, and it gives you an idea, what kind of content maybe is useful for which kind of audience. And this can help you to optimize how you create the content. Another thing that you can do is that you can add to the tracking topics that are covered within different kind of posts and articles. You can see how do different topics perform, for example, which kind of topics are getting a lot of organic search engine traffic and which kind of topic maybe performs better for converting to a signed-up user?
If you have an e-commerce website, it might be interesting to see the interaction, the different kinds of ways, how you present your products. So, for example, if you have a lot of images, do people actually check the images? If people can define different kinds of versions of products, how are people doing that? How do they use it? Do they understand it? And if you, for example, show related products or upgrades, or if you show upsellers, so do people use these kinds of apps?
Based on your business model and the use cases that you have on your website or in your application, there might be plenty of user events that might be helpful for you to understand how to improve your website. If you, for example, figure out that you have a lot of content or specific kinds of content that has not been read as much as other content. So this is helpful because, in the end, you can then look into the content and find out that this kind of content does not really resonate with my audience.
How do you find out what kind of data you should track and how to use it to improve your website or product?
That is the important question to ask!
There are different ways to make data actionable. Here's the one I use:
Based on your business model and product we define up to 3 major goals that you want to achieve with your website/product.
Based on these goals we define the actions a user has to take to achieve these goals. After that we define the KPIs that show if these actions are taken and if the goal is reached. We also define accompanying KPIs that lead to the major KPIs.
We also define potential funnels and segments that are important when analysing the goal performance.
This framework of goals, actions and KPIs is the foundation for a tracking plan. We need to make sure that we track the right stuff that we need to measure our goals. Once the tracking is implemented we can bring our framework into action.
For that we create reports and dashboards that show us how we perform with our goals.
These dashboards and reports is your baseline you can use to check how to improve your website/product and most important if new features you release actually improve your website/product.
This is what I call the pro level of an analytic setup. You go beyond the first stage, where you only do the basic stuff.
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