Analytics is often overlooked by marketers – it’s a critical mistake.
Why?
Great data analysis improves your SEO, content, paid traffic, email, conversions and every other aspect of web marketing as well.
Your data doesn’t lie – by knowing what to collect and how to collect it, you have the fire power to make well informed decisions.
Notice what I emphasized in the previous sentence?
“knowing what to collect and how to collect it“
In order to make precise decisions, you need to clearly define what you want out of your data.
The best way to do so is with an analytics measurement plan.
Why you need a measurement plan:
A measurement plan is step 1 in your overall analytics process.
Without a proper measurement plan, everything else fails.
This article is a step by step guide to creating a web analytics measurement strategy and plan.
Need help with your analytics? Leverage our full service Analytics consultants.
Find out exactly how many customers you SHOULD be getting from organic search.
Why do you have a website?
No, seriously, why? I’ve run into clients whose objectives are so blurred they’re better off without one.
Some examples are:
Answering this question is the first step in getting a hold of your data. Once you have this defined you have an overarching objective that everything maps back to.
Every dollar that your business spends should drive towards achieving these objectives.
For our sample website:
“The purpose of our website is to increase total sales by allowing customers to buy our products online”.
Goals are what drive success of a given business objective. It completes the following sentence:
In order to increase our online sales, we must ….
Goals should be all of the following:
When structuring my goals, I always lead with a verb – this implies action. For our sample site, here is how I completed the sentence…
In order to increase our online sales, we must ….
All 3 of the above are measurable goals that drive towards the overall business objective. Easy. Simple. Clean.
KPIs are digital outcomes that help you gauge success against your goals.
There’s a lot of debate about picking KPIs – some argue metrics like visits, page views and time on site are “vanity metrics”.
FALSE!
If you’re BuzzFeed, those metrics are critical to your advertising model, aka how you generate revenue.
What matters is picking KPIs that matter to your business.
Dig deep into metrics that will help gauge the success of your goals.
For our sample site, I chose the following KPIs for our goal “grow our email list”. Some KPIs to help gauge success are:
KPIs are the heartbeat of your website – choose ones that will easily help you measure the success of your goals.
You got 2 million new email addresses from your lead generation campaign. That’s amazing! Wait, that’s amazing right?
Targets (or benchmarks) put your website’s goals into perspective. They are a numeric value that force you to measure the success of your goals.
You should use your company’s historical data to choose targets. If no such data exists, use industry benchmark data (a simple Google search will help you track down the data).
For our sample site, I chose benchmarks based on industry standards:
When the time comes to report on your efforts the amount of data is staggering. Spending hours digging through reports is not a wise use of your time. That’s why I include reporting and segmentation in my plans – it saves time, headaches and lets you focus on making the right analysis.
Segmentation is a science in itself – for the purpose of this post I will keep it short. Define segments that help you uncover additional insights and causation.
Cost per lead is a great KPI – Cost per lead segmented by traffic source is even better.
For our sample site, I chose the following segments for my KPIs:
NOTE: The report I chose is an Adobe Analytics / SiteCatalyst / Omniture report – this report is not available in Google Analytics.
Don’t forget this part!
The whole point of analytics is to make data driven decisions that will propel your business forward.
Now, go forth and analyze!
You are right. Analytics cuts out guesswork which means that your marketing decisions can be laser targeted.
Agreed – Analytics is the most important aspect of digital marketing.
great work by Ryan Rtewart on search engine optimization specially web analytics measurement plan
is very informative and useful in getting the better seo results. As digital marketing base on analytics
and as much as you analyze your data alternative you will improve your SEO, leads and conversions. Really great work by the author, the whole article is very informative keep it up.
Thank you Raja – that means a lot.
Thanks for this. I’ve learned my lesson. I will no longer to anything with testing & tracking first!
Data collection and analysis is big business and should always be done.
Our main aim of digital marketing is to capture more leads. We have spent lot of money on SEO and Paid Traffic but
do not analyze the analytics deeply. Author’s six points about creating web analytics measurement strategy and plan is very helpful in getting the right, genuine and target leads.
Web analytics may seem like a tedious process for some, but it is necessary if you want to achieve real web success. It is what separates the mediocre from the great. Mr. Stewart has achieved a level of greatness and I have learned so much from your blog that have helped pull me out of my depression and slump and see results. Thanks so much!
Analytics are the key to all things digital.
Agreed – you’re welcome!
i hate even the thought of havin to do web analytics .. is there an easier way .. guess i have to do it
Good analytics navigate the way. Without it we just wonder aimlessly.
I guess if you don’t really know why you have a website, then you’re pretty much screwed from the start.
I’m not good with analytics. All those numbers & charts drive me crazy lol…guess this will take some getting used to.
web analytic is good it give us great insite into what work and what not working.
Really enjoyed the slide presentation; I learned a lot about the importance of web analytics!
This is news to me. I always thought SEO was the most important aspect of digital marketing. Guess I need to re-adjust my thinking!
“If you have an enticing offer, you could be attracting a lot of opt ins from fake emails.” This is so true! That’s why is also good to use an software or email program that can detect this – and particularly block out fake disposable emails.
Superb job! Most powerful post I’ve read on web analytics to date. Dead on!
I set aside several hours per day just to study web analytics. It has proven to be very successful for me.
Great article. Kpis and segments are super important and too often not set up at the beginning. You laid it out in a great, logical, easy to digest way. Thanks.
thanks david!
Hi Ryan Stewart,
I just reading this article that is clearly and deeply cover analytic. Analytic is important decision making term, it will decide yoour next strategy.. your aspectation..
i learned alot from this article.
thanks ..
It was a great learning tool. I like the way you made everything look so simple. I am preparing for a job interview, and this was very helpful. Thanks!
Great post!
Love your post and blog – I find it very inspiring. Just a note – might worth to update the links inside the article.
thanks suki, will so!
I cant figure out what to change on my site, is linkbuilding still
working?
p.s Don’t take advice from the Warrior Forums haha
link building is still a huge part of SEO. that should be a bumper sticker!
Great post.
Great post!!! Simple and very informative. Keep up the good work Ryan!!!
Thank you Dave!
Thank you! This article has helped me tremendously! I am so use to freestyling everything and just figuring it out.
You are welcome, thanks for commenting!
Thank you for sharing. I am a brand new copywriter, transitioning from Government contract work in Administration. Researching info on creating a fictitious company to analyze for practice in UCSD Extension course.
RYAN another piece of content. Was looking for the same.
Thanks for sharing the great study.
Thank you!!!
Awesome, welcome to our community!
@ Ryan Stewart – This might sound a weird question but I am asking nevertheless. The steps mentioned in your contents are different from those shown in your “leadership” image. Analytics has so many intricacies and when you search for it, you get lots of material and so many steps that it becomes confusing. Are these six steps in the contents the steps to create analytics measurement plan or these are the steps of the whole analytics process? I wish I could have a list of all the steps from A-Z..(and not referring to why you need to do it).
Excellent post, I loved this article. Your style is compelling,
and the content you provided is extremely helpful.
I will definitely recommend it with my friends and come back for more.
Thanks for sharing this!
When I initially commented I clicked the “Notify me when new comments are added” checkbox and now each
time a comment is added I get several emails with the same comment.
Is there any way you can remove me from that service?
Bless you!
This site definitely has all the information I wanted about this subject and didn’t know
who to ask.
Центры В Дизайне Человека Human Design
I absolutely love your website.. Excellent clors & theme.
Did you develop this web site yourself? Please reply
back as I’m planning to creaqte mmy ownn site and would love to learn where you got this from or exactly
what the theme is named. Thank you!
This article will assist the internet visitords for setting up new
web site oor even a weblog from start to end.
It is the best time to make a few plans for the future and it’s time to be happy.
I’ve read this submit and if I could I desire to suggest you few fascinating things or tips.
Maybe you could write next articles regarding this article.
I wish to learn more things approximately it!
Here is my web-site; Airdrop Treasure and NFTs token rewards
Кот в сапогах 2 смотреть в хорошем hd качестве
онлайн
This is very interesting, You are a very skilled blogger.
I’ve joined your rss feed and look forward to seeking more of your great post.
Also, I have shared your site in my social networks!
my site :: Iced Soup (Voprosi-Otveti.Ru)
Известный Психолог Психолог Спб.
Психолог и психотерапевт.
excellent issues altogether, you just won a new reader.
What might you recommend in regards to your submit that you simply made
a few days in the past? Any sure?
Have a look at my webpage :: viral marketing (https://Jason7R65Alx8.Mysticwiki.com)
This is the perfect web site for anyone who wishes to find out about this topic.
You understand a whole lot its almost hard to argue with you (not that I personally will need to…HaHa).
You definitely put a brand new spin on a topic which has been discussed for
years. Excellent stuff, just wonderful!
Feel free to surf to my homepage: loss Diet plan (http://1Ctv.cn)
Hey there, You’ve done an incredible job. I’ll certainly digg it and in my opinion recommend to my
friends. I am confident they will be benefited from this website.
Here is my web blog: deer hunting scent; rock8899.com,
Definitely believe that which you said. Your favorite reason appeared
to be on the web the simplest thing to be aware of. I say to you, I definitely get annoyed while people think about worries
that they plainly don’t know about. You managed to hit the nail upon the top
as well as defined out the whole thing without having side effect , people can take a signal.
Will probably be back to get more. Thanks
my page – 먹튀검증
Hi there to every body, it’s my first pay a quick visit of this web site; this blog contains remarkable and truly good stuff designed for
readers.
You ought to be a part of a contest for one of the most useful websites on the web.
I am going to highly recommend this website!
If you desire to improve your familiarity simply keep visiting this website
and be updated with the hottest information posted here.
My spouse and I stumbled over here by a different website and thought I may as
well check things out. I like what I see so now i am following you.
Look forward to checking out your web page repeatedly.
My relatives every time say that I am wasting my time here at web, except
I know I am getting know-how everyday by reading thes
nice posts.
I don’t usually comment but I gotta state thanks for the post on this special one :D.
Also visit my web-site … Caribbean Apartment
For Rent (Lt.521Mo.Cn)
Its like you read my mind! You appear to know a lot
about this, like you wrote the book in it or something.
I think that you can do with some pics to drive the message home a little bit, but instead of that, this is excellent blog.
An excellent read. I will definitely be back.
Also visit my web page :: carb Days – ruserialy.club,
Производитель спецодежды в Москве утепленная спецодежда – купить оптом спецодежду.
Hello there! Do you know if they make any plugins to
protect against hackers? I’m kinda paranoid about losing everything I’ve worked hard on. Any tips?
Here is my site – workout plan (Nimmansocial.com)
Way cool! Some extremely valid points! I appreciate you writing this write-up and also the rest of the website is also very good.
Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your
point. You definitely know what youre talking about,
why throw away your intelligence on just posting videos to
your weblog when you could be giving us something informative to read?
This information is priceless. When can I find out more?
I am not very wonderful with English but I get hold this real easygoing to read.
Here is my homepage online dating profile (http://Zonart.ru/index.php?Subaction=userinfo&User=ozovy)
I was excited to discover this great site. I wanted to
thank you for your time for this particularly wonderful read!!
I definitely loved every part of it and I have you book marked to
check out new stuff in your blog.
Some really good blog posts on this site, thanks for contribution.
Have a look at my web blog :: home remedies rather (Gifu.Visit-Town.com)
Deference to post author, some excellent selective information.
Also visit my web page … website hosting providers (http://Slotsciti.net/index.php?subaction=userinfo&user=uwaxojo)
I simply couldn’t depart your website before suggesting that I really
loved the usual information an individual provide in your visitors?
Is gonna be again regularly to inspect new posts
It is really a great and helpful piece of information.
I’m satisfied that you shared this helpful info with us.
Please stay us informed like this. Thanks for sharing.
my site computer desk chairs (Connor4E08Yei3.Wiki-Jp.com)
Hello this is kinda of off topic but I was
wanting to know if blogs use WYSIWYG editors or if you have to manually code
with HTML. I’m starting a blog soon but have no coding experience so I wanted to get guidance from someone with
experience. Any help would be enormously appreciated!
my site: chai Concentrate (Tvsocialnews.com)
Hi, after reading this awesome paragraph i am also cheerful to
share my familiarity here with colleagues.
Excellent post. I was checking constantly this blog
and I’m impressed! Extremely helpful information specifically the last part
🙂 I care for such information much. I was looking for this certain information for a
very long time. Thank you and best of luck.
you are truly a good webmaster. The website loading speed is incredible.
It seems that you are doing any unique trick. Furthermore, The contents are masterpiece.
you have done a wonderful activity in this subject!
Hi there! I know this is kinda off topic nevertheless I’d figured I’d
ask. Would you be interested in trading links or maybe guest
writing a blog article or vice-versa? My blog discusses a lot of the
same topics as yours and I feel we could greatly benefit from each other.
If you are interested feel free to send me an e-mail.
I look forward to hearing from you! Fantastic blog by the way!
Wow that was odd. I just wrote an extremely long
comment but after I clicked submit my comment didn’t show up.
Grrrr… well I’m not writing all that over again. Anyways, just wanted to say excellent blog!
Everything is very open with a clear description of the issues.
It was really informative. Your website is very helpful.
Thanks for sharing!
Do you mind if I quote a couple of your posts
as long as I provide credit and sources back to your webpage?
My website is in the very same niche as yours and my visitors would
genuinely benefit from a lot of the information you present here.
Please let me know if this alright with you.
Regards!
Thanks for finally talking about > 6 Steps to Build a
Web Analytics Measurement Plan // WEBRIS renovation services Scarborough Canada
Hello, yup this post is actually good and I have learned lot of things from it on the topic of blogging.
thanks.
Hey There. I found your weblog using msn. This is a really neatly written article.
I will be sure to bookmark it and come back to learn extra of your useful info.
Thank you for the post. I will certainly comeback.
Stop by my webpage … Elevate Home decor
Find out how much organic traffic your website should be getting through our Traffic Projection Analysis.
SHOW ME OUR POTENTIAL!Using data from your website, our Traffic Projection analysis can accurately forecast how much traffic (and revenue) your website could be getting from Google.
FIND OUT MORE
8 years ago