Once you have your plan, it’s time to implement it so you can easily keep track of these things inside of Google Analytics.
In some cases, you’ll be able to easily find your metrics in Google Analytics without needing to set up anything else.
For example, this is the case for metrics like users, new users, % new users, bounce rates, or pageviews.
In other cases, you might need to set up custom events or Google Analytics goals.
Sidenote: When we mention Google Analytics goals, we’re not referring to the business goals in your measurement plan. Google Analytics defines “goals” as actions or events that measure how well your site or app fulfills your target objectives. In the case of your measurement plan, you can choose to set up some of your KPIs as Google Analytics goals.
For example, if your measurement plan includes KPIs like button clicks, session time, purchases, or pages per session you will have to set these up manually.
Once you’ve set these up, Google Analytics will automatically calculate some other helpful metrics like conversion rate per goal or revenue per channel.
This is perhaps the most technically challenging part of your web analytics strategy. However, we’ve created a detailed walkthrough to help you with that:
Once you’ve set up your KPIs, it’s time to create a few segments, to learn how to do that, check out this resource:
If you’re stuck, read this blog post to get inspiration on segments you could create:
Finally, you should track every effort your company makes to drive traffic to your site, which will allow you to identify campaigns and analyze their performance. You can do that by using UTM parameters in your campaign URLs.
That’s it! You’ve created and implemented a comprehensive measurement plan for your entire sales funnel.
This simple and powerful framework will allow you to focus on what really matters and use data to make better decisions and grow your business.
Once you’ve nailed this one down and are confident you are tracking what truly matters, you can start implementing the same framework to specific areas of digital marketing.
For example, you can use the measurement plan framework to evaluate any specific digital marketing channel: Content marketing, email marketing, digital advertising, SEO, and social media.