Web measurement strategy
The steps for a good web measurement strategy are:
Identify goals
- The general goals to be achieved must be established depending on the web typologie
- Later on, the key performance indicators (KPIs) that will control the achievement of the goals have to be selected
Strategic implementation
- Think and design what needs to be covered on the website to implement the KPIs previously selected.
- Adapt the previous design to typical features of Google Analytics (events, goals, metrics and custom dimensions, ecommerce...)
Technical implementation
- Integration of all the above with the source code of the website.
- Configuration of the property, views creation, configuration of objectives, entry funnels, attribution models...
- Coding: html, javascript, php, .net or other languages.
Data analysis
- Analyzing data is not "contemplating" data. Is data good? Is it bad?
- Basic analysis techniques should be applied:
- Data segmentation. Analysis of data by subsets of data to extract opportunity niches or error niches.
- Comparison. By comparing, we will get to know whether the data is good or bad, comparing the data with a reference. Comparing with data from websites of the competitors is difficult, we usually compare with our own data (evolution)
- Creation of a scorecard that allows at a glance to see the fulfillment of the initial goals through the defined KPIs.
- If we have an ecommerce, we must be able to easily assign the proportion of revenues that correspond to each marketing channel.
Continuous improvement
- Tapmetrik allows you to analyze so that the decisions you make help evolving and improving your website in order to maximize business goals.
