Google Analytics Audit

Is your Google Analytics helping you improve your marketing?

A proper measurement foundation is crucial to collecting the right data that leads to data-informed decisions.

It starts with a Measurement Plan and a customized Google Analytics implementation.

How I can help you ...

The Google Analytics Audit covers the first two steps in the SMART Framework:

Strategy
&
Measurement

5-Step SMART Framework

Strategy

Measurement

Analysis

Reporting

Testing

Measurement is most effective when it is intentional.

So we have to customize measurement for YOUR business.

In the STRATEGY step we do this by first documenting a Measurement Plan that tells us WHAT you need to measure and HOW to measure it.

We use two simple frameworks to achieve this.

We use the QIA framework to determine:

The Questions we need to answer (“Results” and “How“)
The Information needed to answer the questions
The Actions to take based on the answers to the questions.

We will also use the ACT framework to track specific steps in the visitor journey:

Awareness
Consideration
Transaction

We also define your key business metrics and set monthly targets so we can track performance over time.

And we map out a UTM Campaign tag strategy to correctly identify the traffic sources sending visitors to your website from links shared in emails, social networks, etc.

Awareness

Consideration

Transaction

Once we have documented a simple measurement plan we review your Google Analytics (GA) implementation.

The GA implementation is the foundation that all your reporting and analysis is based on.

If the data being collected is garbage, then your “insights” will be too.

The Measurement Plan is the “map” we use to verify that your GA implementation is correct and customized for YOUR business.

The verification of your Google Analytics setup comes in the form of a comprehensive Audit.

The Google Analytics Audit will focus on:

COMPLETENESS: Making sure you’re tracking the information documented in the Measurement Plan

QUALITY: Verifying the data you’re measuring is useful.

Your GA setup has to include the custom events defined in the Measurement Plan.

And you need to be using UTM Campaign tags to accurately track campaign traffic to your site from sources such as Email and Social Networks.

DELIVERABLES:

You get an Audit Summary Document with my findings and prioritized recommendations for what needs to fixed, added, deleted, etc.

We review the Audit Summary Document in a video call.
I implement the necessary updates noted in the Audit Recommendations.

TRANSFORMATION:

Before creating a measurement plan and conducting a measurement audit you may feel overwhelmed by data.

You may not trust your data.

You may be frustrated because your data is NOT helping you improve your marketing.

AFTER building a simple measurement plan and fixing your Google Analytics setup you can be confident that you have a solid measurement foundation in place.

A foundation consisting of a measurement “roadmap” that documents what to measure and how to measure it.

And that informs your Google Analytics setup to ensure the data being collected is important to the success of YOUR business.

Data that will help you know what’s working on your website and in your marketing.

And help you see where problems exist that need to be fixed.