How we go about supporting you with Google Analytics

Required Environment

All of the following elements have to be in place in order that a properly managed measurement environment can be established:

• The website must be registered to a Google Webmaster account and a verification file must be loaded into the website root directory
• A robots.txt file must be created and loaded to the root directory
• A Google XML sitemap must be created and loaded to the root directory. The sitemap must be regularly updated to reflect changes to the website
• Google Analytics tracking code version 2 must be correctly located on each page of the website
• Configuration of Analytics to include conversion goals, ecommerce tracking, filtering and tagging will be implemented as required

If you are a Livebase® user then all the above are automatically built into the system.

Audit & Benchmarking

Before an objective analytics based reporting system can be put in place, it is necessary to carry out an audit of the data that has been gathered over a period of 3 months. The results of the audit enable a benchmark to be created which will form the basis against which all future measurement can be compared.

With an understanding of past performance, a set of Key Performance Indicators (KPI) can be established. These KPIs will become the basis of ongoing management reporting and will help to focus decision making. Detailed level reporting will always be available as required.

The findings of the audit, combined with an understanding of the website objectives, will be used to determine what changes to the website and the current marketing strategy might be beneficial.

Analysis & Reporting

A monthly reporting cycle is adopted unless there are specific marketing initiatives that demand immediate attention. An established method is used when reviewing the data each month and, whilst the reporting requirements will focus on the KPI’s, the analysis will follow trends and deviations from the norm. The objective is not to simply report against the KPI’s but to develop an informed view of exactly what is happening on the website, so that advice and guidance can be offered on change that will improve the business benefits driven by the website.

Without dwelling on the detail, a typical approach to the analysis will segment the available data in many different ways, so by way of example the following types of analysis become possible:

• Which traffic medium produces most goal conversions?
• How bounce rates on key landing pages vary by traffic medium and source?
• How AdWord position influences click through rate?
• Which referral sources deliver most new visitors?
• Are new or returning visitors most likely to convert?

Only when these analyses provide actionable opportunities will the findings be reported. This is intended to avoid wasting management time on reviewing information that provides no immediate benefit.

Please email or call on + 44 (0)20 7100 6010 for more information.