Mar 27, 2014

Gathering Business Requirements for a Google Analytics Project. A quick Template.

Google Analytics Audit

Every business has unique objectives and data needs. Because of that, a good Web Analytics project should always start with an audit aimed at understanding and gathering these unique business requirements.

Infact, it´s only by capturing the objectives of the website/online business that we will be able to create and implement an effective measurement plan and eventualy take action on data. Using Avinash Kaushik words:
There is one difference between winners and losers when it comes to web analytcs. Winners, well before they think data or tool, have a well structured Digital Marketing & Measurement Model. Losers don´t.
In this post I suggest a simple and quick template that will help you capturing business and technical requirements for a web analytics project. And so being able, later, to develop an implementation plan.  I am in particular thinking about digital analysts/agencies who offer Google Analytics consulting services to their clients.

The following template can be useful when you sit down for the first time with a client (or prospect one), and you know very little or nothing about their business on the web. Of course you should complement this initial audit with:
  1. A visit to the website (do it before meeting the client!): see how it looks, go to product pages, navigate as you were a potential customer. And try to identify yourself their business objectives and potential technical requirements.
  2. A more detailed analysis into their Web Analytics tool (if they are currently using one, and clearly if you have been given access previously). This step will let you audit the type of implementation they currently have and get first a picture of the data.    
Scroll down the form to keep reading.





A couple of notes about the above template, before closing this post:


  • the above questions were formulated with a Google Analytics audit in mind (especially questions about GA implementation features). However, I believe most of them could be replicated for any Web Analytics tool;
  • I created the template using Google Forms, though it is not intended to collect answers (Google Form it is used to create and send surveys for example). I simply used it because I liked the format and I could incorporate it easily in my post;
  • the template could be sent to clients by email, instead of filling it out during a face to face meeting;
  • some of the questions will need more detailed answers than the ones I put on the template. I didn´t leave a blank space in the form, but I encourage you to do it. The more detailed info you can get from the client, the better you will deliver your measurement and implementation plans.


I hope this simple template will be of use in your daily work. Please feel free to share advice, critique or other question you reckon I could add to the template.

Thank you.


38 comments:

  1. A lot of times it's tough to get that "perfect balance" between user friendliness and visual appearance. I must say you've done a very good job with this. Additionally, the blog loads super quick for me on Safari. Superb Blog! digital marketing industry

    ReplyDelete
  2. Hi there, You've done a great job. I’ll definitely digg it and personally recommend to my friends. I'm confident they'll be benefited from this website.google partners singapore

    ReplyDelete
  3. I like what you guys are up too. Such clever work and reporting! Carry on the excellent works guys I have incorporated you guys to my blogroll. I think it will improve the value of my web site :) web design and development singapore

    ReplyDelete
  4. This allows the business owner to price their products and services at the right price. If the overhead cost is not included, it can cause the business to lose money on each sale that they are making.
    loans for bad credit mn

    ReplyDelete
  5. Wow, cool post. I'd like to write like this too - taking time and real hard work to make a great article... but I put things off too much and never seem to get started. Thanks though. אימון עסקי במודיעין

    ReplyDelete
  6. Wow, cool post. I'd like to write like this too - taking time and real hard work to make a great article... but I put things off too much and never seem to get started. Thanks though. אימון עסקי במודיעין

    ReplyDelete
  7. Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I'll be subscribing to your feed and I hope you post again soon. Big thanks for the useful info. אימון עסקי מחיר

    ReplyDelete
  8. Howdy! This post couldn't be written any better! Reading through this post reminds me of my previous room mate! He always kept chatting about this. I will forward this page to him. Fairly certain he will have a good read. Thank you for sharing!
    website design

    ReplyDelete
  9. We are really grateful for your blog post. You will find a lot of approaches after visiting your post. I was exactly searching for. Thanks for such post and please keep it up. Great work. ideas

    ReplyDelete
  10. Generally I do not read article on blogs, but I would like to say that this write-up very forced me to try and do so! Your writing style has been amazed me. Thanks, very nice post. create some suitable content

    ReplyDelete
  11. This is my first time visit here. From the tons of comments on your articles,I guess I am not only one having all the enjoyment right here! recover money lost to binary options

    ReplyDelete
  12. Fast decisions are easily taken, but what matters is smart decisions taken in a short period. It helps to inculcate faster and smarter decision making into business culture of your organization. business

    ReplyDelete
  13. pleasant post, stay aware of this fascinating work. It truly regards realize that this subject is being secured likewise on this site so cheers for setting aside time to talk about this! Online Business

    ReplyDelete
  14. You can have them stroll around the city, stop and talk to other sims, go to sleep so their energy is replaced, and more. brisbane executive portraits

    ReplyDelete
  15. It was wondering if I could use this write-up on my other website, I will link it back to your website though.Great Thanks. corporate headshot photography

    ReplyDelete
  16. A simple bookmarking tool that makes it easy to save, organize and share your favorite web pages. Access your bookmarks from any computer, phone or tablet. Listango works on all modern web browsers… corporate headshots

    ReplyDelete
  17. Natural information and life science studies are intensely reliant on information procurement frameworks and these thus are ending up more discernibly subject to all around planned gathering frameworks best spoken to by database frameworks.data science course in pune

    ReplyDelete
  18. This is a great inspiring article.I am pretty much pleased with your good work.You put really very helpful information... seo marketing

    ReplyDelete
  19. This is my first visit to your web journal! We are a group of volunteers and new activities in the same specialty. Website gave us helpful data to work. ettevõtte sulgemine

    ReplyDelete
  20. Hi there! Nice material, do keep me posted when you post something like this again! I will visit this blog leaps and bounds for more quality posts like it. Thanks... Gestoria en madrid

    ReplyDelete
  21. Not the only one can organizations target spectators economically, rapidly and measurablyFind Article, they can likewise offer shoppers a chance to connect with that organization or brand. ExcelR Digital Marketing Course in Sydney

    ReplyDelete
  22. It is proposed that purchasers and merchants Best Bitcoin Trading online improve the connection by methods for the rehashed buy of value.

    ReplyDelete
  23. you realize your projects stand out of the herd. there may be some thing unique almost them. It appears to me all of them are in truth exceptional! Guest Post

    ReplyDelete
  24. fine website, wherein did u come taking vicinity in the back of the warn regarding this posting? i am favorable i discovered it even though, poorly be checking via now soon to discover out what addendum posts you amplify. Grayvee Journey

    ReplyDelete
  25. This particular is usually apparently essential and moreover outstanding truth along with for sure fair-minded and moreover admittedly useful My business is looking to find in advance designed for this specific useful stuffs… Bolt Posts

    ReplyDelete
  26. Thanks for the blog loaded with so many information. Stopping by your blog helped me to get what I was looking for. PPPR Search

    ReplyDelete
  27. I am happy to find this post Very useful for me, as it contains lot of information. I Always prefer to read The Quality and glad I found this thing in you post. Thanks Bolt Posts

    ReplyDelete
  28. pleasant post, stay aware of this fascinating work. It truly regards realize that this subject is being secured likewise on this site so cheers for setting aside time to talk about this! יחסי ציבור לציירים

    ReplyDelete
  29. AstroWix offers Business Education that furnishes business investigators and related experts with the learning and aptitudes basic to distinguishing business needs and deciding answers for business.
    graduate application

    ReplyDelete
  30. A good blog always comes-up with new and exciting information and while reading I have feel that this blog is really have all those quality that qualify a blog to be a one.  Headshots

    ReplyDelete
  31. The Ghanaian business ladies don't hurriedly hop into any business adventure. payroll services

    ReplyDelete
  32. In this circumstance, you simply need to make a site. Make individuals sign up there to take conveyance of free news messages in their inboxes. make money online

    ReplyDelete
  33. Thank you very much for writing such an interesting article on this topic. This has really made me think and I hope to read more. The Best Bulk SMS Service Provider in Sharjah UAE

    ReplyDelete
  34. I am happy to find this post Very useful for me, as it contains lot of information. I Always prefer to read The Quality and glad I found this thing in you post. Thanks Bolt Posts

    ReplyDelete
  35. Hello I am so delighted I located your blog, I really located you by mistake, while I was watching on google for something else, Anyways I am here now and could just like to say thank for a tremendous post and a all round entertaining website. Please do keep up the great work. reservations.com

    ReplyDelete
  36. Wow! Such an amazing and helpful post this is. I really really love it. It's so good and so awesome. I am just amazed. I hope that you continue to do your work like this in the future also Bitcoin Revolution Review

    ReplyDelete
  37. Attend The PMP Certification From ExcelR. Practical PMP Certification Sessions With Assured Placement Support From Experienced Faculty. ExcelR Offers The PMP Certification.
    ExcelR PMP Certification

    ReplyDelete
  38. A good work-fun balance is definitely needed but once you start running your own business, you know that you have to work 24/7 to keep everything running smoothly and there are tools to help you. Sign up for an online time tracking system and you can easily follow up with your employees and check who showed up for work and who did not. And also they can write shift reports daily so you can exactly see what they are working on. ClockIn Portal is a good online time tracking tool that your company can use. 출장안마

    ReplyDelete