If you don’t know where you are going you’ll end up somewhere else. – Yogi Berra
It doesn’t matter if you are setting up a new Google Analytics account, or taking one over – it’s important to make sure everything is set up correctly from the beginning.
During the hustle and bustle of the holidays, we know everyone is crunched for time. We created a checklist to help any digital marketing professional quickly set up a Google Analytics account without missing any vital steps.
This isn’t meant to be an exhaustive checklist of everything that can be done in Google Analytics, but it should give you a rundown of the basics. These are steps that every business needs to take in order to set up an account.
There is one important step you need to take before checking items off the list. Review and define the business goals of your website. They may seem obvious; but it’s better to be safe than sorry.
Define What Kind of Site You Have
- A lead generation site has a goal of collecting user information for the sales team to follow up on.
- An ecommerce site is all about selling immediately.
- A content publisher site, such as Huffington Post, wants people to both engage by commenting on stories and return again and again to read new content.
- A support site wants to ensure that users can quickly and easily find the information they need.
- Branding sites are all about gaining awareness and loyalty.
Most sites are a combination of two or three of those goals. However, it could be argued that Amazon is all of these things, but some may say the main two drivers of the site are ecommerce and branding. Defining what the top business drivers are before creating a Google Analytics account will help inform you about what kind of campaign goals to set up and the kind of data to follow.
Now that you’ve defined the high level goals, it’s time to set-up or review your new account!
Step-by-Step Checklist to Set Up a Google Analytics Account
Sign up for Google Analytics. If you don’t already have a Gmail account you’ll need to create one now.
Check the code. You can do this in Google Analytics, but if you have a complex site, it might be a good idea to use something that will monitor and alert you to broken links.
Set up your Goals. There are four types of goals.
- Destination: A goal that tracks a specific landing page such as a campaign landing page
- Duration: A goal that tracks minutes spent on a specific page.
- Pages Screens Per Session: A goal can be set up to track when a user views multiple pages in a single session.
- Event Action: A goal is set to track when an event, such as a video being viewed or an ad is clicked, occurs.
Set up your data view. Google sets up a standard view for every account when it’s created. You can create your own specific view(s) in order to quickly review the most important data on your site. This is also a good time to set up custom email reports. Email reports are a great way to keep track of what is happening on your site.
Connect, set up or review your Google Adwords account, if you have it. If you have a paid search vendor running SEM for your business, you can ask them to assist you in this process if they use the Google AdWords platform.
The beauty of Google Analytics for the digital marketer is that there are so many ways to track information. We hope this post helps speed the process up for you. If you like posts like this, check out the Opportunity Max Digital Marketing Checklist.
Is there a universal step in the checklist that you think is missing? If so, comment below and let us know.