Drafting an Analytics Measurement Plan for Your Website

Crystal DeCnodderBlog, Website Analytics


An Argument for Creating an Analytics Measurement Plan for Your Website

When you first set out to build your website, you may spend a lot of time considering the fonts, photos, written content and resources the public will interact with on your website, but neglect the time to think about the data your website should track.

If you’ve set up Google Analytics on your website, you know that it’s tracking information such as page views, bounce rates and where your traffic flow is coming from. At first this might seem like it’s enough, but as your website scales and your traffic increases, you may want to track more advanced information such as page events, goals or custom dimensions.

Google Analytics explains goals as a completed activity, such as a conversion, that contributes to the success of your business. Some examples include making a purchase or submitting a contact form.

Custom dimensions and metrics allow you to combine your Google Analytics data with non-Analytics data, for example information you may capture from your C.R.M.

As time goes on, you may find you have too many goals or dimensions to track. And because there are all kinds of goals or dimensions you can create for your website traffic, you may find that you lose track or completely forget what it was you were trying to track in the first place.

A healthy website gets thousands of page views and events and tracking this information along with your naming conventions in your mind (which likely made sense when you launched the campaign but seems obscure 6 months later) is no way to organize it.

An analytics measurement plan will help you keep track.

An analytics measurement plan is especially important for larger organizations that may have multiple individuals working on your website, or tapping into Google Analytics to track and monitor social media marketing campaigns and digital marketing initiatives. The measurement plan also helps as new team members join the organization and assume web or marketing responsibilities that may have been turned over.

If you want to learn more about Google Analytics and Measurement Plans, I’d encourage you to check this video out and follow the Google Analytics Youtube channel for more great resources.

What does a Website Analytics Measurement Plan Include?

Your measurement plan is an editable document that describes the information you are tracking, what your custom dimensions really mean, and how your goals are defined. The document helps you keep track of the metrics you’d like to track, what you’re already capturing and of course what your data actually means.

Components of an Analytics Measurement Plan

The graphic below identifies the most common components of an analytics measurement plan but depending on your business and your objectives, you may create more fields.


As with most things, the more proactive and planned something is, the better the process or outcome. Having a thorough understanding of the information you are tracking with a custom analytics measurement plan will help you with planning, monitoring and reporting for your best ongoing marketing results.

Over to you.
Have you created your own custom, analytics measurement plan? If so, what did you include within it?
Leave your answers in the comments section.

About the Author

Crystal DeCnodder

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Crystal DeCnodder is a keynote speaker, social media, and digital marketing expert and is a partner at Full Blast Creative, a creative digital marketing and web design agency in Calgary, Alberta. When Crystal is AFK, she enjoys skateboarding, guitar, travel, and time with family and friends.