We believe that effective Web analytics requires both the right big-picture strategy and a focus on the important details. The strategic part starts with making sure your online operations and analytics programs are aligned to core business objectives.
The details are more about specific implementation steps for your analytics software and page tagging. In fact, page tagging may be the most important and powerful detail in ensuring your Web analytics approach pays off with tangible value. The following five best practices reflect our successful experience and proven approach to managing the common risks and issues associated with page tagging.
1. Plan carefully and thoroughly.
“Well begun is half done.” That old chestnut certainly applies to developing a page tagging plan.
In fact, insufficient planning may be the most common and damaging mistake that companies make in tagging. A good plan means everyone understands the immediate goals of tracking – from measuring raw traffic and open rates, to tracking conversions, to making real-time refinements to campaigns based on user behaviors and reactions to offers and content.
Further, it should be clear how different data sets support big-picture goals and why certain pages or sections of a site have unique design and business objectives. For example, some content areas or applications on your site likely merit custom tracking attributes and more granular data collection because of their importance to your core mission.