Measurement Planning: Evaluating business goals and KPIs to credit either a micro or macro conversion.
Marketers and Dev stakeholders don’t have a mutual language when they work together with Analytics. Fortunately, if you learn google analytics and begin to implement a solid measuring plan — this should lower risk — which should lower your blood pressure. It’s a tool that benefits the marketing team the most and it’s almost a paradox for most developers. They’re going to do what you tell them and it has to be right the first time around.
Enter: Learn Google Analytics Measurement
What is website traffic analysis? There’s many different custom dimensions and metrics that are associated with every single action that happens onsite. Particularly sites that have Google Analytics installed on them and many of these features are automatically tracked. Clicks, Ecommerces, and Custom Dimensions are a few that are not and require different levels of manipulations. The most popular is “event tracking” allowing the measuring of users who are interacting with different elements of your website.
Elements are a broad technical term that the marketing team needs to be aware when you learn Google Analytics. Because an element can contain something that is generated by your site, contain a set of links and feature event form elements. It's bastardization of the development process, but we're only concerned about what happens around Analytics (IT will never have a soft spot for you). Learning Google Analytics shouldn’t be intimidating when a marketing person applies their mind working backwards from a website structure.
Usually, you already know what goals and KPIs that should be tracked — this part is easy for most marketing types — well, for analytics it’s a little different. Learn Google Analytics with specific conversion types.
Micro Conversion: Any action that nudges a user into a funnel that sometimes is attributed to one or more macro conversions and credits a deliberate outcome that's a step in a funnel.
These types of conversions are clicking on social buttons, viewing products, and many many more. It’s often hard to credit everything that happens onsite and it should be noted: Micro conversion can also be macro conversion depending on the website's goals and KPIs.
Macro Conversion: Show me the money. Ok — this's biased to non-ecommerce sites, but it's the most (one or many) important outcome that should be tracked inside of Analytics.
These are the most important business goals that are going to happen on a website. At the very minimum you know these metric from various different touch points that connect into every site. It's what you care about and always what your boss cares about. This should also be a goal and can help with reporting to measure website traffic throughout different channel layers.
Putting it All Together
There should be a running short-list of what all the micro conversions look like for your website. These are going to be placed into a spreadsheet that you want to track and report on along with the major macro KPIs. When you have your list of micro and macro KPIs you have to evaluate what type of element should be processed. Click, Link, and Backend thing you need you developer for and so on. The next step is installing Google Tag Manager and you can learn google analytics procedures and its implementation.
Website analysis is going to be hard and using events that filter in micro and macro conversions will help simplify your reporting.