Learn Measurement Planning: Defining Micro & Macro Events

Welcome to the 1st video in a 9 part mini-series to measurement planning. There’s an infinite number of methods when approaching Google Analytics and websites big or small often don’t have a plan in place. In 12 minutes of videos you will learn the following topics, receive handouts, and have a constructive approach to measurement.

  1. Defining Micro & Macro Events
  • What user actions do you want to track?
  1. Micro & Macro Explained in 60 Seconds
  • The most important measurement theory.
  • Measurement Process
  • Understand the measurement process.
  • Objective Flow
  • What are the objectives you to know during measurement?
  • Measurement Planning
  • Define a measurement plan and begin to implement it.
  • Reporting Types Videos
  • What types of reports explain your measurement story?
  • Top Landing Pages
  • Examples of custom reports.
  • Building Custom Reports
  • How to build custom reports.
  • Segmentation Types
  • How to drill-down into your measurement results.

Google Analytics Event Planning Template

First we’re going to define how to track measurement before I explain why you’re doing this.

Google Analytics Event Template

Event: Documenting the user action that happens on your website. This is denoted by a click, form submission, transaction, etc.

Google Analytics Elements Template

Elements: Define the HTML objective the user interacts with such as a button, link, form, etc. This will help with implementation later.

Google Analytics Category Template
Category: The "parent" keyword you want to label the user action. For example, Facebook, Twitter, and YouTube icons can all be called: “Social”

Google Analytics Actions Template
Action: The “child” of the category that’s a keyword that’s unique to a single action. In our example it would be Facebook, Twitter, and YouTube falling under the Category of Social.

Google Analytics Label Template
Label: This 3rd value is almost exclusively used to document on which URL the user interaction occurred. We won’t worry about this now, but I use {{ URL }} which is important to Google Tag Manager tracking.

Google Analytics Conversions Template
Conversion: Is the conversion either micro or a macro conversion? Learn more about measurement planning where I discuss micro and macro conversion at length next.

Now that all the explanation is out of the way—we can start recording our own sheet. You can add this Google Sheet into your own drive to start yourself here: https://goo.gl/njKrlM

The most important part about this lesson is learning to document all of your events and identify if it's a micro or macro conversion.

It comes down to that. Becoming familiar if the event is a link click, form submission or anything else, will help you get into the measurement mindset. Documenting Categories and Actions are helpful in the beginning and are very important when tracking link clicks and form submissions.

This process is going to build the correct measurement habits when looking at your website or someone else's.