Learn Measurement Planning: Measurement Process

Welcome to the 3rd video in a 9 part mini-series to measurement planning.

As we know there’s many methods to approach Google Analytics and every website needs to 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?
  • 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.

Measurement Process

The key here is defining the tracking objectives as the starting point. Let’s quickly define 2 sets of measurement objectives: A content publishing website and an ecommerce site.

Content Publisher Measurement Objectives

  • Which posts are seeing the most visitors?
  • Where does traffic coming from?
  • What devices are users on?
  • How long do they spend on my site?
  • When do users leave my site?

Ecommerce Measurement Objectives

  • What is my conversion rate?
  • How many transactions do I have per channel?
  • Which region generates the most revenue?
  • Where am I seeing less success?
  • When do customers buy?

These 2 measurement cases will require us to explore further in the training with additional resources, examples and of course, screenshots!

Now, let’s understand how Google Analytics works fundamentally. It’s a piece of javascript that tracks browser activities on your website. There are 4 critical stages inside the measurement process that we’re going to dive into as we progress in this training.

Reporting: How Google Analytics packages the data to empower decision-makers.

Analysis: Applying measurement objectives to find the proper reports, charts, and metrics to produce answers.

Testing: Determine if your answers are present during analysis.

Segmentation: Isolate subsets of your data by drilling down into regions, traffic sources, and devices.

Those 4 steps are all going to come naturally after some experience inside of Google Analytics. It’s very binary actually, if try this exercise you’ll have a better understanding in what measurement really is.

Ask yourself, why does your website exist?

Reporting and analysis are the backbone of this thought process.

Then ask, we exist because we write great articles and sale great products.

Testing and segmentation will help your learn Google Analytics.

As you can see why and how are closely correlated during the entire measurement process.

That’s the big secret to learn Google Analytics!

Knowing how to define why and where to find how is the entire mission of this training. Later, we will breaks down into what I define as “Objective Flow” and understanding every single step a user takes. Finally, “Measurement Planning” applies everything you know from the why into the how; how do you report and segment inside of Google Analytics?