01.
Introduction
Measurement planning is the process of auditing a website to determine what data will be collected, tracked through methods available in platform. Common issues we encounter usually revolve around out of the box solutions or the hangover of a previous installation. Our measurement planning starts by asking: What are the business goals? How do we measure success against them? How to we segment users into audiences?
Once conversion points and metrics are aligned, the next step is defining the data that is available. This usually requires us to understand how much development support is available and what the risks are to this deployment. Within this step of the process, there are usually multiple stakeholders to work with so it is valuable to get teams aligned.
Once in alignment, completing a GA and GTM audits will uncover any opportunities in these platforms. The next step often involves configuring Google Analytics and Google Tag Manager to start passing through the new data. The idea is to use the data to pass through meaningful insights without collecting ‘noise’. Ensuring that each data point will be used or will have some part of building an audience.
In addition, a strong measurement framework provides consistency across the internal client teams. Measurement planning connects strategy with execution, ensuring actionable insights can be used across all marketing channels. This allows businesses to track progress, refine campaigns and drive sustainable growth over time.
Collecting all the data can be as bad as collecting none! Ensuring you have data that will provide actionable insights is key to understanding your different audience cohorts.
02.
Measurement Planning Deliverables
Measurement Planning
Having a detailed measurement framework ensures your analytics setup captures the data that truly matters to your business. Our Measurement Planning service is designed to map out the events and parameters that provide meaningful insights, helping you move beyond surface-level reporting.
A Google Sheets document is used to break down all events currently deployed across your website. Alongside this, we document recommended future events that align with your business goals, from key conversions to user behaviour. To add further value, each event includes additional parameters mapped to capture deeper context to your data. This ensures reporting goes beyond the basics and supports more precise decision making.
The benefits are straightforward: you gain a structured, transparent view of your tracking setup, paired with a plan to extend this out further. This makes your reporting more actionable and empowers both marketing and product teams. With this framework in place, your analytics becomes a true driver of business growth.
03.
Common Measurement Planning Questions
The minimum amount of access that we would need is read access to Google Analytics. If possible having access to Google Tag Manager would provide an insight into the data that is available to pass into Google Analytics. Essentially, the more access that we have the more complete the measurement framework will be.
This is the biggest opportunity to build out better understanding for your audience. The measurement framework will help unlock more depth to the data that is being passed back into reporting platforms.
One of the biggest things we have seen is that clients are unaware of how powerful Google Analytics can be. We have run multiple training sessions with clients to help users get the most out of the data and platform. Remembering that the end game is to improve how you can make data driven decisions for your marketing.
Unfortunately this question has many variables and variations. Honestly, with some projects we have completed a measurement plan to deployment in under 2 months, some clients have breached over 6+ months. This is usually down to the number of stakeholders that are involved. Usually the bigger or more central the data is, the slower the change is. We do have some methods to get around this, often making smaller quicker deployments for the more important tracking elements within the website.
04.
Our Client Experience
Discover the diverse range of clients who trust us to drive their success, from ambitious startups to established enterprises, across a variety of industries and sectors.
05.
Let’s talk about your business
Ready to find your One Percents and start making a change to your business? Whether you’re looking for expert advice, a custom strategy, or just want to explore how we can help, we’d love to hear from you.
06.
Recent Articles and Guides
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