19th October 2016
Once you are confident in the integrity of your website data, a customised measurement plan and Google Analytics implementation provides clear and reliable performance reporting. This in turn provides the basis for extracting valuable insight from the data and acting on it, resulting in more effective use of your marketing spend.
The creation of a measurement plan and strategy is a fundamental step in our planning and setup phase. It translates your broad business goals into measureable metrics.
Not only does it provide the roadmap for a custom configuration of Google Analytics, but also gives direction to your digital marketing strategy in general.
By involving key stakeholders in your business, we ensure that the measurement plan truly captures what it is you are all aiming to achieve with your digital marketing activity.
The measurement plan also contains the solution design reference – a detailed record of the tracking configuration required.
A completed measurement strategy, therefore, not only provides a plan to guide activity but also a framework against which to deliver clear reporting that highlights the true value of your marketing spend.
Once the measurement plan has been defined and agreed upon, we implement the advanced tracking configuration required. Our track record of designing advanced, bespoke tracking configurations is excellent. This means your custom implementation of Google Analytics will be verified and robust, using Google Tag Manager as our preferred solution.
Each business has a unique set of objectives and KPIs to work towards, track and report on. More often than not, the tracking of these KPIs is not part of the standard implementation of Google Analytics or any other analytics platform, so some customisation is required.
Your tracking can be as simple or as sophisticated as your business needs it to be. We strive for a lean yet effective setup that reliably tracks all of the key metrics that matter to your business. This provides you with the data needed to address key business issues and provide your digital teams with direction.
The custom implementation will often be combined with a migration to Google Tag Manager (GTM) and upgrade to Universal Analytics (UA), if this is required.
Maintaining all of your tracking through the code of your website can cause problems. It can be a drain on IT resources and delay your important marketing initiatives.
Google Tag Manager allows you to avoid these common pitfalls. It provides a secure and intuitive online interface from which you can easily manage your tracking. Most importantly, it provides your marketing team with the agility it needs to launch and track successful campaigns.
We understand how important efficiency and security are to your business, which is why we use Google Tag Manager.
We’re incredibly proud to be Google Tag Manager Certified Partners. Our partnership status means we know Google Tag Manager inside out and will share our knowledge with you. You will have a streamlined setup informed by your business KPIs, providing the flexibility you need.
If your website is not using the latest version of Google Analytics – Universal Analytics – you are missing out on advanced features, such as cross-device tracking and much more.
Universal Analytics unlocks a host of new functionality and reports, and provides more accurate data. More reliable data means stronger actionable insight, and more effective business decisions.
When migrating your site to Universal Analytics, we run the old and new implementations in parallel to ensure a seamless transition and no loss of data. We will identify and fix any potential issues with the new tracking implementation, and run you through the new features and reports to answer any questions you have.
"These guys really know their stuff, and are a delight to work with. While they cover a broad range of digital expertise across their business (and can fill gaps wherever you need them to), their depth of knowledge within each vertical is rare. From a GA perspective, they have completely rebuilt our account and made improvements to our GTM implementation that has enabled us to garner much more meaningful insights across our business. Best agency I’ve ever worked with, hands-down."
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