Web analytics playbook

Use these plays to reach your strategic website goals.
Illustration of man pointing to business strategy on a website

Create a foundation

Before starting, be sure to define your mission, goals, and key performance indicators.

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Build a solid foundation for your team by defining your website mission, goals, and key performance indicators (KPIs). Then your team can focus on reporting that matters. Don’t rely on pageviews alone; shift your team’s analytics framework to discover rich and meaningful insights that make a difference.


  • Meet with your stakeholders and website management team to discuss the site’s overarching purpose
  • Define your target audience(s)
  • Define online objectives for your target audience(s)
  • Determine which goals your analytics tool can measure
  • Create KPIs

Key Questions:

  • Who are our users?
  • What are the most important things for our users to achieve?
  • How does our site contribute to the organizational mission?
  • Which KPIs would denote success at-a-glance?
  • Can we capture those KPIs with our tool?
  • How can we capture other important metrics?
  • What can’t this tool tell us?