Web Analytics Playbook

Play 1: Create a foundation

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.

Checklist:

  • 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?