Goal: The business goal, e.g. “To drive more online sales and less in-store sales”
KPI : the performance indicator linked to the objective, e.g. “Ecommerce Transactions, Physical Store Appointment Bookings”
Segment: the audience segment, if the site has multiple audience segments and the objective is dedicated to only one of them, e.g. “Trail runner”
Priority: The perceived priority for this goal
Difficulty: An estimate of the technical difficulty malaysia number whatsapp of making the measurement
Before this meeting I always perform an audit of the existing Google Analytics and Google Tag Manager configuration , so that I have a breakdown of the work that has already been done in the past.
Are there any standard templates for creating a measurement plan?
There are many templates available online, in the form of an Excel sheet, which help with filling out the form, for example:
HOP Measurement Plan
Crazy Egg Measurement Plan
Or Avinash's guide on how to create one
Personally, I recommend taking them as inspiration and creating a version that best fits the workflow of your company or agency.
What is your process for building a measurement plan?
The process for building a measurement plan is divided into an initial interview phase with stakeholders where questions such as:
Why does the website exist?
What are the goals we want to achieve through the website?
Who are the targets? What are their customer journeys?
Once you have the answers to these questions, you can translate them into metrics and dimensions or data sources to draw from. Through this process, you will realize that, in order to monitor the goals you set, you may need data sources that come from outside your website , such as Facebook Ads or an Excel sheet containing contact data or returned orders.