GOOGLE ANALYTICS CONSULTING

 Overview

Out of the box, Google Analytics will track basic metrics about your website performance like Visits, Page Views, Traffic Sources, etc.  However, you may find yourself asking questions that are not answered in the default reports provided by Google.

What many people do not realize is that Google Analytics c an be customized to be much more powerful than what is provided out of the box.  In fact, Google Analytics is capable of delivering deeper insights into visitor segmentation, event tracking and e-commerce on par with the best paid web anal ytics platforms.

MaassMedia specializes in custom Google Analytics implementations that helps organizations like yours get more value out of their web analytics data and all of our implementations specialists are Google Analytics Qualified. 

 Why Customize?

Having an expert like MaassMedia customize your Google Analytics implementation will ensure the data captured and reported is user-friendly, accurate, consistent, relevant and actionable.  Furthermore, Google Analytics should be customized to your specific needs to allow you to track website features, user interactions and e-marketing activities you won't be able to track with just the basic code and functionality provided when you first open a GA account.

Below are examples of some website features that will require customization in order to track them properly with Google Analytics:

• Members vs. non-members (if you have a user registration option)
• E-commerce transactions (if you sell online)
• E-marketing campaign ID tags (if you do any paid search, display or email marketing)
• Flash, Ajax and JavaScript navigation
• Actions and events that are not standard page views
• Tracking across multiple domains or subdomains
• Gadgets, widgets and iFrames
• Vanity URLs and redirects
• Form field information
• Goals and funnels
• On site search
• Brand engagement
• Channel segmentation

If your Google Analytics implementation is not customized, you won't be able to measure or report on the above.

Analytics Implementation Methodology (AIM)

To provide the most effective, most appropriate Google Analytics implementation for your organization's needs and deliver value to you quickly, MaassMedia's qualified Google Analytics implementation specialists combine years of hands-on experience with our Analytics Implementation Methodology.

Step 1 - Capabilities Assessment

Most of our web analytics implementations start with a capabilities assessment where, drawing upon our e-marketing and web analytics expertise, we evaluate your organization's current use of Google Analytics to help you take it to the next level.  The assessment bridges the gap between your business objectives, internet marketing initiatives and marketing technologies.

Step 2 - Implementation

A good Google Analytics implementation is more than just placing tags on a website.  It involves in-depth marketing and business strategy, as well as specific technical knowledge, methods and processes.  This is the step where we take the business requirements captured in the assessment phase, translate them into technical requirements and design a custom-tailored solution just for your site.  We then help your IT resources deploy and test the tracking code we developed to make sure the data is being collected as designed. 

Step 3 - Reporting

As the complexity of marketing across multiple channels increases, many marketers struggle to understand and communicate this data in a way that is useful, intuitive, compelling and insightful.  In this step we determine the purpose of your reports, establish the audience for them and identify the most important KPIs to communicate given your objectives.  Then we create profiles, advanced segments and custom reports both within Google Analytics and using Excel to deliver the information to you in the most effective way possible.