A good friend of mine, Daniel Waisberg, and I were discussing how organisations are reluctant to invest in their Google Analytics setup – be it implementation, training & education or insights/consultancy. Our conclusion was, that is difficult to get even the richest of companies to invest in a product that is free. The perception is that everything else that is required to make it “work” i.e. all of the above, should also be free.
Of course the new GA Premium product changes this a great deal – though that is very much aimed at large enterprises i.e. Fortune 500 types. That group aside, why is it an organisation will pay tens of thousands of pounds on a CMS platform or CRM solution, but fail to see the opportunities of investing a similar amount (or less!) in their web analytics?
As I wrote in an article last year, the hard part of web analytics is gaining insights form your reports when all you have is the basic setup. You must go beyond the basics if you wish your measurements to actually impact your business.
With this in mind, I asked Daniel to write a guest post on what it takes to get your GA implementation up to the next level. Below is a 10-point check list he recommends for both beginners and advanced users.