This document discusses Google Analytics measurement behind the scenes. It begins with an introduction and then discusses phases of collecting data, wanted behavior, shaping behavior, strategic insight, modeling, and data. Various challenges are presented, such as clients tracking data in separate accounts or having different KPIs for departments. Solutions involve cross-domain tracking, standardizing KPIs, and implementing events as micro and macro conversions. Specific implementations are discussed for clients Partena and CM/MC. The document concludes discussing data overload, modeling, intelligence, and actions.
27. Challenges
1. Key clients who track all data in separate accounts
2. Key clients who have different KPI’s for different departments
3. Key clients who want to register micro / macro conversions
29. Solutions
1. Concept for cross domain tracking with multiple accounts
2. Concept for standardization of KPI’s
3. Concept for the streamlined implementation of events as micro /
macro conversions using action sets
31. GO ONE!
• Challenge: clients who track all data in separate accounts
• Solution: cross domain tracking with multiple accounts
• Implementation @ Partena (next slide)
32. GO ONE!
• Implementation: 1 account / 1 webproperty
33. GO ONE!
• Implementation: cross domain tracking code for old and
new integrated Go One! account
34. GO ONE!
• Implementation: organizing profiles (low involvement)
• SCAN: f.i. thematic sites / pages that attract & build awareness
• FOCUS: f.i. informative sites / pages that orientate
• BEHAVE: f.i. conversion pages / sites that generate leads
36. KPI Standards
• Challenge: key clients who have different KPI’s for different
departements
• Solution: standardization of KPI’s by means of engagement
• Implementation @ CM/MC (next slide)