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Analytics and Tracking Checklist

This checklist guides you through setting up comprehensive analytics and tracking systems to measure marketing performance. Follow these steps in order to establish accurate measurement and reporting infrastructure.

Phase 1: Foundation Setup​

Analytics Platform Configuration​

  • Set Up Google Analytics - Install and configure essential analytics platforms:

    • Google Analytics
    • Google Tag Manager
    • Remarketing pixels
    • Google Analytics 4 enabled

  • Configure Conversion Goals - Set up tracking for all key website conversions:

    • Contact form completions
    • Scheduled tours/appointments
    • Phone calls
    • Chat engagement
    • Sign-ups/registrations
    • Email newsletter subscribers

  • Set Up UTM Parameter Tracking - Establish UTM parameter usage for all external links. See UTM Usage SOP for guidelines and resources.

  • Add UTM Parameters to Existing Links - Audit and update all external links (email newsletters, ad campaigns, Google My Business, etc.) to include UTM parameters for accurate source tracking.

Phase 2: Data Quality & Validation​

Ensure Accurate Data Collection​

  • Check for Bot Traffic - Monitor analytics to ensure no significant bot or spam traffic is impacting data accuracy. Review traffic sources and user behavior patterns regularly.

  • Validate Conversion Rates - Monitor and evaluate website conversion rates against industry benchmarks. General rule: around 5% for opt-ins/subscriptions/purchases, but refer to industry benchmarks where available.

Phase 3: KPI Strategy & Dashboard Setup​

Establish Measurement Framework​

  • Establish Top 5 KPIs - Identify and focus on the five most critical performance indicators. Common examples:

    • Cost per lead
    • Cost per acquisition
    • Number of leads
    • Revenue
    • Marketing costs as a % of revenue

  • Customize KPI Dashboard - Select and customize the appropriate KPI dashboard template to suit your business needs. Choose from:

  • Set Up KPI Document - Create shared KPI tracking document and establish regular update schedule. Update metrics consistently to track performance over time.

Phase 4: Reporting & Analysis​

Create Ongoing Reporting Processes​

  • Create Analytics Report Framework - Establish process for generating comprehensive website analytics reports. Track:

    • Traffic broken down by source (Organic, Direct, Referral, Email, Social, Ads, etc.)
    • Traffic to key product/service pages
    • Conversions broken down by source
    • Organic traffic breakdown (behavior, top landing pages, conversions)
    • Ads traffic breakdown
    • Blog content performance
    • Referral sources
    • On-site behavior by source (time on page, bounce rate, pages per session)
    • Campaign performance (using UTM parameters)

  • Calculate Allowable CPA - Determine allowable Cost Per Acquisition based on business model and margins. See Allowable CPA Reference for spreadsheet tool.

Reference Documents​