Site Changes? Tag With Care for Better Measurement
It isn't enough to place a basic tag on every site page and assume it will provide the required data.
It isn't enough to place a basic tag on every site page and assume it will provide the required data.
Many of my previous columns have focused on identifying desired behaviors, setting site goals, then determining and acting on opportunities to improve performance. Goals must be set and action taken, but be sure the site is configured to provide accurate data based on those goals.
It often isn’t enough to place a basic standard tag on every site page and assume it will provide the required data.
With all the pressure on budgets and resources, it’s unacceptable to roll out a new site or site changes that can’t be tracked effectively. And you don’t want to be the one to tell higher-ups you don’t know how the new site or site changes are doing since the tags weren’t placed correctly.
A number of people must work together on any site initiative:
The tool specialist and analyst together should document exactly how the tags will be added to the page and ensure they’re in a clear format for the development team.
Once the tags have been placed, developers work with the tool specialist and analyst to make sure the data is coming through to the analytics tool as desired and expected. The testing process is crucial.
Often this process starts as a one-off but over time becomes easier to formalize. Make it part of the way all site changes are made. This will help greatly reduce instances of site changes falling through the cracks, and you wont have to be the one to say, “We don’t know,” when the GM asks how the new site is performing and if it was worth the seven figures spent on it.