You need to measure with the purpose of serving your customer better, or someone else will.
Simple metrics such as unique visitors, visits and even referrals tell us very little alone, unless
you can correlate them to a richer data set that better illustrates significant events. Leveraging
web analytics for your brand or organization entails:

• Planning your initial implementation and configuring the system per your site’s requirements

• Assigning resources responsible for implementation, reporting, analysis and maintenance

• Making Key Performance Indicator (KPI) definition part of your planning and marketing process

• Consistently applying tracking codes to all digital marketing campaigns

• Incorporating page tagging of new content and site(s) into your maintenance process

• Ensuring that web analytics report templates and dashboards are part of the planning process

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