Analytics

Analytics Implementation Checklist

Decide which questions the data must answer before configuring anything, then track only the events that inform them, verify they fire correctly, and document what each one means.

Web analyst testing event firing triggers and data layer variable consistency in tag management debugger — Verify data layer integrity, event trigger firing, consent mode compliance, and cross-domain tracking.

In order

Start from decisions, not events.
List the questions the business actually asks (which channels produce qualified enquiries, where the form is abandoned, which pages assist conversions) and work back to the minimum tracking that answers them. Implementations built the other way collect everything and answer nothing.
Define events and their properties before implementation, with names that will still make sense in a year.
Inconsistent naming across a site is the most common reason analytics data cannot be aggregated later.
Verify each event fires once, on the real interaction, with the expected properties, on both desktop and mobile.
Conversion events are the ones most often broken and least often checked, because nobody submits the live form after launch.
Then handle the boundaries
- exclude internal traffic
- keep personal data out of URLs and event properties
- respect consent
- document the definition of each metric alongside its implementation so two reports cannot quietly diverge

Covered in Analytics ImplementationConversion Rate Optimisation

Frequently Asked Questions

How Many Events Should We Track?

As few as answer your actual questions. Large event catalogues built to be comprehensive are rarely maintained and produce inconsistent data that nobody trusts enough to act on.

Why Does Our Conversion Count Not Match Reality?

Usually a tracking fault rather than an analytics one: the event fires twice, fires on page load rather than submission, or was verified on a test form and never on the live one.

What Does This Cover?

Decide which questions the data must answer before configuring anything, then track only the events that inform them, verify they fire correctly, and document what each one means.

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Analytics Implementation Checklist

Start from decisions, not events.

Define events and their properties before implementation, with names that will still make sense in a year.

Verify each event fires once, on the real interaction, with the expected properties, on both desktop and mobile.

Then handle the boundaries

Frequently Asked Questions

Where this applies

Related Services

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Apply this to your own situation

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Analytics Implementation Checklist

Start from decisions, not events.

Define events and their properties before implementation, with names that will still make sense in a year.

Verify each event fires once, on the real interaction, with the expected properties, on both desktop and mobile.

Then handle the boundaries

Frequently Asked Questions

Where this applies

Related Services

Read next

Apply this to your own situation