Analytics Talk

The Two Types of Google Analytics Configuration

September 12, 2006 by Justin Cutroni

Last week I wrote a rather quick post about configuring Google Analytics correctly. I just want people to have good data for their analysis. You shouldn’t be questioning the accuracy of your data every time you pull up a report.

After a nice comment from Avinash, I began to think that there was more to my post than I realized. What are the major challenges people face when setting up Google Analytics? I guess it’s time for me to share some of my experience.

I feel that there are two types of configuration for Google Analytics:

• Technical configuration: This process involves setting up the tracking code correctly, configuring the profile, getting all your RegEx correct, etc.

• Functional configuration: The functional configuration is a process where we make sure Google Analytics is supplying the data needed to make business decisions

Some may argue that this is all just ‘configuration’, but I disagree. Any programmer can get you a regular expression, but can they help you cross segment your CPC traffic using GA? It takes knowledge of the tool and the business.

I’m going to devote a complete post to each of these topics. First I’ll cover the technical configuration with a post titled Top Google Analytics Configuration Mistakes. Then I’ll address the functional configuration with a post titled How to Configure Google Analytics for Business Success.

Got any suggestions? Think I’m crazy? Leave a comment :)

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