{How to} create a tracking Plan

jeremie levray

Published in

Growth Marketing Matters

3 min readMay 11, 2018

Tl;dr

Dash boarding tools are powerful but still need a good setup;
Success is based on clear visualization, not showing all data;
Different tools exist depending on personal preferences;
Additional resources how to implement a funnel in GA.

As a marketer, you are always looking for better ways to understand if actions or marketing campaigns are useful or not.

Tracking plan is a tool that presents the business goals and questions you’re trying to address.

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On top of that, each analytics tool comes with many implementation details a lot of teams are not aware of — which can lead to dirty data.

This should not happen with Tracking Plans.

With a tracking plan, you can select which data you want to focus on and what goal you are tracking.

The best tracking tool 🔝

The best tracking tool is the one you’re going to use.

The one that will give you the critical metrics for your business.

You always have the choice:

The principle of these tools is: you use tracking links to implement in a funnel.

You define your funnel according to you objectives and what you want to underline.

BUILD YOUR FUNNEL:

Funnels help us see this process quickly, by giving us a visual representation of the conversion data between each step.

This allows us to:

Determine what steps are causing customer trouble or pain points.
Figure out what language or copy might be altering our customer’s behavior during checkout or crucial steps of your funnel
To be aware of bugs, browser issues, and other technical problem.

We recommend using an AARRR analytics framework.

Acquisition
Activation
Retention
Revenue
Referral

Let’s go 😎

You need to define your funnel according to your objectives and what you want to underline.

Asking questions encourages a more targeted and structured approach to separating meaningful events from the noise.

Tracking the wrong metrics is almost as bad as tracking nothing at all.

Some tips for metrics:

Don’t use totals (That number will always go up. It’s a vanity metric that doesn’t help you day-to-day.)
Choose a time window (Shorter time windows mean you’ll learn faster)
Define a Business goal (something you’re trying to accomplish to improve your business or product)