[No.3] Why your marketing team needs a GA4 measurement plan & how to build it [step-by-step guide]

As a CMO, you want to lead a team that takes data-informed decisions.

But the naked truth is that even if your marketing team is keen on data, there are a couple of variables that might interfere between their willingness to take customer-centric decisions and actually doing it.

One big killer is the lack of a data measurement plan, which applies to any data collection tool: Google Analytics, Piwik Pro, Piano, Adobe, Amplitude, Hubspot, Marketo, you name it.

A data measurement plan informs all stakeholders on:

• what is tracked
• how is tracked
• and where?

Just think of how many times people in your team asked each other:

• Do we track the “x” metric?
• How is this tracked?
• How is this conversion labelled in GA4?
• Is this metric reliable?
• Is it an event? A custom dimension? A conversion? Where should I look for it?
• If I change “x” on the website, will any data tracking setup be impacted??

And it’s not only the time invested in back-and-forths.

But, without a data measurement plan, aka strategic tracking documentation, your team is en route to a monthly cumulative decay in data accuracy and decision quality.

They all feel it and know it.

Because data doesn’t make sense anyway, so why would they try to invest energy eventually being guided in the wrong direction anyway.

Now the question is:

— Who should lead this project??

— It depends on the company.

Ideally is built by the data analyst together with the data tracking engineer.

Other times is built by a marketer and a developer.

But I believe it should be led by the one who is responsible for the data tracking efforts. (if no one is in charge of data efforts, it might be the right time to assign someone)

Just think who that person would be in your team/company and send them over the step-by-step guide I wrote here: Why your marketing team needs a GA4 measurement plan & how to build it [step-by-step guide].

It comes with a very clean, simple and clear measurement plan template that anyone can borrow and adjust for your and any business needs.

Here’s a sneak peek of what you’re about to discover along the way:

• How to set your Measurement Plan to track for valuable insights?
• How to determine exactly what a Measurement Plan needs to include
• How to guarantee your Measurement Plan’s efficiency?