One of the first things an online marketer at an asset manager will need to set up is a proper measurement of how its various digital assets perform. In addition to transactional websites and apps, the most important customer-facing digital asset is probably its corporate website.
A global asset manager has a sprawling presence online. Its corporate site typically covers a number of regions and countries, and presents different information based on how customers self identify, e.g. institutional clients versus retail, some would further segment their customers into groups such as charities and intermediaries.
So what is the best way to structure your Google Analytics account so that data can be captured that gives you the level of granularity necessary for easy reporting?
1. The first thing I would do is to look at how many combinations of regions, languages, or business units are offered on your site. And then think about whether you would want to analyze traffic data based on regions/countries, business units, or languages. For example, would a business unit in a certain country want to see how its part of the corporate website is performing? If the answer is yes, then those are the dimensions through which you will want to track.
The thing to remember here is how Google Analytics is set up. Under every email-linked account, you can set up: Account (max 100), Property (max 50 per Account), and View (max 25 per Property).
Ideally, from my experience, it’s best to have each digital asset own its Account. For example, every individual website, app, should have its unique tracking code. Under Account, each one of these combinations of region/business segment/language (should you want to add this dimension as well), should have its own Property, which is typically a subset of the Account.
It is a bit of a hassle to put in individual tracking codes into each one of the pages. It’s probably the easiest to sum up all the information in an Excel spreadsheet and pass it along to your tech team. I like to use Belgium as an example as it has multiple languages which will present the maximum level of complexity.
If you only track the overall site as a Property, and configure the individual regions/business unit as a View, then it’s very likely that you will run out of the 25 View limit quickly.
2. If there are less than 25 specific combinations of View that you are interested in tracking within a specific Property, then it’s sufficient to just configure it using the Filter functionality in View itself.
In the example below, I’m setting up a Filter to see the traffic to the English language part of the sub-site that receives visitors to the Belgian Institutional portion of the overall site. This is assuming that the Belgium Institutional part of the site has its own Property and tracking codes defined. If the region and business unit is yet defined, then the Filter might need to outline a more specific URL path such as BE/INST/EN.