I’ve been rather busy working away on many projects over the last 18 months. Here’s one of them: a global website relaunch with the development organisation Plan International.
Website relaunch: May 2021 – April 2022
In early 2022, Plan International launched a new global website platform.
Keen to ensure full web analytics capability from day one, the organisation commissioned me to provide a comprehensive analytics setup, custom dashboards to surface key reports, plus training, documentation, and support for website stakeholders.
We began working together from the outset of the website project in 2021, scoping the analytics solution and offering expert analytics consultancy from website conception through to build and release.
With a keen interest in international development and education, and being familiar with Plan International’s work, I was excited to be involved with this bold new phase for their online presence. I was able to bring comprehensive analytics experience from similar projects, including complex multi-site setups and training for other major international organisations.
What did we do?
- Requirement gathering questionnaire & interviews with international stakeholders.
- Solution design & detailed configuration checklist for analytics.
- Training sessions on Google Universal Analytics (UA) & Google Tag Manager (GTM).
- Interactive Google Data Studio dashboards for essential website reporting.
- Full setup and testing of UA custom events & goals to track rich website interactions.
- Full integration of user consent options with analytics.
- Analytics usage notes & a complete walkthrough guide for GTM.
- Introduction to Google Analytics 4 (GA4).
What was the outcome?
- Plan International have had high-quality, global reporting in place from website launch, giving them continued access to key insights with no interruption.
- The Data Studio dashboards provide a website performance overview across a few concise report pages. This reduces the need for stakeholders to log in and navigate GA’s interface for basic insights.
- The GTM solution is highly flexible and scalable. This allows Plan International to manage all their analytics and marketing tags across the entire global web platform, or by each country’s individual sub-site as desired.
- We have strong analytics foundations in place following best practice and extensive first-hand experience of analytics for large websites. This gives us a clear path to implement GA4, and make ongoing enhancements and additions to the analytics setup.
In our transition to a new website, Daniel’s experience and insight in Google Analytics has helped us anticipate issues, resolve unexpected roadblocks and quickly understand technical challenges.
Daniel’s expert knowledge also meant he was able to deliver a flexible solution – ready for our transition to Google Analytics 4.
Requirement gathering & training
For a large global organisation like Plan International, it was essential to consider the perspectives and needs of different country teams as well as the central support function. Plan International kindly facilitated our analytics discovery questionnaire and arranged targeted interviews with key stakeholders.
Even with what appeared to be relatively simple analytics requirements, talking these through with different teams was invaluable to validate our design decisions, clarify what was in scope, and keep people informed about what they could ultimately expect on the new web platform.
We also laid some early groundwork by running brief, interactive training sessions in Google Analytics and Google Tag Manager for Plan International’s global support team.
Data Studio dashboard
In large organisations, there are many types of analytics users. Some have detailed expertise and are comfortable with advanced analysis, while others use analytics infrequently, perhaps for annual performance reporting or a snapshot of a big campaign. For users less familiar with the tool, Google Analytics can be daunting. The interface has many different reports and settings: great for expert analysts, but it presents challenges for basic ongoing reporting.
To address this, we decided to create a summary reporting dashboard in Google Data Studio, a free – but powerful – data visualisation tool. Our dashboard pulls in select data from the global web platform, allowing users a quick - almost at-a-glance – summary of website performance. The dashboard can be filtered easily to show data for specific sub-sites or groups of sites, as well as common reporting dimensions like device type, traffic source, and user country. There are further dynamic filters for users wishing to interrogate the data without fully diving into the GA interface.
We produced a dashboard template which we were able to replicate for both the new web platform and the previous platform, giving Plan International the additional option of straightforward historical reporting alongside the new solution.
We identified the key features for website analytics and mapped these to a comprehensive solution design. This included a measurement framework of top-level KPIs - mapped to goals in GA - and supporting KPIs, which could be reported as either custom events or pageviews.
We designed a clear, scalable system of GTM containers to allow us to manage all analytics and marketing tags across the website, at either the global level or per sub-site.
In collaboration with Plan International’s developers, we were able to integrate GTM cleanly with the content management system and provide a CMS field to add additional containers. We also implemented a basic data layer in the website backend to help delineate individual sub-sites in reporting where this was not apparent from the URLs.
With this solid infrastructure in place, we set up all our analytics tracking tags in GTM. These could be updated and tested with ease ahead of the website launch. The tagging setup included custom work to ensure that interactions with all elements of interest are picked up and mapped neatly to GA data.
Cookies & user privacy
Cookies, consent, and user privacy are core considerations for any modern website. Against a backdrop of increasing regulation and public scrutiny on cookies and trackers, Plan International recognised that they needed to implement a fully compliant cookie notice across the website.
Together, we worked with developers to understand the cookie notice technology, test out its features, provide feedback, and ultimately integrate the cookie notice with all analytics tags. This ensures that users are only ever tracked when they actively opt in.
Part of the data privacy work is clear explanation of trackers in the website’s cookie and privacy policies, as well as supporting stakeholders in understanding the rules and logic. We were able to provide analytics guidance for the website policies, along with step-by-step instructions to ensure that Plan International remain compliant as they extend their analytics tracking in future.
Global website launch
Our careful process and clear strategy ensured that we had no major issues come website launch. The analytics tagging was tested thoroughly in pre-live environments, and again several times on the live environment. Once real user data began to flow, we arranged a demo of reports with key Plan International stakeholders, to ensure they could find what they needed and understood the nuances of the setup.
Shortly after the launch, Google announced that Google Analytics 4 would be fully replacing Universal Analytics in July 2023. Our use of GTM, clean, future-proof analytics tagging setup, and clear documentation mean that we can now go ahead and implement GA4 with relative ease compared to many organisations.
Plan International’s work and values align very closely with my own areas of interest: they are exactly the type of organisation I want to help get better insights from their data.
Our analytics work over the last year provides a strong foundation for the challenges and opportunities that lie ahead as Plan International renew and expand their global web presence. I’m thrilled to be part of that journey and relish any opportunity to help make a positive impact in the world, however small my own contribution may be.
Link is Scotland’s leading international education charity, working at all levels to improve education across sub-Saharan Africa.
With projects in Malawi, Uganda, Rwanda, and Ethiopia, Link’s vision is of a world where every child has the right to quality education.
Following a recent website relaunch and with an upcoming Christmas fundraising campaign, Link were keen to improve their data analytics and build the foundations for getting quality insight from their data.
What did we do?
- Complete audit of Google Analytics (GA) and Google Tag Manager (GTM) on Link’s website.
- Set up a range of GA goals and custom events to measure KPIs.
- Support on UTM link tracking for campaign attribution.
- Created interactive dashboards in Google Data Studio.
What was the outcome?
- Link now have a reliable, clean implementation of Google Analytics they can depend on for ongoing analysis and evaluating future campaigns.
- With an enhanced UTM process and a way to integrate CRM data with the website dashboard, Link have a fuller picture of channel attribution and their overall KPIs.
- Data Studio reports will help stakeholders to view crucial data in one place, interacting with and querying the dashboards where needed.
Daniel has been a huge help to us at Link. Having recently launched a new website, we worked with Daniel to audit our digital analytics needs and capabilities.
Daniel was extremely flexible and responsive to our situation. He worked with us to deliver a package of work that was bespoke to our needs, in line with our budgets, and would give us maximum impact for our current situation. He kindly accommodated our tight timelines and always turned work around quickly and efficiently.
As a charity, we really appreciated his expert subject knowledge in our field as well as his clear expertise in analytics and we wouldn’t hesitate to work with him again in the future.
Audit of the analytics setup
A core part of our offering is a comprehensive review of the Google Analytics and Google Tag Manager setup. This also touches on other platforms that can be integrated with GA, such as Google Search Console and Google Ads.
The aim is to ensure that we have a clean, reliable analytics setup, which serves as the foundation for all reporting, analysis, and optimisation work.
We carried out priority fixes and enhancements to the analytics setup, and provided a roadmap for further improvements to Link’s analytics ecosystem.
Custom Google Analytics measurement
Link did not have much in the way of custom tracking in place on their website but needed to be able to evaluate various KPIs. These included key fundraising and interaction points across the website. We also wanted to measure “softer” user engagement, such as CTA button clicks, document downloads, page scrolling, and video plays.
We worked with Link to understand their requirements and gain a deep knowledge of their website. We were then able to translate these into goals and custom events for ongoing reporting in GA.
Campaign links & attribution
Effective analytics is an ongoing process, requiring buy in from various stakeholders to be successful.
A key factor in analytics data quality is the use of UTM parameters for tracking campaign links. These tell Google Analytics through which platforms, campaigns, and marketing channels users reach the website. The responsibility for managing UTM parameters usually lies with marketers or content creators.
We worked with Link to help them understand the best use of UTMs and created a tracked link generator to support them in this continuous process.
Dashboard reports for stakeholders
Google Analytics can be overwhelming and difficult to use for many people, even analysts with specialist knowledge.
Google Data Studio is a business intelligence platform that allows us to create attractive visual reports from data. We can work with many data sources and pull them into a single report. For example, with Link we provided a Google Sheet for them to export CRM data, which is connected to Data Studio and will display reports alongside a suite of Google Analytics data.
Link wanted to help many stakeholders engage more readily with website data. Working closely together to refine the requirements and presentation, we created a high-level report for wider distribution up to board level, and a more detailed report for communications and fundraising stakeholders.
The ultimate purpose of all the analytics setup is to get useful insights from the data, and we hope these dashboards will be a key contributor to Link’s work.
It’s been a pleasure working with Lyndsey and Link Education – particularly satisfying to help support the work an international development organisation with such an admirable vision.
We hope to continue working together and that our analytics groundwork will bring value for months and years to come.
I’m please to announce that, in partnership with my client Blue17, we’ve put together a new case study on web analytics and conversion rate optimisation.
Blue17 provide quality upcycled vintage fashion. Our work together encapsulates many aspects of digital analytics for ecommerce, including tagging, conversion analysis, CRO, and website development.
Blue17 have been selling high-quality, upcycled vintage clothing for over 25 years. With an established physical store in Islington, London, and a developing online business, the time was right to employ a structured and strategic approach to web analytics and conversion rate optimisation (CRO).
What did we do?
- Completed a full analytics audit and improved the setup of Google Analytics, Google Tag Manager, and Google Optimize.
- Analysis of website sales conversion and producing CRO roadmaps.
- Ongoing CRO work in the form of site enhancements and AB/multivariate tests.
What was the outcome?
- Robust analytics and AB testing setup for ongoing website data analysis and optimisation.
- Tactical, granular insight from Google Analytics to pursue an ongoing, well-rounded CRO programme.
- Initial tests have been concluded with promising results, optimising the user experience across product pages, site search, basket page, and checkout.
With Daniel having experience working in the charity sector, non-profits and NGO’s – and with us being in the recycling industry – we felt Daniel would be well equipped to understand our online ecommerce business core values and its development needs.
It’s clear that Daniel has a wealth of experience and insight that is an essential asset to any committed website owner. It’s surprising that many webmasters seem to ignore the requirements for data analytics and CRO prior to website design and SEO campaigns.
In retrospect, we would have benefited greatly through working with Daniel some years ago, with data informing decisions rather than guesswork.
We’re really pleased to have discovered Daniel and we look forward to continuing working with him.
Blue17 sought an expert analytics freelancer with experience in retail and conversion rate optimisation.
Daniel Robertson’s substantial experience in ecommerce, analytics work with businesses large and small, and interest in sustainability made the relationship a natural fit. Blue17 are part of the circular economy and have a recycling ethos at their heart, while providing quality, unique vintage fashion to customers.
Foundations for analytics & optimisation
We were able to get up to speed quickly with the Blue17 business, current challenges, and objectives. Using a structured approach, we spoke with the client to establish the business and ecommerce website background before undertaking a full analytics audit.
Working with developers, we streamlined the analytics tagging setup and made some key updates to Google Analytics. Next, we added a range of new analytics tracking – in the form of custom events and goals – to give us more granular insight into user behaviour and site conversion.
Website analysis & idea generation
Once this was in place and we were collecting reliable data, we performed a site conversion analysis to identify key drop-off points and areas of concern throughout the online shop.
We looked at various site sections, traffic sources, and device types. This insight - allied with years of experience, best practices, and ideas from the business - fed into a CRO roadmap. The roadmap lists targeted site improvements, fixes, and tests: all geared towards improving engagement and conversion.
Conversion rate optimisation via AB tests
Phase 1 of testing – an initial batch of tests across different site areas - yielded some promising initial results. We then re-analysed key areas, including micro-level drop-off through the checkout and key CTA buttons via our new Google Analytics tracking, before moving on with Phase 2 of testing.
Google Optimize allows us to have up to 5 tests or personalisations at any one time. Testing options include AB and more sophisticated multivariate tests (MVT), which allow us to test multiple changes all at once, essentially running several concurrent AB tests on a given page.
Our CRO roadmap aims to approach conversion improvements from many angles, with tests focusing on different parts of the website as well as utilising different concepts like elements of persuasion, behavioural economics, and UX improvements. We have also taken on a key role in briefing and managing all developer tasks related to the roadmap.
As a freelance data analytics consultant, it’s fantastic to work through a structured process from the beginning all the way to making analytics and conversion optimisation part of BAU. We are now up and running with a full CRO programme and over time are aiming to achieve substantial increases in conversion rate in collaboration with Blue17 and their developers.