Analytics Planning

You’ve probably tried to assemble a piece of furniture without consulting the manufacturer’s manual. At first it seems easy, as it’s just a table, desk or cabinet, right?

You open the package and realize there are several pieces, some of different sizes, there are also several screws, washers and other parts that you don’t know at the moment

Still, you raise your spirits and give it a try

With the first attempts you feel that things are getting complicated more than expected. 
The pieces don’t quite fit together. The afternoon drags on, it’s not so funny anymore. After a while you give up, take the manufacturer’s manual and after 30 minutes you have the piece of furniture finished. ¡Ta-da!


Before anything else, preparation is the key to success”
Alexander Graham Bell, 1847-1922. Inventor of the Telephone

Something very similar happens in business. Whenever we start a new project, I’m reminded of this very common situation. That’s why preparation is the key to success

Fiddling with digital tools and making configurations without a defined plan is, definitely, the best option for everything to go wrong. Plus, if you want other colleagues and departments to be aligned with the project, you will have to make the information flow correctly

That is why the analytics plan is fundamental. It is the document where we’ll work to support each other during our relationship and that serves to (1) have a context about the project and (2) have a resource that defines the actions proposed on the project to be addressed

What does the Analytics Plan consist of?




We’ll start with a first contact so that you can tell us about your project and the goals you have set for the short and medium term

Together we’ll define what our relationship is going to focus on, what it is expected and we’ll set the goals of the project to be carried out

With an audit we’ll see the state of the project and we’ll look for solutions to errors or bugs that are stopping the progress of the project

By means of a personalized action plan we’ll send you a proposal on how to approach the specific project 

We’ll specify the required actions, how they will be carried out, who will be involved and how we’ll keep track the progress

Only once we have your okay we’ll get down to work to achieve the proposed goals of your analytical project

Keeping in touch is crucial for things to go well. We’ll be available and open to your needs whenever is necessary

If small adjustments arise during the execution of the project, we’ll react quickly so as not to divert from the main goal

Technology makes it possible to do anything. Human contact allows the understanding between equals to achieve it

Examples of Projects

There are three key moments in the Digital Analytics of Online Businesses
The implementation of measurement tools, data processing and reporting

Sales Funnel

Sales Funnel with Tag Manager and GA4

Definition and configuration of the Online Store events that make up the Sales Funnel


Analizing a DataBase (csv, Excel...)

With SQL customized functions in BigQuery we'll reveal insights from your DB

Data visualization

Reporting and Results

We design reports with the graphs so that you can make decisions based on data

A/B testing CRO experiment

A/B testing on your

When the data flow is already implemented it is time to do experiments!


This is what those who have worked with me have to say


I didn’t know analytics could have such an impact on my business

I used to run advertising campaigns to get more visitors to my online store. Once inside, I didn’t know what was making them become customers or what was preventing a sale. I assumed that if they bought it was because they liked the product and if the accounts came out at the end of the month, I was happy. 

With Web Analytics I discovered that it is possible to know not only which items, pages and sections customers like the most, but also to define the Sales Funnel. This way I know what steps customers are taking in the Online Store. Now I know what is stopping them from buying a product and, on the other hand, what is really working. 

Today I am able to customize my advertising campaigns according to the products that are being purchased the most (or see in detail, adding to the cart) and assign a budget that is proportional to the different variants of these same products. In short, I use web behavioral data to create a better experience for my customers

Carla Rodríguez

Product Owner at RSC Cottons, SL


“Tracking events means knowing what users like and what don’t”

Users of our learning platform usually see an average of three resources per visit. As CEO of the company, it is essential for me to know this figure in order to be able to allocate a budget and buy the copyright of these virtual resources according to the number of visits we have to the portal and the number of customers. 

With the help of MarshTracking we have been able to extract this revealing data from the implementation of web measurement tools such as GA4 and event personalization tools such as Tag Manager. Now everything is sent to a database that allows us to perform scans and queries on Filmpedia’s clients. 

On a weekly basis I check how the conversion of the website is going and I know exactly which acquisition channels (email marketing, social ads, social posts,…) are the ones that are contributing the most to the acquisition of new leads. With Web Analytics we are now a company that makes decisions based on the real data of our business

Miquel Cerdà

CEO at Filmpedia

Let's talk!

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