Google Analytics is a powerful — and free — analytics platform. It connects seamlessly with platforms like Pathfinder SEO. And it contains all the information you need to make data-driven marketing decisions.
If you've ever set up Google Analytics or joined us for a training webinar, you're aware that it takes time to configure. The current best practice is a dual setup — two Google Analytics properties within a single account for each website.
First, you’ll create the main GA account. Then you’ll set up one property for Universal Analytics and another for Google Analytics 4 (the new version of GA). Next, you‘ll add the tracking code(s) to your website.
But that's still not all. If you want to measure key performance indicators such as how often a form gets completed or the amount of revenue from your online store, then you'll also need to configure events, goals, and eCommerce tracking.
Investing time into setting up Google Analytics is easily justified… After all, it's how we’ll know what’s working and what isn't within your current marketing plan, and that's pretty important.
But whose responsibility is it to set up Google Analytics? The clients or yours? And, if your agency is doing this work, how are you being compensated?
Selling Google Analytics Setup to Your Customers
Any time you set up Google Analytics for a customer's website, you are providing a service. This service can be sold in a number of ways:
- As a stand-alone project,
- As part of a new website build, or
- Integrated into an SEO Set-Up or Monthly SEO services.
If you decide to package Google Analytics set up as a one-time service, then it’s the perfect suggestion for right after a new site goes live and before you invest time into traffic-generating activities like SEO, email marketing, and social media.
If you’re going to integrate Google Analytics with a new website build or an SEO campaign, make sure you include it as a line item in the scope of work, and account for the time it'll take.
When selling SEO services, it's important that your customers understand what Google Analytics is, why it's important, and how many steps are required to make sure their data is accurate and insightful.
Selling Google Analytics Tune-Ups
Even if your clients already have Google Analytics on their websites, there is likely new work to be done.
Why? There is a new(ish) version of Google Analytics which requires a few hours of work per client to leverage the new capabilities, while still being able to access the historical data in the previous version.
Remember to avoid doing this work for free. Instead, take the time to educate your clients about the benefits of Google Analytics 4, and suggest a one-time project to give them a new roadmap and allow them to keep up with the changes. We call this project a Google Analytics Tune-Up.
If you don’t want to upsell as a one-time service, you could decide to dedicate part — or all — of your SEO retainer’s monthly tasks to properly configuring Google Analytics.
Google Analytics Training
If Google Analytics 4 is new to your agency, or you need to brush up on custom events and goals, we have free training available.
Access on-demand training and ensure your agency is up to speed:
