Before you start to review and audit your GA4 configuration and data collection, it is worth taking a step back to really understand what data you need and who needs that data.
You will find that this process helps you to focus on what data you need and the data that is going to provide value to your company. Before diving headfirst into creating a GA4 measurement plan— Google Analytics 4's way of tracking and understanding your website's traffic — a Scope Survey helps you pause and assess.
Think of it as preparing the groundwork for a successful garden. You wouldn't start planting without first understanding the type of soil you have, the sunlight exposure, or the pests you might need to contend with!
Similarly, a Scope Survey helps you understand:
Your digital landscape: What platforms and tools are currently in use and if they are likely to change in the future?
Your reporting audience: What data do you need and who is getting these reports?
Your business objectives: What are your key performance indicators (KPIs) and goals for your online presence?
You're not just collecting data; you're gathering insights that will inform every decision you make moving forward. It ensures that your GA4 measurement plan is not just a set of numbers and charts when you finally feed all that data into a dashboard, but a strategic tool tailored to your unique digital ecosystem.
Scope Survey Questions
Scope questions are what you ask your client/boss/team so that you have what you need to know to build a useful analytics plan.
How confident are you with GA4?
Do you actually use the data?
What data do you not trust and why?
What do you truly care about?
What questions about your work are you itching to answer?
What are your goals?
Who Should Receive the Scope Survey?
So, who do we share the Scope Survey with? It all starts with sending it to my client, which is typically the person who has hired me. I encourage them to think broadly and share it with anyone they believe should have a say in our project.
But why stop there? I suggest reaching out to anyone whose work touches data in some way. That means looping in the sales team, business development folks, any external agencies and contractors we're working with, the finance department, and those focused on optimizing conversion rates (our CRO experts).
Here's the thing: This approach isn't just about collecting responses. It's about widening the circle and getting more people involved in how we use data across the company. It's also incredibly helpful for planning purposes. When a wider group is engaged and invested in the data we collect, it can lead to smarter resource allocation. It's not just a marketing task anymore. This inclusivity can also help us sidestep the pitfalls that come from working in silos.
Take a recent example: one team briefed me on their technology plans for the year ahead. Then, through the Scope Survey, another team let slip about a major platform change in the works—a crucial detail the first team hadn't mentioned.
My ultimate aim is to pin down what we're trying to measure and gather data that's genuinely useful to everyone involved. By getting everyone on the same wavelength, we can ensure that the insights we uncover are actionable and supportive of everyone's goals.
Key Questions for Your Scope Survey
When it comes to crafting the Scope Survey, the questions we choose can vary widely depending on the business we're dealing with and the project's intricacies. However, there are a few questions that I find absolutely essential, no matter the context. Let's dive into these:
How confident are you with GA4?
This is my go-to opening question. It's not just about gauging technical know-how; it's about understanding how comfortably we can communicate. Knowing where someone stands with GA4 helps me tailor my language and materials to fit their level. Plus, it's genuinely rewarding to watch someone progress from feeling out of their depth to becoming confident in their understanding as they navigate their learning journey with us.
Do you actually use the data?
Sure, this might sound like a no-brainer, but the answers can be eye-opening. I've lost count of how many times I've heard, “To be honest, Jill, I only glance at the reports now and then,” or they only check out reports forwarded by their data team or agency. If the numbers are up, they're thrilled; if not, it's laptop shut time and move on. We're not in the game of gathering data for the sake of it. Our goal is to collect meaningful data—with user consent, of course—that genuinely informs our decisions and strategies.
That brings me to another crucial question I like to ask: “Can you recall the last report that led you to change your strategy or tactics? What was the report, and how was it visualized?” You'd be surprised how many folks struggle with this one. It can be a pivotal moment, realizing they've been collecting data more as a formality without it sparking any real action or change.
Navigating Trust Issues with Data
This next bit is a favorite of mine: What data do you not trust and why?
You might wonder why I get a kick out of this question. Well, it's a real time-saver for me. It cuts straight to the chase, helping me zero in on potential issues faster than you can say "GA4 quirks." Let's face it, most folks don't have an encyclopedic knowledge of GA4's ins and outs. What they do know is when something in their data just doesn't feel right.
Take this recent example: A team told me they couldn't trust their data because the numbers were off—higher than what they used to see in Universal Analytics (UA), with conversion rates that didn't add up. A quick dive into their setup revealed a surprise: they thought they were tracking 8 domains, but there were actually 54 caught in their net. No wonder their numbers were ballooning and their conversion rates seemed diluted.
But it's not just about unexpected volume. Trust issues often lead us back to basics, such as:
Outdated referral exclusion lists.
Misused UTM parameters in campaigns.
Failing to exclude staging and development sites from data collection.
Duplicate purchase events.
Tracking sites outside your brand ecosystem.
Misunderstanding reporting identity thresholds.
Building reports with incorrect scope.
Incorrectly configured Consent Management Platforms.
Not grasping how GA4's data calculations differ.
Inconsistent configuration settings across multiple sites.
The lesson here? Always, always start with the fundamentals. It's amazing how many trust issues with data can be resolved by ensuring the basics are in order.
Discovering What Matters Most
What Do You Truly Care About?
Asking "What do you care about?" takes us straight to the heart of the matter. It's not just about what data people have access to; it's about uncovering if that data truly speaks to their needs, or if we need to broaden our reporting scope to capture what's essential.
Here's the real deal: People care about what affects their performance reviews and paychecks. It sounds self-serving, but it's the reality of professional life. Everyone wants data that showcases their value and justifies their hard work.
Understanding what metrics matter to individuals helps us tailor reports that don't just overwhelm with data but provide clear, actionable insights. We aim to simplify, focusing on what's truly important to each person and their department, aligning with the broader business goals.
Questions That Spark Action
"What questions about your work are you itching to answer?" This query helps me get to the core of what information is missing for people. It's about identifying gaps in our data collection or reporting methods.
Here are some insights I've gathered over time:
Conversion Time: With GA4's Explore feature, you can build funnels to see not just who's converting but how long it takes them. This insight isn't limited to e-commerce. For a B2B client, we tracked how long it took users to complete a quiz and make a purchase decision, providing valuable data on engagement and conversion efficiency.
SEO's Impact: Proving SEO's contribution to the bottom line can be tricky. By creating audiences based on who interacted with key content and then made a purchase, we could directly link content engagement to revenue, securing budget for future SEO initiatives.
Trending Topics: Scatter plots can be a goldmine for trendspotting. By analyzing search term data, we identified seasonal trends (like velvet and sequins for holiday parties) that informed marketing strategies, from homepage features to paid media and social content.
Validating Business Objectives
What Are Your Goals?
Scope surveys are fantastic for fine-tuning your measurement plan, aiming to unearth the true value within your data.
A common request I hear is for dashboards. But the first step is always to clarify business objectives. Knowing these objectives helps pinpoint which events are crucial for your GA4 data stream, ensuring you're tracking what truly matters.
I refer to this as event mapping. It's about walking through the customer journey, noting key interactions, and understanding how each supports your measurement goals. Whether it's auto-events, enhanced tracking, or custom events set up through Google Tag Manager, each plays a part in painting the full picture.
Wrapping Up: The Journey Through Scope Surveys
And there you have it—a whirlwind tour through the ins and outs of conducting effective Scope Surveys before diving into the world of GA4 measurement planning. From figuring out who should be part of this crucial process to understanding the foundational questions that guide our strategy, we've covered the essentials to ensure that your data collection and analysis efforts are as impactful as possible.
Key Takeaways:
Understanding Your Team: Starting with questions about GA4 confidence levels helps us tailor our communication and ensure everyone's on the same page.
Trusting the Data: Identifying data trust issues early on saves time and guides us in troubleshooting potential pitfalls.
Focusing on What Matters: By discovering what metrics individuals and departments care about, we can align our data collection efforts with actual business needs and objectives.
Answering the Big Questions: Delving into the specific queries that team members are eager to answer allows us to refine our data collection and analysis to be truly meaningful.
Validating Business Objectives: Through the process of event mapping and aligning data collection with business goals, we ensure that every piece of data we gather has a purpose and drives actionable insights.
Remember, the journey doesn't end here. Each Scope Survey is a stepping stone towards a more data-informed and strategically aligned organization.
By engaging with these surveys thoughtfully, you're not just collecting data—you're building a culture of curiosity, learning, and continuous improvement.
So, as you move forward with your GA4 measurement plans, keep these insights and strategies in mind. The path to data mastery is a collaborative, dynamic process, and with the right questions and a clear focus, you're well-equipped to navigate it successfully.
If you would like to talk to me about your GA4 measurement needs I would love to talk to you, I run training sessions and GA4 consulting. You can contact me here or connect on Linkedin.
