Website Analytics Framework

Back when I worked at Edelman Public Relations, I put together a website analytics framework to help our client turn their goals into measurements that we could track. The process was pretty straight forward. The client would articulate our goals and then we would turn that into a question and answer statement that created the key performance indicator. Here’s how it worked.

Goal: Encourage visitors to attend an event.

Question: What percentage of visitors have registered for an event in the past 30 days?

Answer (KPI): Event Form completion (KPI) divided by Unique Visitors past 30 days