Website redesign with analytics set-up
Measurement is planned and built alongside the new website, so reliable data is available from launch day.
Background
When analytics set-up is part of the redesign, measurement is planned and built alongside the new website. It is ready to use at launch. You can then prove what the redesign achieved and base budget decisions on figures.
Many redesigns launch without proper measurement. The old tracking no longer fits, and conversions go unrecorded. Nobody can then say whether the new website works better than the old one.
Tracking plan
The work starts with your website's goals and the actions that show those goals being met. Only then do we decide what to measure.
Goals and KPIs: for example enquiries, purchases, downloads or job applications.
Events: a clear naming convention for clicks, forms, videos and scroll depth.
Campaigns: consistent UTM parameters across all channels.
Dashboards: a small number of reports that marketing and management really use.
Data protection from the start
Where consent is required, tracking runs only with valid consent. The consent tool decides which scripts load. For Google services, Consent Mode v2 is taken into account.
Depending on your needs, we recommend Google Analytics 4, a data-minimising option such as Matomo, or server-side tagging.
Approach
We analyse your existing tracking and keep historical data for comparison.
We draw up the tracking plan and agree it with your marketing and data protection teams.
We implement the tracking alongside development, usually through Google Tag Manager.
We test every event on the staging environment before launch.
After launch, we check data quality and adjust where needed.
Outcome
You get a website whose impact you can measure from day one. Before-and-after comparisons show what the redesign has achieved. The tracking plan is documented, so your team can take it forward on its own.