Gartner Research

4 Steps to Optimize Google Analytics and Analytics 360

Published: 12 February 2018

ID: G00340712

Analyst(s): Bill Delrieu


Optimizing your free Google Analytics implementation before migrating to the paid and licensed Google Analytics 360 is critical to maximizing your value. Technical professionals responsible for CRM and digital marketing analytics should use this framework to refine their implementation.

Table Of Contents

Problem Statement

The Gartner Approach

The Guidance Framework

  • Guidance Framework Prework
    • Define Business Requirements and KPIs
    • Execute a Gap Analysis of Your Current Google Analytics Implementation
    • Understanding the Key Differentiators Between Google Analytics and Google Analytics 360
    • Step 1: Establish Your Measurement Plan and Data View Architecture
    • Step 2: Define Your Data Layer
    • Step 3: Execution: Google Tag Manager and Your Data Layer
    • Step 4: Validation (Manual and Automated), Deployment
  • Follow-Up

Risks and Pitfalls

  • Avoid the "Just Tag Everything" Approach
  • Relying on Cookies for Analytics Data
  • Tag Management and Security

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