Universal Analytics Implementation Document Template

Do you struggle to keep track of your Google Analytics implementation? Do you forget what event means what? Do you wish there was a way to understand what custom metrics and dimensions are attached to which page views and events?

Then this post is for you.

Download the Universal Analytics documentation template

Documentation is boring. We all know that.

But having presented my method of documenting a Universal Analytics implementation during MeasureCamp V (London, 20th September 2014) during my Advanced Remarketing session, a number of people came up asking for the template I use.

How much interest this generated surprised me. This is clearly a topic which we normally shy away from because it is considered boring, or ‘someone else’s job’.

Well it can be, but as an analyst you need to stay on top of exactly how the implementation works, because otherwise you will misinterpret the numbers.

I developed my method of documenting whilst working on several large implementations where multiple people, departments and development teams were involved. Without such a document things would quickly have gotten out of hand.

Once complete it can be used by both developers and marketers alike when they need to understand how everything works (although someone should be assigned to continually update it).

It is in no way perfect and I’m sure you clever folks can improve on it massively. Let me know if you do.

It is an Excel spreadsheet with several tabs, covering:

  • Account structure
  • Events
  • Custom Metrics
  • Custom Dimension
  • Ecommerce
  • Matrices (this is how I track which CMs and CDs belong to which pages).

How to fill it in is self-explanatory.

Feel free to use the template however you with, although I would love a link back to this page or a tweet such as:

Get your #GoogleAnalytics implementation documented right with this handy template from @edbrocklebank

Download the Universal Analytics documentation template

Ed Brocklebank (aka Metric Mogul) is an analytics and digital marketing consultant. He helps business of all sizes become more data-driven through measurement, strategy and activation. He works as a Strategic Analytics Director at Jellyfish in London, as well as delivering tracking on behalf of General Assembly and Google.