The Most Important Web Analytics Document You'll Ever Write

If you manage someone who conducts web analytics in your organization, or if you are both the manager and practitioner of web analytics, there is only one document that you absolutely, positively must develop.

It's called a Standard Operating Procedure (SOP).  Originally a military term and concept, they are  typicallyy used in IT organizations to ensure that processes are standardized around systems. I like to think of them as insurance policies that you'll need when the person doing web analytics for your organization ultimately finds another job.

A web analytics SOP should include step-by-step instructions for all processes, methods and practices required to manage web analytics; so that someone coming into the job knows specifically what to manage and maintain. For example:   

• Data collection, such as page tag variables, data filters, tagging specifications for articles, downloads, campaigns, audio and video.
• Administrative settings and permissions structure for user groups 
• Vendor contract details 
• Report set definitions 
• Metrics/KPI calculations
• Report distribution settings and schedule 
• Contact lists for all stakeholders, organizational, vendor and consultant support 
• Scheduled presentations to stakeholders and management with examples provided 
• Processes for developing new metrics and reports 
• Processes that stakeholders need to follow to request new data collection and reporting

The beautiful thing about an SOP is that it is  a document that it relies on input from anyone using and supporting web analytics in order to be comprehensive. Because of this, issues and challenges around web analytics need to be examined, sorted out and resolved...especially those issues regarding process and support.

Another great benefit of an SOP is that it's not a "one and done" effort. It should be reviewed and updated on an ongoing basis to stay current.

Done right, the SOP for web analytics will keep your initiative moving along, organized and planned even while you experience resource turnover.

So, do you have a web analytics SOP? Has it helped out your organization? How have you managed to maintain web analytics continuity in your programs? What would you include in yours?