- KPI Definition
- Measurement Plan
- Next Steps
KPI Definition
Empirical Path leads Key Performance Indicator (KPI) exploration and definition projects to specify the exact metrics, dimensions, ratios, baselines and segments to be used to report on the client’s website performance. Specifically, we:
- Propose a definition for each Key Performance Indicator — the precise baselines and metrics, dimensions, ratios and segments — based on these findings
- Propose a prioritization of these KPIs based on a client-specific weighting of the following factors: relevance to organizational goals, technical feasibility and action-ability
- Finalize with client stakeholders a list of four to six KPIs, the range we recommend to balance breadth and focus and secondary “PIs” as well


Measurement Plan
Empirical Path collaborates with client stakeholders to define what to track and report on the website and how to do it. We will:
- Lay out a web analytics account structure to enable roll-up and drill-down reporting
- Plan tag management account structures to control publishing rights and simplify data layer(s)
- Specify how to track & name key user actions — including conversions and micro-conversions — and segments to track and report, including back-end data to import
- Propose tag management and other tactics for capturing data, such as hard-coding, scraping data layer and pushing to data layer
- Recommend analytics tool features for visualizing KPI’s and distributing to stakeholders
Next Steps
Once KPIs are defined and measurement plan is approved, Empirical Path often delivers the following tasks:
- Web and app analytics audit
- Tag management audit
- Web and app analytics implementation
- Tag management implementation
- Dashboard discovery
- Dashboard creation
- Training
