10 Questions To Ask Your Digital Agency When Building A Website

Forbes (source) :


Seby Kallarakkal

Founder and CEO of Nabler, a digital analytics consulting company helping enterprises and agencies make better decisions using data.

Seby Kallarakkal Seby Kallarakkal 


As a founder of a digital analytics company and an informal advisor to many founders and business owners, I am often asked: What data can I capture from my website? What questions should I ask my agency to make sure I get all the relevant information? Below are the 10 most common questions that I advise business owners to ask their agencies while building their website. I’ve also added a small paragraph below each question to explain why you need to ask that question.

Based on the assumption that you’re working with Google Analytics, the following are the 10 most common questions I advise business owners to ask their agencies while building their website.

Who owns the Google Analytics account?

It’s best if the agency uses your company’s Google Account for creating the Google Analytics account. That way you have the freedom to decide who has access to your data. As days progress, you will end up working with multiple agencies and it’s best if you own the account.

How many filtered views have you created?

When you set up Google Analytics, by default, it collects data from all your visitors. This would be your default view which has all the unfiltered data. There would be instances when you will require this default view. You should create at least one more view which tracks only your intended audience. For example, you might want to eliminate traffic from your own company. You also might want to eliminate traffic from certain geographies. Once you eliminate the unwanted traffic, you are looking at data that makes sense for your business.

Have you set up goals in Google Analytics?

All websites, including yours, have one or more objectives. They could include goals like purchasing an item or completing a form, downloading a document, clicking on a certain button, etc. All these activities can be tagged in Google Analytics as goals. Doing this makes it easy for you to identify which percentage of your website visitors are doing what you want them to do.

Have you tagged all the important events on the website?

Google Analytics, by default, counts every time a visitor views one of your web pages. But let’s say visitors do something on your website that does not load a new page, such as playing a video, adding something to their cart, interacting with a page element, etc. In that case, you should explicitly ask Google Analytics to measure every time a visitor takes one of those actions. You can ask your agency to make sure all those features are tagged as events so that you know which are used by visitors.web hosting meaning


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