Analytics Onboarding Checklist
The fact you have made it this far proves you are in a league above your competitor. The overwhelming majority of wine brands have been building their businesses based on gut feelings, but you have demonstrated that you are ready for a change.
When we use data to guide our businesses, we make better decisions, grow faster, and can become more profitable.
The goal of our analytics service is to help you feel in control of your business.
Please read through the following instructions, then complete the form and submit once all of the required steps have been done.
Lets get started!
When we set up analytics for your website we will measure four key events:
Purchases
Reservations
Wine Club Sign Ups
Email Subscribers
Depending on the different platforms you use, some data may not be available, but we will do our best to give you as much information as we can extract.
Analytics setup with Commerce 7
In our experience, Commerce7 provides the most comprehensive data since they offer the most complete all in one platform.
Analytics setup with Winedirect
WineDirect does a nice job, but their main reservation partner Tock does not provide us the type of data needed to feed into your analytics. That being said, we want you to be aware that each wine brand will have access to different amounts of data and some analytics may not populate. We ask that you join us in pushing all vendors to provide clear and transparent data to their customers. It’s your right as a paying customer to have this.
To set up and integrate all of your analytics we will be connecting four main accounts:
Google Analytics
Google Tag Manager
Google Ads
Meta Business Suite
If you do not have any of these accounts yet, not to worry. They are all free to create.
Below is an explanation of each account, what it does, and how to set one up. You may ask why we don’t just create the account for you and the answer is simple- you should be in control of your company’s data. It’s just plain wrong that some vendors hold their client’s data and accounts hostage. You should set up, own all of the accounts, and provide us the minimum access needed to do our job.
Google Analytics
This is the main platform and where we will create your analytics dashboards for you to access at any time. Google analytics is a very advanced platform which can provide you with unbelievably rich data about who comes to your website and what they do on your site.
If you do not have a Google Analytics account yet, head to this link to create one.
Once you create your Google Analytics account or if you already have one, the next step is to invite our team to your account.
Please follow this documentation from Google for how to add new users.
We ask that you invite the following email to your account and give us permissions to “edit,” “collaborate,” and “read & analyze.”
Email: digital@highway29creative.com
Google Tag Manager
This is a more advanced tool that allows us to add special pieces of code to your website. It is rare that unless you are a trained web developer that you would ever need to use this yourself. We will take care of all of the set up.
If you do not have a Google Tag Manager account yet, head to this link to create one.
Once you create your Google Tag Manager account or if you already have one, the next step is to invite our team to your account.
Please follow this documentation from Google for how to add new users.
We ask that you invite the following email to your account
You will see an option for “Container Permissions” and make sure to click on it and provide us “Publish” permissions.
Email: digital@highway29creative.com
Google Ads
A fantastic way to advertise your wine on Google. This is the platform you or a hired marketing agency uses to create and manage these ads. Whenever you run digital advertising, it is super important that you can accurately measure results.
If you do not currently run digital advertising, we highly recommend you consider learning more or reaching out to our agency to inquire about our digital marketing services.
If you use Google Ads:
Please email digital@highway29creative.com with your Google Ads account number so we can trigger an invite from our agency account to gain access.
Once we have access to your account we will set up “Conversions” for four main goals:
Purchases
Reservations
Wine Club Sign Ups
Email Subscribers
Once these are set up, you or your agency can go back into your account and edit the settings of each campaign to specifically track and optimize for one of these conversions.
Facebook Pixel (Meta)
Facebook advertising is by far our favorite and the most effective way to sell your wine online. Our clients see measurable return on investment on these ads and we cannot recommend them enough. You may possibly be running these ads yourself or have an agency doing so on your behalf. A Facebook Pixel is a specific code that we will insert onto your website which allows Facebook to track users and their actions on your website. This helps us provide you data and analytics as well as help Facebook optimize your ads.
Facebook is a bit confusing and allows you to have a personal account which can manage a business page, but there is also a separate business account you can set up. The way to know if you have a business account is if you head to business. facebook.com to manage your business’s facebook page and ads.
If you do not have a Facebook Business account yet, head to this link to create one. Once you set up your Facebook Business account or if you already have one, the next thing you will need to set up is a Facebook Pixel. Head to this link for documentation on how to set up one.
Then, add a user [digital@highway29creative.com] with ADMIN permissions to your Business Manager account.
Once we have access to your account we will set up specific Facebook pixel events for you:
View Content
Add to Cart
Initiate Checkout
Purchase
Subscribe (Used when someone joins your wine club) Schedule (Used when someone makes a reservation) Lead (Used when someone joins your email list)
YOUR WEBSITE & NEXT STEPS
YOUR WEBSITE
The final piece is to add the Google Tag Manager installation code to your website. If you work with a web company to manage your site, they should be very familiar with this and can assist you.
If not, please email digital@highway29creative.com and we can assist.
Depending on which website platform you use, we will determine next steps.
NOTE ABOUT PRIVACY
We are not lawyers nor provide legal advice. We suggest you reach out to your lawyer to revise your website’s privacy policy as you will now be collecting and tracking your customer’s data