Web Analytics Measurement Model – Free Template

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Web Analytics Measurement - Template

Use our FREE Template to define what's important & measure it.

Updated: Nov 2021 | Level: Introductory | Category: Downloads

What is Web Analytics Measurement Model?

Don't be put off by the term 'model'. A model is simply the termed used to describe structured analysis of a problem and the resulting description of a solution, using data points and assumptions to derive values that can help support or challenge hypothesis.

For the purposes of web analytics the 'problem' is knowing which analytics metrics to track and why. Without a measurement model it's common for people to track and report aggregate values or common web analytics headline metrics such as 'New Visitors' or 'Bounce Rate'.

Whilst these metrics are ok to anchor a website or mobile apps headline performance to a baseline and give an indication of general trends they do little to advance a marketer or analysts understanding of campaign performance or longer-term return on investment or ad spend.

web analytics sessions bounce rate and users

Watch for over reporting of vanity metrics such as aggregate session count, bounce rate and users volumes

The danger being of being over-reliant on such 'vanity metrics' can be to detriment of more focussed, business-objective defined and segmented metrics is that the underlying commercial objectives will not be met or worse met but attributed to the wrong marketing efforts.

Tip: Use a Measure Model to avoid reporting 'vanity metrics'

Why Develop an Analytics Measurement Model?

If you're putting more than a single £1 into direct digital marketing efforts or advertising spend then you should be developing a web analytics  model, and ideally reviewing performance against it monthly or at worst quarterly.


  1. Define website goals that support business objectives
  2. Structure marketing campaigns around desired visitory behaviour and customer journeys
  3. Set KPIs and measure performance for outcomes your care about
  4. Identify key segments and channels and avoid aggregates with 'noise'

The measure model and resulting metrics should for the basis for evaluating marketing campaign performance, return on advertising spend, channels selection and prioritisation, and ultimately a key input to the decisioning around increasing or decreasing advertising budgets.

About our Template

Our template helps you take structured approach to defining your business outcomes, marketing campaign metrics that will influence them and key channels and segments to help you focuss down on cohorts that matter, rather than site-wide aggregates that will include any random browser looking to sell you the 'cheapest SEO' you've ever seen.

Remember that typically only 50-50% of the visitors that hit your website will be genuine traffic that you care about. The rest will be hackers, spammers, digital marketers, your competition, bots and category interest browsers. The purpose of developing the measurement model is to cut through all this with a clear definition that allows you to create the Google Analytics (or whichever web analytics platform you are using) and get to the metrics you care about.

Download our FREE Template

To help you we have made available our template in both image and powerpoint format that we use when working with clients.

Just click below on the appropriate link to get started:


Web Analytics Measurement Model FREE Powerpoint template


Download in Microsoft Powerpoint format and simply add your company name. [download]



JPEG image

Download in jpeg format for use in presentations. [download]


Need help? Contact one of our Google Analytics Consultants

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In this Guide:

Our Introductory Guide to Monitoring What Counts

  1. What is a Measurement Model?
  2. Why do I need one?
  3. Examples
  4. The danger of 'Vanity' Metrics
  5. FREE Templates to download


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