I have implemented Google Analytics on a couple of sites.
True to what they do, Google it seems will always add to this application. This is my recommendation on Google Analytics:
Make sure that your marketer and webmaster are on the same page when it comes to adding the tracking script. In other words, because the tracking script is something that you must ADD TO EVERY PAGE on your site manually, your marketer must ensure that the creative agency is adding your organizations tracking script OR when the creative agency turns over the pages to your webmaster to add to your marketing directories that the webmaster has it as part of the go-live process to add the script.
I’ve seen it happen to often that a marketing department is working with the creative agency to get the brand new marketing live and out the door, that they forget to add the tracking script. Then, a week after the campaign has the launched, the marketing director asks for metrics and there are none because neither the creative agency or the webmaster added the tracking script manually to the new pages.
And yes, of course, an include file helps with this drastically. But when you are building custom marketing pages that are not built on a template, you must remember to add the tracking script.
It seems trivial but the cliche is: the devil is in the details.
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