Who in your organization is responsible for Google Analytics? If you’re a small business owner you probably wear many hats, including analyst, so you’re responsible for GA configuration and reporting. If you’re an enterprise size company you probably have an analytics group that is responsible for your analytics tools and distributing the data throughout the organization. But what if you’re a mid-sized company that doesn’t have an analytics group? Who’s going to take the lead and be responsible for Google Analytics?
Some people believe that the IT department should be take the lead and administer GA. I can understand this. GA needs to be installed on a website, which can be complicated, so there is a need for technical resources. Also, report interpretation takes an analytical mind, which you’re likely to find on the IT staff.
Others think that the marketing department should take the lead and administer GA. This also makes sense. The marketing team is usually responsible for monitoring how well online advertising performs, which is one of the major features of Google Analytics.
Honestly, it doesn’t matter which group assumes responsibility. When I work with a client I stress to them that there needs to be an individual in the organization that can answer questions about GA. It doesn’t matter if they have an analytics team or not, there needs to be an individual that knows how Google Analytics works. By designating an individual as the ‘GA Person’ your organization will always have someone that can answer a configuration or interpretation question. The alternative is outsourcing your GA management and I know just the company for that ;)