If you’re into the events business, some of the common questions you might face daily include: How do I get clients for my event? How can I make my event successful? How do I set up a Google Analytics account?
Google Analytics lets you know whether your site is attracting the right leads or not. It gives you an idea of the number of interested potential attendees that actually click on your links and spend a few seconds or more on your website. How can you easily set up a Google Analytics account?
If you have no idea that the content you post online is not driving enough traffic to your site, how can you begin planning to make your event successful? An event is only as good as its attendees. If you don’t meet your targets, you’re losing the full value of ROI that you deserve. 
So, how do you set up a Google Analytics account with your clients’ best interests in mind? Will it work as it should even if they choose someone else to do the job?

The issue with Google Analytics

Some clients just want to leave–you cannot please people at all times. That’s a fact of life. As professionals–we have to deal with it in a way that will reduce the interruption in our marketing campaigns. After all, they can hop from one event to another–but if our service is topnotch, they will surely come back.
Take a good look at the way you set up Google analytics. Was it ideal for event attendees?
3 Elements of an Events-Friendly
3 Elements of an Events-Friendly Google Analytics Account
Google Analytics is a Google product that allows you to access important metrics during your optimization campaign.  It tells you how your potential clients find your website and what pages and links interest them.
These data can help you promote a focused message to the right audience. You can also use the metrics to fine-tune your most important web pages and make it personal and engaging for visitors.
If you’re running a live event campaign, lets say a LinkedIn event for a client who also wants to know whether the event reached its objectives, you can coordinate with their technical team to know whether your website is already getting the objection it deserves. 
Here are some practical and effective tips how to set up client-friendly Google Analytics account.
When you set up a GA account make sure that it has the three features that would benefit your client the most:

  1. Your client owns Google Analytics accounts. 

You can do this in three ways-

  • Assist your clients in setting up Google analytics in their own Google account. They can do it while you’re instructing them or you can take control of their computer and set it up while using a screen sharing tool. 
  • Set up your client’s GA in their Google account and add yourself as a user. Leave as a user when the contract ends. Your client can also remove you as a user anytime. 
  • Ask the client to set up a new business Google account for your project and to share their password with you. They can change it when the contract ends.

  2. Google Analytics collects data that is accessible to clients anytime. 

  3. Your client doesn’t need to seek for your permission to take the data.
Every business relationship has a turning point. It’s either, you are moving forward or ending a contract. When using Google analytics for our clients, it is our obligation to ensure that their accounts work even after our contract ends. Remember, the way we let go of our clients’ accounts speaks so much about our trustworthiness and reliability as a marketing company.  
Related: Google Shopping Best Practices