Many organizations lack a formal governance model for web analytics. This can lead to stalled implementations as data starts accumulating with very little preparation of what to do with an ambush of new measures and reports. Without proper planning, analysts may begin tracking campaigns and their performance but be surprised by the types of questions business owners ultimately demand.

To rectify this, businesses must ensure that a web analytics governance model is created during the initial implementation and not months or years later. It should align with general organizational governance. For larger companies this may encompass a steering committee, and for smaller organizations it may entail a small team of key stakeholders. Whichever structure is used, they are charged with the task of defining expectations, granting power and verifying performance of the team and the analytics software and reports.

A good web governance model should include a number of things, including:

• Accountability (e.g., roles, responsibilities, and duties) - Creating precise definitions about who does what, when, why and how.
• Accessibility (e.g., access to data, integration with other systems, availability standards) - Ensure that analytics and reports are accurate, available, timely, and of direct value to stakeholders.
• Community - Representation from all relevant business units with full participation by business owners and technology teams.
• Uniformity - Definitions and policies set for all analytics reports, terminology, KPIs & calculations, reporting cycles, information dissemination, and routine review of governance for enhancements.

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