WebsiteDesignOutsource.com blog
What to Include in a Website Analytics Brief
Give an outsourced website designer a clear view of the page questions that analytics can help answer.
Analytics can inform website design, but only when the question is clear. A short analytics brief helps an outsourced designer understand what evidence matters and what the data cannot prove.
Start with a decision
Write the design question first. It might concern page discoverability, a confusing path, an underused action, or a change that needs comparison. Do not collect numbers without saying what decision they might change.
Define the page and period
Record the route, audience segment where relevant, date range, device context, and known campaign or content changes. This makes the evidence easier to interpret later.
Protect user privacy
Share only the access and data needed for the agreed question. Do not place personal information in screenshots or design comments. Name the person responsible for access and retention.
Pair data with page review
Numbers can show where to look, not why a person struggled. Combine them with content review, support questions, or usability observation when the decision needs explanation.
Further reading
Source
Google Analytics, measurement fundamentals
Frequently asked questions
Should analytics dictate the design?
No. Use it as evidence alongside the page purpose, user needs, content, and technical constraints.
What if the data is too thin?
Record that limitation and use another source of evidence. Do not turn uncertainty into a confident design requirement.