Yep, three months. You want a good, solid 90 days worth of data to work from. I understand that some projects just won’t allow for this. Whenever possible, though, wait for three months at the least. This will ensure you have a solid set of information.

A lot can happen in three months and you’ll get a good snapshot of all that. Marketing materials will go out, the season will change and you’ll see three month-end periods cruise by. Different actions will be triggered by these events. You’ll want to account for them.

All is not lost, however. If analytics has already been in place for three months or more, you can skip step one as you’ve already done it. You can pull the data you’ve already collected (at least 3 months worth) and you can move to step 2 right away.