Setting up Google Analytics might seem straightforward, but small errors can lead to misleading data and poor decisions. By following these steps, you can ensure your analytics setup is accurate and reliable, providing the insights you need to make informed, strategic decisions.
Step 1: Verify Tracking Code Implementation
Action: Ensure the Google Analytics tracking code (GTag.js) is correctly installed on all pages of your website.
- Tool: Use the Google Tag Assistant Chrome extension.
- Common Mistakes to Check:
- Duplicate Tracking Codes: Ensure the tracking code is not installed multiple times.
- Missing Code: Verify the tracking code is present on all pages.
- Outdated Scripts: Use the latest version of the tracking code.
Step 2: Account and Property Settings
Action: Review your Google Analytics account and property settings.
- Check: Ensure the correct time zone, currency settings, and property configuration.
- Common Mistakes to Check:
- Incorrect Time Zone Settings: Ensure the time zone reflects your business location.
- Improper Currency Configuration: Verify the currency is set correctly for transaction data.
- Incorrect Property Setup: Check property type, look for misconfigured or missing properties.
Step 3: Filters and Views
Action: Check and configure filters to exclude internal traffic and spam.
- Setup: Create filters to exclude internal IP addresses and known bots.
- Common Mistakes to Check:
- Forgetting to Exclude Internal Traffic: Ensure internal traffic is filtered out.
- Applying Filters Incorrectly: Verify filters are set up properly and applied to the correct views.
- Not Setting Up a Raw Data View: Always have an unfiltered view to preserve original data.
Step 4: Goals and Conversions
Action: Review and set up goals to track key conversions.
- Types: Destination, duration, pages/screens per session, and event goals.
- Common Mistakes to Check:
- Goals Not Aligned with Business Objectives: Ensure goals reflect key business metrics.
- Improperly Configured Goals: Verify the accuracy of goal settings and conditions.
- Missing Key Conversion Goals: Ensure all significant conversions are tracked.
Step 5: Enhanced Ecommerce Setup (if applicable)
Action: Verify that Enhanced Ecommerce tracking is correctly implemented.
- Check: Ensure product impressions, clicks, and transactions are tracked accurately.
- Common Mistakes to Check:
- Incorrect Ecommerce Tracking Code Implementation: Verify correct placement and configuration of the code.
- Missing Product Data: Ensure all relevant product information is captured.
- Incomplete Transaction Tracking: Confirm all transaction data is accurately recorded.
Step 6: Event Tracking
Action: Review event tracking setup to capture user interactions.
- Setup: Track events like button clicks, downloads, and video plays using Google Tag Manager. Check our GTM tracking audit setup checklist.
- Common Mistakes to Check:
- Incorrect Event Naming: Ensure events are named consistently and clearly to avoid confusion in reports.
- Missing Important Events: Verify that all crucial user interactions are tracked.
- Duplicate Event Tracking: Avoid tracking the same event multiple times, which can lead to inflated data.
Check out our MULTI-SECTOR GA4 events guide for “Must have” & “Next level” events by field.
Step 7: Custom Dimensions and Metrics
Action: Set up and review custom dimensions and metrics.
- Usage: Use custom dimensions to track additional data such as user roles, content types, or campaigns.
- Common Mistakes to Check:
- Misconfigured Custom Dimensions: Ensure dimensions like tracking user roles are set up correctly. For instance, verify that “admin” and “subscriber” roles are consistently tracked across all pages to avoid data discrepancies.
- Unused Custom Metrics: Implement metrics such as the number of form submissions. For example, track each time a form is submitted to measure engagement accurately, or count video play rates to understand content consumption.
- Incorrect Data Being Captured: Verify key metrics like button clicks. Ensure that buttons are tagged correctly to prevent multiple counts per click, and place the GA tracking code properly to capture accurate session durations.
Step 8: Data Retention Settings
Action: Check and configure data retention settings.
- Setup: Adjust settings to retain user and event data for the maximum duration allowed.
- Common Mistakes to Check:
- Inadequate Data Retention Settings: Ensure settings are optimized for long-term data analysis.
- Non-compliance with Legal Requirements: Verify compliance with data retention policies.
Step 9: Integration with Other Tools
Action: Ensure Google Analytics is integrated with other tools like Google Ads, Search Console, and CRM systems.
- Setup: Link your Google Analytics account with Google Ads and Search Console.
- Common Mistakes to Check:
- Incomplete Integration Setup: Ensure all integrations are fully configured.
- Data Discrepancies Between Tools: Verify data consistency across integrated platforms.
- Failing to Verify Data Flow: Regularly check the data flow to ensure proper integration.
Step 10: Reporting and Dashboards
Action: Set up custom reports and dashboards for ongoing analysis.
- Tools: Use Google Data Studio to create interactive dashboards.
- Common Mistakes to Check:
- Misaligned Reports with Business KPIs: Ensure reports reflect key performance indicators.
- Still “out of the box”: Default reports need to be cleaned up – there should be no dead metrics on reports.
- Missing Critical Data Points: Verify that all essential metrics are included.
Conclusion
A meticulous Google Analytics audit can transform unreliable data into valuable insights, helping you make informed decisions that drive success. By following this checklist and avoiding common mistakes, you can ensure your analytics setup is robust and accurate, providing the insights you need to make informed, strategic decisions.
For more detailed guidance on leveraging Google Analytics, stay tuned to our blog at ZappyPeople, and don’t hesitate to contact us for personalized support.
