Google-Analytics-setup-review-smart-insightsx - Connect Wisdom

keckdonkeyInternet and Web Development

Nov 18, 2013 (3 years and 10 months ago)

174 views


1

Google Analytics

Setup and Customisation Checklist

About this
Smart Insights template
checklist

Many, many companies have Google Analytics tags set up on their sites, but in our experience, Google
Analytics is often not setup correctly. To get the most from Google Analytics it must be tailored to the
organisation to reflect what the company wants to
get from its digital marketing.

This is v2
.

U
pdated in Autumn 2013 to include the latest changes including Universal Analytics.

See this post for more background:

http://www.smartinsights.com/digital
-
marketing
-
strategy/google
-
analytics
-
vs
-
universal
-
analytics/


Why use this checklist?

Reviews 15 key areas o
f Google Analytics setup
-

check what’s missing for your site, or if an agency your
client’s site
. It’s provided as an un
-
branded word document so you can amend for your unknown needs.

Produce a report showing improvements needed for customisation to measu
re

How to use this checklist

This checklist is d
esigned for use
alongside

the
7 Steps to Google Analytics Guide

that

has more detail in
setup in
Step 1. Setup and Customisation
.


To review setup most of the setup features are accessed from the
Admin area

in the top right navigation of
Google Analytics.


Note that we also have a more detailed spreadsheet template for
reviewing and improving use of Analytics
on Ecommerce sit
es
.

Topics covered on this checklist?

Goals and funnels

Marketing events

Marketing campaign tracking (including email marketing and social media marketing)

Custom segments

Ecommerce setup

How and when to use this checklist?


Use to review customisations
for an existing site or as a checklist for a new site / site refresh

If you’re a consultant or work for an agency you can use this
template
to review and produce a report for
client’s sites that have previously been tagged or to give a standard approach to

tagging

If you work for a company you can check your own setup

Related templates and guides:

NB Use this template in conjunction with Step 1 in the “Getting more from Google Analytics Guide”. This
introduces customisation concepts and gives examples.


2

Free

tools to help review your account or client accounts

Google has created two
Chrome Extensions we recommend which we would say are essential tools for
consultants working with client accounts. These are:

1.
Google Analytics Tag Assistant

Click on the
button for this extension to get details on the tagging versions used and recommendations for
improvement.

https://chrome.google.com/we
bstore/detail/tag
-
assistant
-
by
-
google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl=en


2.
Google Analytics Debugger

This debugger uses the Javascript developer console to show information sent from a webpage when it
loads or a user interacts with it. It’s useful fo
r validating Event tracking or custom variables after they have
first been created.

https://chrome.google.com/webstore/detail/google
-
analytics
-
debugger/jnkmfdileelhofjcijamephohjechhna?hl=en


3.
Other extensions

These
are mainly for reviewing results via alternative interfaces in the browser:

h
ttps://chrome.google.com/webstore/search
-
extensions/google%20analytics?hl=en



Tell
-
us
-
what you think!

Dave Chaffey and team have developed these checklists based on working with many types of companies
and in training. But improvements are always possible, so please email: support@smartinsights.com with
your ideas on improving this guide or new guides to h
elp your work.

If you have any questions on a difficult analytics problem, please ask in our forum at
http://www.smartinsights.com/answers
.


Thanks
, Dave Chaffey






3


Report:

Google Analytics Setup Au
dit

Version:



Client:


Date:





Author:



For attention of:


Sites,
Accounts,
Views

covered:



Your brief:


Overview of recommendations

These are the main improvements that can be made to Google Analytics configuration:

<Insert summary>

Customisation area

Current configuration and
issues

Recommended improvements

1. Tagging method
used
and version of
Google Analytics or
Universal Analytics
used


Example:
Your site uses the Classic Google
Analytics Asynchronous tracking. Since Google
has announced it will move all sites to the new
Universal Analytics in future it is recommended
you run the two tracking methods in parallel as
soon as possible to build up a h
istory of
comparison data in time.

Note that all customisations such as Goals and
funnels will need to be setup on the New Google
Anltics

Issues to consider and questions to ask
:

Q. Which combination of tracking code is used?



G潯gl攠䅮elyti捳cCl慳獩挿



Origi湡l 灲p
-
㈰㄰ 捯ce or A獹湣n潮潵猠or



U湩v敲獡e A湡lyti捳c



G潯gl攠T
ag M慮慧er

Use the extensions recommended at the start of the report

2
. Accounts,
Properties and
View
s

(
Profiles

now known
as views from

Sept
2013)




Example: To ensure integrity of data in future,
create a single master raw data
view
, test
view

and
individual
views

for business areas and/or
countries.

It is suggested that Universal Analytics
is setup as a separate Property with different views
within
this.


4

Issues to consider and questions to ask
:



Q.
Review the
account
presence of multiple web properties and
Views (
profiles
)

for different
sites

for different marketing teams, e.g. different brands or different countries
. Each site with a
different
version of the Google Analytics tracking code is a web property.



Q.
Is there a master
View

which isn’t modified?



Q.
Is there a test
View

to trial changes to filters for example?



Q.
Views

for subdomains or subfolders, e.g. blogs, campaign sites?
Are visits
tracked across
these through a rolled
-
up
View
? Are pages with identical names on different domains
distinguished, e.g. through a filter to re
-
write names.



Q.
International
Views
? Are they labelled and setup correctly as different web properties or if
sub
-
f
olders, different
Views
?



Q.
Redundant
Views
? Recommend deletion
.

Where
: The Admin option (top right in Google Analytics) will enable you to review the current
View
.
Clicking on Account name in the breadcrumb trail enables you to see all Properties
and Views
for
that Account.



Most of the customisations below require you to select Admin and then select the current View and
choose the
View
options on the right here:


3
. Exclude staff

depending on IP
address



Issues to consider and questions to
ask
:



Q.
Is there a filter setup to exclude staff which is applied to all
Views
?



Q.
Does it include staff in different offices/mobile staff?


5

Where
: The Filters tab of the
current Views p
age

when in Admin.

4
. Goals and funnels




Issues to consider and
questions to ask
:



Q. Are there any goals setup?!



Q. How are they grouped?



Q. Is there a value assigned to relevant goals


this affects Page Value and Goal value per
visit which are vital for reviewing the contribution of individual pages and traffic s
ources to lead
and sales for non
-
Ecommerce sites.



Q. How do goals relate to Ecommerce tracking (16 below). If Ecommerce tracking is working
setting value for other goals typically won’t be required.

Where
: In the Goals tab of the
current View

page

when in Admin
.

5
. Ecommerce
tracking




Issues to consider and questions to ask
:



Q.
Is Ecommerce tracking setup where relevant?



Q.
Is it accurate? Need to run an audit, since can often be in error

against the commerce
management system
.



Q. Can
Universal Analytics be used to record sales through an API call using the
Measurement Protocol. We have implemented this on Smart Insights for better accuracy.


Where
: E
-
commerce
tracking ON

in the
View
settings tab of the
current
View

when in Admin as
bel
ow
.
For sales transactions to be recorded t
his requires code to be inserted on the post
-
sales page
as described in the 7 Steps guide.


6



7

6
. Home page default
page




This is relatively m
inor.
Issues to consider and questions to ask
:



Some sites have
multiple home pages, e.g. “/” and default.aspx they should be reported on
together if possible.



Go to Content, Top Pages, see whether it looks like there is more than one page with high
traffic like the home page.



Check in Navigation Summary whether this
is the home page.

Where
: Set the “
Default page (optional)
” in the
View
settings tab of the
current View when in Admin
.

Additional recommendation
: In Page Analytics is particularly useful for reviewing the effectiveness of
CTAs on the home page. This is
available under the Behaviour menu. We have found this doesn’t
work on many sites that use Javascript for example. However, if you enable the option for the report
to open in a New Window it’s effectiveness can be reviewed.

7
. Site search




Issues to
consider and questions to ask
:



Q. Is site search set up
-


Site Seaching Tracking ON

selected





Q. Is the correct parameter used
-

check
against performing a query, e.g. ‘q’ in the example
for the View above in
the site search reports in the Behaviour reports

Where
: Site Search
ON
in the
View
settings tab of the
current

View when in Admin as shown in the
example above
.

8
. Document
downloads




Issues to consider and questions to ask
:



Q.
Are document downloads (PDFs) used for marketing?
If so…



Q.
Are they tracking (not tracked by default in Google Analytics

Where
: This will be setup a
E
vent tracking


9
. Outbound link
tracking



Issues to consider and questions to ask
:



Q. Are outbound
links tracked?



Q. Are there any link clicks recorded in the Events report in the
Behaviour

reports area
?


Where
: This requires a separate plugin as explained in the 7 Steps guide






8

10
. Event tracking and

E
vent
G
oals



Issues to consider and questions
to ask
:



Q.
Are events used for link
-
tracking, downloads or other site interactions
, e.g. key call
-
to
-
action such as add
-
to
-
basket or carousel/slider interactions
?



Q.
Social media tracking



links to social media presence
?



Q. Are relevant events tracked as Event Goals


see the examples in the 7 Steps guides. An
Event Goal is where an event such as “Add
-
to
-
basket” is assigned as a Goal in Goal Setup.

Where
: Events report in the Content reports area.

11
. Campaign tracking




Issues to consider and questions to ask
:



Q.
Is Google Adwords tracked (if used?)



Q.
Is Email marketing tracked (if used?)



Q.
Is Display advertising tracked (if used?)



I
Q.
s Social media tracked (if used?)

Where
: See the
Acquisition reports
, Sources,
All Traffic report for Medium setup. The 7 Steps Guide
explains how to setup campaign tracking, using the example of the URL builder.

Other traffic sources tracking options to review:



Q. Webmaster tools integration for Search Engine Optimization reports un
der Acquisition
?



Q. Social Settings from Property tab
?



Q. Remarketing Lists tab for specific AdWords targeting
?



Q. Are Annotations created and shared to show when campaigns are created or other
changes are made to the site?

1
2
. Custom
A
dvanced
S
egments




Issues to consider and questions to ask
:



Q.
Check
that

standard advanced segments, e.g. mobile, natural search, new
and repeat
visits are being used by users?



Q.
Are there advanced segments for brand/non
-
brand search?



Q.
Advanced segments for different

countries?



Q.
Advanced segments by key landing pages?

See the 7 Steps guide for a full list of
advanced segment types


Where
: In the Top Left of Google Analytics Standards reporting click on Advanced segments and you
will see if any custom
segments are se
tup.
NB
. If you have been given access to a client’s GA
Account via your own login you wont see Advanced segments from other users. You will have to ask
them to share these.

1
3
. Custom variables




Issues to consider and questions to ask
:


9



Q. Are custom variables used, particularly for customer vs non
-
customer?



Q. Which visitor types?

Where
: Under Audience reports, Custom, Custom Variables

1
4
. Custom
reports
and
dashboards





Issues to consider and questions to ask
:

Are any custom reports setup, if so are there any for...



Q.
Different roles in business?



Q.
Overall business performance report for daily/weekly/monthly review?



Q.
Value generated through time?



Q.
Market performance?



Q.
Traffic sources?

Where
: In the
Customization

tab at the top of Google Analytics service. Dashboards in top left from

the

home page.

NB
. If you have been given access to a client’s GA Account via your own login you wont see Custom
Reports from other users. You will have to ask them to
share these.

1
5
. Custom Alerts

and
Intelligence Reports




Issues to consider and questions to ask
:

Are alerts setup for changes in traffic volume, search referrals or conversion?

Where
: Intelligence events from top left of Home selection


1
6
.
Testing

through
Google Experiments




Issues to consider and questions to ask
:



Q.
Are any experiments currently running
?



Q.
Which page types are they being used for? Are there other pages they could be used?


Where
:
Under Behaviour, Experiments option
.