Nikki rae Google Analytics Audit at BrightonSEO
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![Page 1: Nikki rae Google Analytics Audit at BrightonSEO](https://reader034.fdocuments.in/reader034/viewer/2022051312/547cedc8b47959bb508b47df/html5/thumbnails/1.jpg)
An Every Day GA Audit
Nikki Rae Future Insight Analytics Ltd.
www.futureinsightanalytics.com [email protected]
@analyticsgirl
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Typical GA Project Stages
Initiation
Analysis
Design
Implementation
Testing
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Todays Outcome
• Help you identify questions to ask of Google Analytics?
• Guide you to some answers
• Help you to build a fuller proposal
– Easier to cost the project
– Easier to find the dependencies
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Where does Audit fit in?
• Understand the business problem
• Understand ability / knowledge of client organisation
• Specify issues
• Specify tasks
• Write recommendations
• Propose further opportunities e.g. GTM, event tracking, custom reports, training
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Checking Set-Up
• Internal
– Which settings in the internal system configuration affect information presented?
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Spotting Reporting Anomalies
• External
– Which internet-related activities/ anomalies are impacting the incoming data?
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Immediate To Do’s!
• Gain at least ‘read and analyse and edit’ access to the account
• Set up a Client – Raw view
• Setup your own temporary – Main View (exact copy of clients)
– Test View (test you’re theories, add filters etc.)
– Raw View (to build, if necessary, into a new main report for the client)
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ACCOUNT SECURITY Future Insight Analytics
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Users
• Have all ex-employees / agencies been removed from User Management?
• Do all Edit level users need to have that facility?
• Do staff have their own logins to GA?
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GA Terms and Conditions
• Does your client have a cookie notification upon first entry to their site?
• Does your client have a privacy policy?
• Is your client collecting personally identifiable information (PII)?
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INTERNAL Future Insight Analytics
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Checking Set-Up
Which settings in the internal system configuration affect information presented?
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Tracking Code
• Is the tracking on every page?
• Is it up-to-date?
• Do they currently have customised code e.g. – Event tracking?
– Custom Variables?
– Virtual Page Names?
• Are they tracking across multiple domains?
• Are they / could they be using Google Tag Manager?
• Are they using any other tag management solutions?
• Are they using any other tags across the site?
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Views (profiles)
• Main – Reporting profile – Staff IP / network excluded – Staging site removed
• Test – Only staging site traffic
• Audit Test – Temporary view for testing use during Audit
• Raw – GA out-of-the-box
• Mobile Views
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Filters
• Which filters are already applied and what is their current impact? – Search and replace? – IP Exclusion? – Advanced?
• Which filters could they be using? – Staff IP exclusions – Change multiple home pages – Add hostname to URI – Only include main domain – Lowercase
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Time Zone & Currency
• Time Zone
– Often accidentally set to Pacific
– Daylight saving?
• Is the currency set correctly?
– Does the site process sales in multiple currencies?
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Ecommerce
• Is E-Commerce enabled in Admin for shopping sites?
• Has Ecommerce tracking been placed on site pages or setup in GTM?
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Bot Filtering
• Has traffic from known bots been filtered?
– Based on list compiled by Internet Advertising Bureau (www.iab.net/1418/spiders)
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Site Search
• Has site search been enabled in Admin?
• Have site categories been enabled in Admin?
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Organic Search Sources
• Have any search engines been added to ‘Organic Search Sources’ in Admin?
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Referral Exclusion List
• Have any referring Urls been added to referral exclusion list e.g.
– Clientsite.com
– Checkout.shopify.com
– Paypal.com
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Search Engine Optimisation
• Has Google Webmaster Tools been setup?
• Has Google Webmaster Tools been linked to GA?
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Adwords Linking
• Has Adwords been linked?
• If necessary, is cost setting applied?
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DoubleClick Search
• Has Doubleclick been enabled to allow Demographic and Interest reports in Google Analytics?
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Query Parameters
• Are there any set up (Admin area)? – Should they have been removed?
• Are there any in the Behaviour > Site Content > All Pages report? – Are they superfluous?
?
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Default Home Page
• Are there multiple instances of the home page e.g.
– /, default, home, index?
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Goal Verification
• Are the goals relevant?
• Can you split out engagement goals into a new view?
• Do the goals verify?
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EXTERNAL Future Insight Analytics
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Spotting Reporting Anomalies
Which internet-related activities/ anomalies are impacting the incoming data?
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Canonicalization
• Does the www and no dub version show in hostname report?
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Notations
• Are Notations being used?
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Referral Anomalies
• Do you have the following appearing in your referrer report?
– Webmail accounts?
– Your own site?
– Search engines?
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Organic Anomalies
• Are you ranking for key terms that are not showing in SERPs?
– Untracked paid search
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Direct Search Anomalies
• Vast range of direct landing pages
• Large spikes in direct traffic
– At same time as email campaigns
– At same time as social campaigns
• Does client have apps?
• Has client had any redirects put in place?
• Does client have links within non-html brochures?
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TOOLS OF THE TRADE Future Insight Analytics
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Screaming Frog SEO Spider
• Screaming Frog
– Used to identify presence of tracking code on pages across site
• UA code
• Event Tracking
• Custom Variables
• Virtual Page Names
– Used to identify server redirects
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GA Real Time Report
• Real Time
– Is the data appearing in real time as you expect? • Page names?
• Traffic Sources?
• Goals
• Events
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Google Tag Assistant
• Google Tag Assistant
– Is the tag reporting any issues with GA or GTM tracking?
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POST AUDIT Future Insight Analytics
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• Proposed fixes
• Opportunities for upgrade
• Opportunities for goal tracking / advanced segments
• Opportunities for customised coding / reporting
• Implementation of GTM
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TAKE AWAYS Future Insight Analytics
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• Always start a project with a new client with an Audit
• Always setup your own temporary test views for the Audit
• Always use an Audit as a base for a fuller proposal
• Always check internal GA configuration plus check reporting anomalies
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Thank You
Nikki Rae Future Insight Analytics Ltd.
www.futureinsightanalytics.com [email protected]
@analyticsgirl