256-270-4040 smith@analytictag.com

Google Analytics Audit for Small Business

We will evaluate your website – its architecture, customer interface, and transaction methods – and review your requirements.   We will ensure you get full value from Google Analytics by helping you:

  • assess what you should be tracking and reporting on,
  • interpret the reports and
  • determine actions based on insights.

Our Google Analytics Audit for Small Business process will guide you through the development of a strategic plan, and the identification of website goals and related Key Performance Indicators (KPIs).   We will then make certain the identified metrics (KPIs) are tracked and will help you interpret and react to those results.

Google Analytics Audit for Small Business 13 Point Check List

1  Google Analytics Code on the Site:   Whether the Google Analytics implementation is done directly or via Google Tag Manager, we make sure that it’s present on all pages of your site.

2  Check your source/medium data for an unusual percentage of self-referrals, which indicates that traffic from your own domain is being counted as outside referral traffic.

3  Next, make sure all relevant events are being tracked, such as when someone adds an item to their wishlist, submits a form or signs up for an account. It is not enough to just track and report on purchases, as there are plenty of other pre-purchase goals to consider.

4  Check for Same Version of the GA Code.  We make sure to have the same version of the code across the entire site. We’ve had situations where a larger site is divided into many sections, and sometimes these are run by completely separate departments, resulting in one part of the site having Classic GA code, while the rest has migrated to the Universal GA.

5  Check for Double-Tracking.  The easiest way to spot double-tracking is to check your bounce rate report – overall and broken down by landing page.   When double-tracking is occurring, the bounce rate is usually less than 2-3 percent, so it’s easy to spot.

6  Check for Hostnames.  Check the Network -> Hostnames report for hostnames that shouldn’t be there. Since the report identifies which domains your Google Analytics is executed we make sure to remove the code from any domains that it shouldn’t be on or exclude that traffic via a view filter.

7  Site Search.  We make sure to set up site search tracking if your site has an internal search feature. It’s quick and easy to do in most cases and it comes with great benefits.

8  View Filters.  We look for conflicting or badly configured view filters.

9  Advertising Campaign Tracking. It’s important to ensure that all traffic sources that are under the control of the site owner are tagged with UTM campaign tracking tags.

10  Ensure Goals and Funnels Are Set Up Correctly.  Each of your sites should have at least one macro goal and a couple of micro goals. An example of a macro goal would be the completion of a purchase or lead form. An example of a micro goal would be adding a product to the cart, signing up for a newsletter, engaging with live chat, our Google Analytics Audit for Small Business includes advising on effective tactics at this step.

11  Payment Gateway Referrals.  In many cases, a payment gateway, such as Paypal, is set up in a way that causes traffic coming back to the site to start new sessions with a referral – the domain of the payment gateway, e.g. paypal.com.  You don’t want that to happen because payment gateway referrals keep you from seeing the real domain behind that sale.    To tell if payment gateway referrals are a problem for your analytics setup, review your traffic sources by the number of transactions, then descending order, and then check if your payment gateway appears in the list as a source of transactions.   If it does, the best course of action is to add it to the referral exclusion list in the property-level settings screen.

12  Basic Ecommerce Tracking.  The most important and basic things you should be looking for are the number of orders, number of items sold and revenue, and how well they match backend data. Small (1-2 percent) discrepancies are tolerable and sometimes unavoidable.   Also, we make sure your cart backend data and Google Analytics share the same time zone.   You’ll want to compare all orders received, both as seen in GA as well as your cart backend, not just the ones you fulfilled successfully.

13  Enhanced Ecommerce Tracking.  If you have a simple enough e-shop or there are no plugins available, then you may be satisfied with just the basics. Otherwise, I’d recommend considering enhanced ecommerce tracking, which gives you so much more insights, including product impressions, clicks, checkout funnel performance, internal promotions performance and even refunds tracking.  Auditing enhanced ecommerce is quite tricky simply because it is so complex and it permeates the entire site.

Contact us at (t) 256-270-4040 or  Skype lance.smith169 to discuss Google Analytics Audit for Small Business