256-270-4040 smith@analytictag.com

Google Analytics Setup Architecture for Small Business

If you’re not certain as to the Google Analytics option that is right for your business – contact us, we’ll walk you through the best choice for you.   You have three to choose from: Analytics for Mobile Apps, Analytics Premium, and Analytics Standard (also known as “Universal Analytics”).

Whether you want to improve your site performance or marketing spend, drive more visitors or boost sales, seeing your 360-degree web traffic will help you identify new opportunities – and it’s critical that you have Google Analytics tightly structured for your business.   Below are the 7 Key areas we optimize in setting up your Google Analytics account.

1 For every property (website, landing page, or app) we create  3 Views minimum. A view is a unique perspective of data from a parent property and the recommendations are to have an Unfiltered (all your data, no filters), a Master View or Reporting View (where you apply your filters and create marketing reports to get insights on your data) and then a Testing View (where you can test out configurations, like new filters, before you implement them into your reporting view).


2 We set up a standard set of filters to make sure the data is valid:

  • Filter 1- exclude company/ staff data: as Google tracks every visitor, there are some you may not want to track, such as visits from staff, and perhaps your agencies.
  • Filter 2- exclude SPAM: sites are seeing a rise in SPAM or Ghost Traffic to their site, adding a filter to exclude sources you know are SPAM eg free-social-buttons, 100dollars-seo etc. can help bring your reporting numbers back in order.
  • Filter 3- only allow your site to collect GA data: you may be surprised to hear that SPAM sites or 3rd party sites could send data to your account. Adding a filter to tell Google to only include data from your website will stop this.


3 They core of any Google Analytics Setup Architecture for Small Business should align your website with your business objectives;  Even for a basic website, you can have goals for newsletter sign ups, or an event goal for people scrolling through blog content, watching a video, or downloading a PDF. Split your goals to Macro (the big ones) and Micro (the little conversions that happen before someone hits the big one).   We also like to make sure you add values to your micro conversions, how much is an email address worth to the business, or a PDF download?


4 Events can give you a information about additional activities that happen on your website which are not tracked by the standard GA code. There is also a benefit to reduce your bounce rate.   What if the user downloaded a PDF, added to a basket, played a video, shared on social media, printed the page? If you tracked them as Events, you not only tell Google that there was a meaningful interaction (just not on another page) and you get insights into what users are doing on your website.


5 In order to get insights, you need to segment your data to see context. Google gives you default segments such as Direct Traffic, Search Traffic, Mobile Traffic but you can also create your own custom segments to answer your questions. For example, you could create a segment to ask how users from a country or city, that came from a particular campaign on a mobile device performed, did they spend more than people who came from desktop?   We want to learn what’s important for you to know – and will set up your account accordingly.


6 Considered in any Google Analytics Setup Architecture for Small Business should be “Remarketing”.  Even if you don’t think you will be using Remarketing for a while, it is worth setting up and building your lists now, that way you have the data ready for any campaigns you may do in the future. It is really simple to do, you can get ideas and import from the Google Analytics Solution Gallery, or use the Segments you created. My tip here is to get creative. It doesn’t just have to be people who didn’t end up buying your product, it could be people who downloaded a pdf, or visited key product pages for a set amount of time, as well as people who arrived from campaign sources, or destinations, lots of options for any website owner to think about.


7 It is likely that your buyers travel through different channels and each has an impact on your conversions. The Multi-Channel Funnel reports lets you see how your marketing channels work together, and with the Assisted Conversions report you can see how may interactions each marketing channel initiated, assisted and completed.  When reporting on the revenue of each channel, include assisted conversions. For example, if social media is a channel users interact with in the early stages but not as a final conversion step, your reports could show a low revenue, but seeing how social initiated conversions you can validate the importance of the channel.  When it comes to your Attribution models, Google Anlaytic’s defaults to a Last Click or Impression Model.   With any Google Analytics Setup Architecture for Small Business you should be mindful there are a few options for you to choose from such as First Click, Linear, Position Based, Time Decay and Last non Direct Click Model. It is worth exploring the different types of Attribution Models for your business. There is no perfect model, it will depend on your business, your strategy and your customers.  We will give you an overview of the pros and cons of each relative to your business model.


We offer a free consultation, to learn more about Google Analytics Setup Architecture for Small Business for your site, give us a call:  (1) 256-270-4040 or Skype:  lance.smith169