Nikki rae Google Analytics Audit at BrightonSEO
-
Upload
analyticstraining -
Category
Data & Analytics
-
view
528 -
download
5
description
Transcript of Nikki rae Google Analytics Audit at BrightonSEO
An Every Day GA Audit
Nikki Rae Future Insight Analytics Ltd.
www.futureinsightanalytics.com [email protected]
@analyticsgirl
Typical GA Project Stages
Initiation
Analysis
Design
Implementation
Testing
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
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
Checking Set-Up
• Internal
– Which settings in the internal system configuration affect information presented?
Spotting Reporting Anomalies
• External
– Which internet-related activities/ anomalies are impacting the incoming data?
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)
ACCOUNT SECURITY Future Insight Analytics
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?
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)?
INTERNAL Future Insight Analytics
Checking Set-Up
Which settings in the internal system configuration affect information presented?
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?
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
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
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?
Ecommerce
• Is E-Commerce enabled in Admin for shopping sites?
• Has Ecommerce tracking been placed on site pages or setup in GTM?
Bot Filtering
• Has traffic from known bots been filtered?
– Based on list compiled by Internet Advertising Bureau (www.iab.net/1418/spiders)
Site Search
• Has site search been enabled in Admin?
• Have site categories been enabled in Admin?
Organic Search Sources
• Have any search engines been added to ‘Organic Search Sources’ in Admin?
Referral Exclusion List
• Have any referring Urls been added to referral exclusion list e.g.
– Clientsite.com
– Checkout.shopify.com
– Paypal.com
Search Engine Optimisation
• Has Google Webmaster Tools been setup?
• Has Google Webmaster Tools been linked to GA?
Adwords Linking
• Has Adwords been linked?
• If necessary, is cost setting applied?
DoubleClick Search
• Has Doubleclick been enabled to allow Demographic and Interest reports in Google Analytics?
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?
?
Default Home Page
• Are there multiple instances of the home page e.g.
– /, default, home, index?
Goal Verification
• Are the goals relevant?
• Can you split out engagement goals into a new view?
• Do the goals verify?
EXTERNAL Future Insight Analytics
Spotting Reporting Anomalies
Which internet-related activities/ anomalies are impacting the incoming data?
Canonicalization
• Does the www and no dub version show in hostname report?
Notations
• Are Notations being used?
Referral Anomalies
• Do you have the following appearing in your referrer report?
– Webmail accounts?
– Your own site?
– Search engines?
Organic Anomalies
• Are you ranking for key terms that are not showing in SERPs?
– Untracked paid search
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?
TOOLS OF THE TRADE Future Insight Analytics
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
GA Real Time Report
• Real Time
– Is the data appearing in real time as you expect? • Page names?
• Traffic Sources?
• Goals
• Events
Google Tag Assistant
• Google Tag Assistant
– Is the tag reporting any issues with GA or GTM tracking?
POST AUDIT Future Insight Analytics
• Proposed fixes
• Opportunities for upgrade
• Opportunities for goal tracking / advanced segments
• Opportunities for customised coding / reporting
• Implementation of GTM
TAKE AWAYS Future Insight Analytics
• 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
Thank You
Nikki Rae Future Insight Analytics Ltd.
www.futureinsightanalytics.com [email protected]
@analyticsgirl