Are you using your #analytics correctly?

Are you using your #analytics correctly?

When was the last time you audited your website’s analysis to make sure it was set up correctly?

We perform numerous audits for companies (SEO, website, competition analysis, etc.) and we have found that problems with analysis are very common.

  website analysis

Here are some of the typical problems you should encounter when performing a web analysis audit for your website.

1. Google Search Console not set

When Google crawls your website to index it, it will provide you with a report which can be found in Google Search Console .

This is an essential report because it will provide you with information about the search traffic and the performance of your site and lists all the problems encountered by Google when indexing your pages.

  Google search console

Google Search Console is easy to set up. The first thing you need to do is to join GSC using your Google account and then add your website (Google calls this “property”).

You will have the option to choose whether to monitor the entire domain or only parts of it with a specific address.

Next, you’ll need to prove that you own your website, and the default option offered by Google Search Console is verification through your domain name provider.

As you can see from the screenshot below, this is a fairly simple process. Select your DNS provider from the drop-down menu, log in to your host and copy the DNS TXT code into the DNS configuration of your site.

After that, just hit “Verify” and you should be ready!

  domain verification

Now that you have verified your website, you should link Search Console to your Google Analytics account, allowing these two accounts to share data, for example you will see Search Console data in the Analytics reports. [19659002] From your search console dashboard, click on the property name and select “Google Analytics Property” from the drop-down menu, choose the appropriate property and press Save.

2. Website Analytics Property

When you configure Google Analytics, you will have the following structure: Account → Properties → View.

  Google Analytics Property

Account – This is the general account for your analysis.

Properties – An account can have one or more properties. For example, if you had a website you would have an account and a property. If you had 2 websites all belonging to the same company, you would have 1 account and 2 properties.

View – This is a filtered view of the analysis data for a property. For example, you just want to see the social media activity report for your website.

Very often if you are working with an agency, their account will be set up and for each website that will manage them they will add as property.

This means that you are not the owner of the account and if you decide to leave this agency they may not give you access to your analyzes.

So …

… marks that you are the owner of the account! [19659002] If you are in a situation where the agency owns the account, you can transfer it to you.

What you need to do is create a new account and grant the agency temporary authorization for the administrator. Then get the agency to transfer ownership to the new account.

You can now remove their administrator permission !!

When you set up your analysis, who set up your account?

3. Don’t set up Google Tag Manager

Google Tag Manager is an extremely useful tool because it provides an easy way to manage all the marketing and analysis tags you need to add to your website.

Doing it without Tag Manager is a bit of a hassle and you can easily lose track of the tags you’ve added.

Here are some sample tags that you can add to your site:

  • Facebook tracking pixels
  • Google Analytics tags
  • Website tracking software, e.g. heatmaps

If you do it manually, you’ll need to get a tracking code and copy it to every page of your website you want to track.

The best approach is to set up Google Tag Manager and simply add the Tag Manager code to your website.

Now that it’s set up, you can use Google Tag Manager to manage all of this in the future.

only part of the reason. Using Google Tag Manager gives you the ability to do much more advanced things with your analysis.

See our article for detailed instructions on how to set up and use Google Tag Manager .

4. Don’t set goal tracking

When we work with companies to set website goals, we always advise them to write some SMART goals first.





[19459090]] Timebound

For example, “I want to increase requests from my corporate booking page 10 to 15 by the end of 2020.”


When you have SM Is more easy to trace them in the analysis of the objectives of ART.

You can therefore keep track of how many requests come from that page.

But that’s not all …

… now it is possible to monitor where these requests come from – international visitor, social media visitor etc.

There are 4 types of goals in Google Analytics and here is an overview of each:

  google analytics goals

Our example goal is a target goal and you can learn how to set this and others types of goals in our article on Setting GA goals .

There are also more advanced goals that you can set, such as funnel goals and e-commerce goals.

Funnels are incredibly important if you want to be able to map and track every step your customers take on their path to conversion.

What Google Analytics provides when you set up a funnel goal

With a Destination goal, you can specify the path you expect visitors to your website to follow and this is called a funnel. When you specify the steps in the funnel (each step is a website page with its own URL) you will be able to track the conversion data in each step and see where visitors are leaving in the conversion funnel.

If a large percentage of visitors are abandoning a specific page, you should analyze it further to see what is driving the high exit rate for that funnel step.

You will see this data in your Goal Flow and Funnel reports and this is invaluable for optimizing funneling and ultimately increasing the conversion.

5. Excluding your IP address

If possible, you will need to exclude your IP address so that it is not tracked when you visit your website.

You don’t want to think about generating a lot of visitors when most of they are you! You can create a filter in Google Analytics to filter traffic from your IP address.

Here’s how:

Log in to your Google Analytics account and select “Admin.” From the menu on the left side of the screen. The administration page is divided into three columns with the settings for your account in the leftmost column, where you click on “All filters”.

  Google Analytics, excluding your IP address

Click on “add filter” next and you will see a form that you must fill in to create a filter. You will enter a name for the filter, leave the Filter Type as Default, select Exclude from the drop-down menu of the filter type, then go to the Select source drop-down menu and select traffic from IP addresses.

Then you have to enter your IP address in the text field and click Save and you’re done!

  google analytics filters

Note : A static IP address remains the same. A dynamic one changes constantly. If you have a dynamic IP address, you won’t be able to exclude it. You can check your IP on sites like, write it down, restart the router and check it again. If it has changed, you have a dynamic external IP address.

6. Setting up SPAM filters in GA

In our experience of working with companies, too many websites perform little or no data filtering in Google Analytics.

If you don’t set filters, you will have all kinds of false information combined with your real user data in GA reports. To avoid having a damaged view of your traffic, you need to filter spam. The first step is to locate spam domains in the referral traffic report and you will find it in Acquisition → All Traffic → Referrals.

So how do you know which of the referring domains is spam? Just look at the bounce rate: if a domain has a 100% bounce rate and an average session duration of 0:00:00, you are dealing with a spam domain! Create a list of all spam domains and go to Admin → All Filters → Add Filter (the same as to filter your IP address).

Next you will name your filter, select the “Custom” filter type, then enter the spam domains you want to filter in the Filter Pattern text box.

  types of Google analysis filters

If you want to insert multiple domains, use the following formula:

domain ./ domain .

After entering all the spam domains you want to block, scroll down to “Apply filter to views” and click “All website data” and click “Save”.

That’s all! You are now safe from spam domains and no longer have to worry about having an unrealistic view of your referral traffic data.

7. No backup view

No matter how good you are at managing your Google Analytics account, you need to have a backup view for the main view.

By creating copies, the original view will remain exactly the same and act as a reference point for the data you collect for that property, while you can add filters to duplicate views.

To copy a view, go to Admin and in the View column click on “View Settings”. From there, click “Copy View”, then give a name to the duplicate view and save it by clicking “Copy View”.

8. Don’t use UTM tags to track campaigns

If you share the same link on different social media platforms, email, etc. The only way to know which of these platforms has driven the most traffic is by adding UTM tags to the URL. Without UTM you will be in the dark and you will not know how to attribute traffic to the appropriate campaign.

Fortunately, this is incredibly easy to do with the help of Google Campaign URL Builder . This online tool allows you to add tags to the URL, making it easier to track the success of your campaigns in Google Analytics.

Here is the short form you will need to fill in:

  UTM tag, UTM URL Builder

After sharing the tagged links, Google will take a few days to collect the data. You will be able to monitor the performance of your campaigns in Google Analytics in Acquisition → Campaigns.

9. Don’t use free tools to verify GA configuration

We have already established that proper monitoring is the key to the success of any marketing campaign. We talked about the importance of adding and managing tags with Tag Manager, but how do you control your monitoring settings? How do you identify tracking errors?

There is a free Google Chrome extension called Tag Assistant which you can use to check all Google Analytics and Google Ads tags.

When installing the extension, you can access any web page and click on the Tag Assistant icon to see which tags are active on the site. You will also see if the tags have been installed correctly or if there are errors that need to be corrected.

  google tag assistant

10. Don’t use annotations

Let’s say you’re running a campaign and starting to see some traffic spikes. In a year, you won’t remember what caused this spike.

Unless …

… add annotations to your traffic graph in Google Analytics!

When you think about your reports, the annotations will help you understand why there was a spike (or a sudden drop) in traffic on a certain day.

There are two ways to add annotations:

1. From the traffic / public reports

  Google Analytics traffic report

2. From the administration screen → View column → Annotations.

11. How about linking the site search to GA?

Many companies for which we have carried out the analysis of web data analysis have not linked their Google Analytics account to the internal search of the site. And it’s mainly because they didn’t know how useful this is to understand what people are looking for on their website and how the search results fostered further involvement.

Here’s how to set it up. Go to the “View” column in the Administrator section in GA, click “View settings”, then set site search tracking to ON.

  Google Analytics site search settings

In the Query Parameter field that appears after enabling site search tracking, enter up to 5 words that designate the internal query parameters and separate them with commas like this: “term, search, query, keywords.”

  Query parameter

If your website allows users to search by category, you can enable this option so that you can view this information in GA reports. Optionally, you can also enter the category parameters you use on your site so that Analytics can identify the search categories most selected by users.


Proper configuration of Google Analytics is essential if you want to have a complete view of traffic, user behavior and user actions on your website.

Going to some common problems in the settings of GA, we showed you how to set up Google Analytics configuration to get the best possible data and then use it to optimize your website for more traffic, engagement and finally conversion.


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