How To Destroy Your Google Analytics Implementation

  • 1,348 views
Uploaded on

Presented at the Measurecamp conference, this presentation looks at 15 ways that you can destroy the valuable data going into Google Analytics

Presented at the Measurecamp conference, this presentation looks at 15 ways that you can destroy the valuable data going into Google Analytics

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,348
On Slideshare
0
From Embeds
0
Number of Embeds
5

Actions

Shares
Downloads
7
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 10 or more ways to destroy your Google Analytics implementation Charles Meaden Digital Nation
  • 2. 30 seconds about me • Founder of Digital Nation • Been using web analytics in one form or another for 18 years • Using Google Analytics since it was launced
  • 3. A lesson from my first boss. •Shit in •Shit out
  • 4. We shouldn’t be having this talk • If everyone associated with web analytics on a project did their job properly • So who’s to blame – Marketing folk who don’t ‘have the time’ to write a proper brief – Developers who are too arrogant to follow instructions and do it in their own way – Analysts who don’t carry out sufficient QA on work they have briefed in
  • 5. Why do mistakes happen  Lack of knowledge prevents sites from tagged correctly  Organisations don’t truly value the data from their tools and won’t commit sufficient budgets to getting them setup correctly  Agencies who claim ‘expert’ knowledge of analytics yet don’t even exclude the IP address of the client  Not enough attention being paid to analytics, so mistakes are not spotted for weeks or months
  • 6. You can help • If there is anything I’ve missed let me know and I’ll add it to this deck • Get hold of me via – charles@digitalnation.co.uk – @charlesmeaden
  • 7. Tags Missing From Pages Consequence • Pages not being recorded at all • Self referrals from your own domain name • Incorrectly recorded landing pages How to spot • Use custom filters in Screaming Frog to search the UA code on the page Fix • Maintain a list of all page types and monitor on a regular basis – Intelligence Events will give you an early warning
  • 8. Too Many GA Tags Consequence • Your bounce rate drops to zero • Multiple sets of data running around your organisation How to spot • Use either HTTPFox or GA Debug to see which tags are being fired • If using Wordpress or CMS check which plugins are being used Fix • Hunt through the source code till you’ve find them and work out which one can go
  • 9. Set Domain Name Not Set Or Misconfigured Consequence • Traffic from other sites can appear in your domain • Visits from blog.yourdomainname.com come in as separate visits How to spot • Pages start appearing that don’t belong to your site • Your subdomains appear as referrers Fix • Add the setdomainname into the your GA code
  • 10. Forgetting to exclude yourself / client / employees Consequence • Inflated visitor figures • Inflated conversion rates from all those tests you run How to spot • Look and see in Audience > Technology > Networks for large amounts of traffic from one network • Large visitor numbers from countries outside your target market Fix • Use a filter to exclude all known static IP addresses • If on a dynamic IP, set a cookie to fill the User Defined slot and exclude against this
  • 11. Excluding Browser Bots Consequence • Inflated visitor figures • Distorted metric How to spot • High levels of direct traffic with 100% bounce rate • Look and see in Audience > Technology > Networks for large amounts of traffic from one network • Visits coming from Mozilla User Agent Fix • Use a filter to exclude IP address and networks
  • 12. Not QA’ing Code in the Browser Consequence • Data either not recorded or wrong • If not spotted in time, long term data quality issues • People stop trusting the data How to spot • Immediate drops in data • Look for code wrapped in comment tags or no code at all Fix • Have a test GA account that simulates the standard account
  • 13. Losing UTM & Gclid Codes Due To Redirects Consequence • Marketing information not correctly recorded • Increase in direct traffic How to spot • Direct traffic is far higher than you’d expect • Missing medium and sources • Use HTTPFox to analyse the redirects and see what gets stripped out Fix • Discuss with your developers the most efficient way of developing the redirects that handle the codes
  • 14. Not Linking Adwords to Analytics Consequence • All Adwords traffic is reported as organic • Lose your Matched Search Query report How to spot • Nothing reported in the Adwords section Fix • Link Adwords to Analytics
  • 15. Not Tagging Email Campaigns Consequence • Visits appear as referrals from webmail accounts or direct • Lose the ability to provide detailed email reports How to spot • Referrals reports contains traffic from domains such as mail.yahoo, mail.live.com Fix • Talk to your ESP about the most effective way to tag your pages
  • 16. Events Being Fired on Page Load Consequence • Drops the bounce rate to zero How to spot • Use HTTPFox or GADebug to see what is being sent back to Google and what is firing the event Fix • Set the event to be a non-interaction event
  • 17. Events Being Fired on Page Load Consequence • Drops the bounce rate to zero How to spot • Use HTTPFox or GADebug to see what is being sent back to Google and what is firing the event Fix • Set the event to be a non-interaction event
  • 18. None or One Thank You Page for All Forms Consequence • Incorrect Goal information How to spot • Goals have almost identical conversion rates Fix • Create separate thank you pages • Set the pageview element to record a distinct name for each form
  • 19. Goals Not Defined Tightly Enough Consequence • Incorrect conversion rates How to spot • Funnels that don’t look right – i.e bulge in the middle Fix • Use regex to tightly define goals • Test, Test and Test again
  • 20. Session Id’s Not Filtered Out Consequence • Increase the number of unique page names and running into Google limits How to spot • 1000’s of combinations of the same name Fix • Exclude specific variables in the admin section • Use a search and replace filter to exclude
  • 21. Site Search Not Implemented Consequence • Searches just recorded as page views • Can’t use the Site Search tools to segment How to spot • The Content > Site Section is empty Fix • Look at URL’s to determine where the query string is – http://www.example.com/search?controller=search&search_query=zoo • Set up site search in the Google Analytics Admin section
  • 22. Zero Search Results Not Tracked Consequence • You don’t know which search terms failed to produce zero results How to spot • You can’t as you’re not tracking them Fix • Modify your search results URL to include a phrase such as noresults – http://www.example.com/search?controller=search&search_query=noresults:zoo • Change the trackpageview element in the code on the zero results page to capture the search term
  • 23. Z
  • 24. Thank You • Craig Sullivan • Hugh Gage • Philip Holloway • Paul Cook • Micheal Hayes • Diego Marquinez
  • 25. One More Thank You http://www.justgiving.com/charlesmeaden