1.
@ejbarnes89#LeedsLovesSearch
Stop Reporting on Rubbish!
10 ways to fix your Analytics data
#LEEDSLOVESSEARCH

2.
@ejbarnes89#LeedsLovesSearch
Me IRL
I’m the other Emma
I like graphs and drawing at networking events
This is not a talk about Digital PR

3.
@ejbarnes89#LeedsLovesSearch
“It is a capital mistake to theorize in
advance of the facts. Insensibly one
begins to twist facts to suit theories,
instead of theories to suit facts.”
Sherlock Holmes – A Scandal in Bohemia

4.
@ejbarnes89#LeedsLovesSearch
I stole this slide from Craig Sullivan it’s really good
https://www.slideshare.net/sullivac

5.
@ejbarnes89#LeedsLovesSearch
Send you all home with a list of
actionable Google Analytics fixes to
make your reporting better
M I S S I O N

6.
@ejbarnes89#LeedsLovesSearch

7.
@ejbarnes89#LeedsLovesSearch
DATASET 1
Source: comScore
Blog Visitors are way down!

8.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 1
That’s not normal… looks like tracking broke.

9.
@ejbarnes89#LeedsLovesSearch
Put your analytics or tag management
code on all pages of your website
F I X 1
https://support.google.com/analytics/answer/1008080?hl=en

10.
@ejbarnes89#LeedsLovesSearch
DATASET 2
Source: comScore
Cool, over 5K Homepage visitors

11.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 2
Source: comScore
Oh, it’s split across subdomains

12.
@ejbarnes89#LeedsLovesSearch
Implement Subdomain Tracking
F I X 2
http://www.lunametrics.com/blog/2016/08/11/subdomain-tracking-google-analytics/
https://support.google.com/analytics/answer/1012243?hl=en

13.
@ejbarnes89#LeedsLovesSearch
DATASET 3
Source: comScore
Homepage tracking code is broken…

14.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 3a
Source: comScore
We started recording it by its full URL

15.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 3b
Source: comScore
Combine “/” and “www.branded3.com” to see all data

16.
@ejbarnes89#LeedsLovesSearch
Use Annotations
F I X 3
https://www.youtube.com/watch?v=XfPx4Sus_CY

17.
@ejbarnes89#LeedsLovesSearch
DATASET 4
Source: comScore
Social Media doesn’t really contribute to website visitors

18.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 4
Source: comScore
We aren’t tagging our social media posts

19.
@ejbarnes89#LeedsLovesSearch
Use UTM Parameters to track
marketing campaigns
F I X 4
https://ga-dev-tools.appspot.com/campaign-url-builder/
https://chrome.google.com/webstore/detail/google-analytics-url-
buil/gaidpiakchgkapdgbnoglpnbccdepnpk?hl=en

20.
@ejbarnes89#LeedsLovesSearch
DATASET 5
Source: comScore
We’re at about 100K referrals/week

21.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 5
Source: comScore
A lot of them are organic traffic being misattributed

22.
@ejbarnes89#LeedsLovesSearch
Use Custom Search Engines and
Advanced filters to reassign organic
traffic filtering through to referral
F I X 5
https://www.branded3.com/blog/track-duckduckgo-organic-referrer-google-analytics/

23.
@ejbarnes89#LeedsLovesSearch
DATASET 6
Source: comScore
No goals = Broken contact form?

24.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 6
Source: comScore
SITE. MIGRATION. FORGOT. TO UPDATE. GOAL URLS!!

25.
@ejbarnes89#LeedsLovesSearch
Review all goals, filters, tags and code
when doing a website migration
F I X 6
https://www.branded3.com/blog/website-migration-guide-a-google-analytics-tag-manager-checklist/

26.
@ejbarnes89#LeedsLovesSearch
DATASET 7
Source: comScore
We are making £££

27.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 7
Source: comScore
Some transactions are duplicated.
We are making ££

28.
@ejbarnes89#LeedsLovesSearch
Review ecommerce tracking and
ensure transactions are not misfiring
or transaction IDs being recycled
F I X 7
http://www.lunametrics.com/blog/2014/07/07/duplicate-transactions/

29.
@ejbarnes89#LeedsLovesSearch
DATASET 8
Source: comScore
Referrals are converting really well

30.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 8a
Source: comScore
Our payment provider is being
counted as a referrer

31.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 8b
Source: comScore
And so are we…

32.
@ejbarnes89#LeedsLovesSearch
Implement cross domain tracking and
referral exclusion
F I X 8
https://support.google.com/analytics/answer/1034342?hl=en
https://support.google.com/analytics/answer/2795830?hl=en

33.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 9a
Source: comScore
i(pP)hone listed twice

34.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 9b
Source: comScore
Did /course-option get 119K or 84K views?

35.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 9c
Source: comScore
Facebook, seriously…

36.
@ejbarnes89#LeedsLovesSearch
Use filters and query parameter
exclusion to tidy data
F I X 9
https://support.google.com/analytics/answer/1033162?hl=en#PredefinedFilters
https://support.google.com/analytics/answer/1034834?hl=en
https://support.google.com/analytics/answer/1010249?hl=en

37.
@ejbarnes89#LeedsLovesSearch
DATASET 10
Source: comScore
Low bounce rate, guess people were
really engaged that day?

38.
@ejbarnes89#LeedsLovesSearch
ANALYSIS 10
Source: comScore
My events were firing way
more often than usual.

39.
@ejbarnes89#LeedsLovesSearch
Ensure events are being tracked as “non-
interaction” if they are passive (e.g. being bucketed
into a test, scrolling 0% or flipping their phone)
F I X 1 0
https://support.google.com/analytics/answer/1033068#NonInteractionEvents

40.
@ejbarnes89#LeedsLovesSearch
branded3.com/blog/category/analytics/
branded3.com/blog/author/emma-barnes/
OR
emma.barnes@branded3.com