An Every Day GA Audit
Future Insight Analytics Ltd.
Typical GA Project Stages
•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
•Propose further opportunities e.g. GTM, event tracking, custom reports, training
–Which settings in the internal system configuration affect information presented?
Spotting Reporting Anomalies
–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
•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)
•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?
•Is your client collecting personally identifiable information (PII)?
Which settings in the internal system configuration affect information presented?
•Is the tracking on every page?
•Is it up-to-date?
•Do they currently have customised code e.g.
–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?
–Staff IP / network excluded
–Staging site removed
–Only staging site traffic
–Temporary view for testing use during Audit
•Which filters are already applied and what is their current impact?
–Search and replace?
•Which filters could they be using?
–Staff IP exclusions
–Change multiple home pages
–Add hostname to URI
–Only include main domain
Time Zone & Currency
–Often accidentally set to Pacific
•Is the currency set correctly?
–Does the site process sales in multiple currencies?
•Is E-Commerce enabled in Admin for shopping sites?
•Has Ecommerce tracking been placed on site pages or setup in GTM?
•Has traffic from known bots been filtered?
–Based on list compiled by Internet Advertising Bureau (www.iab.net/1418/spiders)
•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.
Search Engine Optimisation
•Has Google Webmaster Tools been setup?
•Has Google Webmaster Tools been linked to GA?
•Has Adwords been linked?
•If necessary, is cost setting applied?
•Has Doubleclick been enabled to allow Demographic and Interest reports in Google Analytics?
•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?
•Are the goals relevant?
•Can you split out engagement goals into a new view?
•Do the goals verify?
•Do you have the following appearing in your referrer report?
–Your own site?
•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?
Screaming Frog SEO Spider
–Used to identify presence of tracking code on pages across site
•Virtual Page Names
–Used to identify server redirects
GA Real Time Report
–Is the data appearing in real time as you expect?
Google Tag Assistant
•Google Tag Assistant
–Is the tag reporting any issues with GA or GTM tracking?
•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
Future Insight Analytics Ltd.