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Stop reporting on rubbish! 10 ways to fix your Analytics data - #LeedsLovesSearch
The document outlines strategies to improve analytics data accuracy, emphasizing the importance of proper tracking and data management. It presents ten actionable fixes for common analytics issues, including ensuring tracking codes are placed correctly, implementing UTM parameters for social media, and reviewing goals during website migrations. Each fix is supported by relevant resources for further guidance.
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Stop reporting on rubbish! 10 ways to fix your Analytics data - #LeedsLovesSearch
- 1. @ejbarnes89#LeedsLovesSearch Stop Reporting onRubbish! 10 ways to fix your Analytics data #LEEDSLOVESSEARCH
- 2. @ejbarnes89#LeedsLovesSearch Me IRL I’m theother Emma I like graphs and drawing at networking events This is not a talk about Digital PR
- 3. @ejbarnes89#LeedsLovesSearch “It is acapital 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 thisslide from Craig Sullivan it’s really good https://www.slideshare.net/sullivac
- 5. @ejbarnes89#LeedsLovesSearch Send you allhome with a list of actionable Google Analytics fixes to make your reporting better M I S S I O N
- 6.
- 7. @ejbarnes89#LeedsLovesSearch DATASET 1 Source: comScore BlogVisitors are way down!
- 8. @ejbarnes89#LeedsLovesSearch ANALYSIS 1 That’s notnormal… looks like tracking broke.
- 9. @ejbarnes89#LeedsLovesSearch Put your analyticsor 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 FI 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 Homepagetracking code is broken…
- 14. @ejbarnes89#LeedsLovesSearch ANALYSIS 3a Source: comScore Westarted 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 IX 3 https://www.youtube.com/watch?v=XfPx4Sus_CY
- 17. @ejbarnes89#LeedsLovesSearch DATASET 4 Source: comScore SocialMedia doesn’t really contribute to website visitors
- 18. @ejbarnes89#LeedsLovesSearch ANALYSIS 4 Source: comScore Wearen’t tagging our social media posts
- 19. @ejbarnes89#LeedsLovesSearch Use UTM Parametersto 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’reat about 100K referrals/week
- 21. @ejbarnes89#LeedsLovesSearch ANALYSIS 5 Source: comScore Alot of them are organic traffic being misattributed
- 22. @ejbarnes89#LeedsLovesSearch Use Custom SearchEngines 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 Nogoals = 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.
- 27. @ejbarnes89#LeedsLovesSearch ANALYSIS 7 Source: comScore Sometransactions are duplicated. We are making ££
- 28. @ejbarnes89#LeedsLovesSearch Review ecommerce trackingand 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 Referralsare converting really well
- 30. @ejbarnes89#LeedsLovesSearch ANALYSIS 8a Source: comScore Ourpayment provider is being counted as a referrer
- 31.
- 32. @ejbarnes89#LeedsLovesSearch Implement cross domaintracking 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.
- 34. @ejbarnes89#LeedsLovesSearch ANALYSIS 9b Source: comScore Did/course-option get 119K or 84K views?
- 35.
- 36. @ejbarnes89#LeedsLovesSearch Use filters andquery 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 Lowbounce rate, guess people were really engaged that day?
- 38. @ejbarnes89#LeedsLovesSearch ANALYSIS 10 Source: comScore Myevents were firing way more often than usual.
- 39. @ejbarnes89#LeedsLovesSearch Ensure events arebeing 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.
Editor's Notes
- #10 MAKE SURE TRACKING IS ON YOUR CAMPAIGN PAGES! This is very important for reporting AND you can’t enter awards without it!
- #13 I once had a call with a client where I highlighted that one of their core landing pages was “404ing” TURNS OUT it lived on a subdomain I didn’t know existed and I assumed I was looking at data for the www website. Making assumptions can be dangerous!
- #17 This is a little known feature that can save massive headache and “why did this happen” “what do we do on Nov 23?”
- #20 We’ve fixed this now. UTM tagging helps your marketing be attributed correctly. Very important for PPC as without it, it gets attributed to organic.
- #23 This applies to LOADS of search engines including duckduckgo, yahoo, Google on Android, you’re losing out on your true SEO traffic value to “Referrer”
- #25 Hands up if you’ve done a site migration.
- #26 There are a lot of potential pitfalls regarding site migrations including losing real traffic and real revenue, at least see if you can maintain your tracking as best as possible.
- #29 Remember, web analytics data isn’t a perfect science, but you can make it as good as possible by fixing errors like this.
- #33 If you do not fix this, your campaign will look at though it does not get many conversions as they will be mis attributed to a payment provider or your own website.
- #37 If you can read your data quicker, that means less data manipulation, that means less time doing reporting and more time doing your job.
- #40 Event Tracking is very useful to understand what someone is doing on your website, but understand how reporting metrics may be affected if you add this.