Home » Media Audits » Analytics

Validate your Google Analytics or G4 implementation

Google Analytics is a tool businesses use to track the performance of their websites. However, when there is a misconfiguration in your analytics setup, you could be tracking flawed data which will skew your results and lead to poor decision-making. Indaru’s team of independent digital marketing specialists are equipped to thoroughly audit your Analytics account setup.

How your company can benefit from an analytics audit

To make sure the data you are scrutinizing is accurate and reliable, you need to focus on implementing the proper configuration and definitions first. The Google Analytics audit will then help you evaluate if your settings as well as the data results you’ve obtained are the most precise. That way, you can be sure that the numbers you’re looking at are correct, which is important for any business that relies on data to make decisions as it can help you avoid costly mistakes.

There are many benefits to conducting an audit, including:

Independent advice
Finding and fixing errors in your implementation
An audit can help identify errors in your Google Analytics or GA4 implementation, such as incorrect tracking code installation or misconfigured filters. Fixing these errors will improve the accuracy of your data and make sure that you are getting the most out of Google Analytics or GA4.
Digital Strategy
Ensuring that all key features are being used
A comprehensive audit will check that all of the key features of Google Analytics are being used correctly and effectively. This includes ensuring that events and parameters are correctly set-up, eCommerce tracking is properly configured when applicable and custom dimensions and metrics are being utilized.
Digital Strategy
Optimizing your configuration for better results
An experienced auditor will be able to review your current Google Analytics configuration and provide recommendations on how it could be improved. This might include changes to how data is collected, processed, or reported on, as well as suggestions for new features or tools to use.
Digital Strategy
Training staff on best practices
If you have staff members who work with Google Analytics data regularly (such as digital marketing or web analysts), an audit can help identify any training needs they might have. The auditor can offer the team guidance on developing an effective optimisation routine as well as offer tips on best practices for data analysis.
Google Analytics can help you avoid costly mistakes.

Our Google Analytics audit checklist

If you manage a website, you likely use Google Analytics to track your site’s traffic and performance. Google Analytics is an incredibly powerful tool, but it’s also complex to set it up correctly. That’s why it’s important to audit your Google Analytics data.

This checklist includes some example checks that we could perform:

1. Account structure

Your Analytics account structure will depend on a number of factors such as how many websites you need to collect data from and the structure of your business itself (e.g. regional divisions, product lines). This will determine how many properties you need to set up and how many data streams. For example, if you have multiple websites linked to your business, you will set up one Google Analytics account, a property for each site and data streams for each site. In this way, you can segment your data per brand while also being able to have an overview of the big picture to make top-level decisions.

2. Connection with Google Tag manager

We will check to see if your website is connected with Google Tag Manager (GTM). GTM is a valuable tool that can help you manage your Google Analytics event tracking tags and other tracking code. If your site is not connected with GTM, you may be missing out on important event data. We will use Google Tag Assistant to check that every tag and trigger is firing correctly.

3. Ensure that your filters are applied correctly

Filters can help you to segment your data in order to better understand which areas of your site are performing well and which need improvement. Filters are used to exclude certain data from views so you are only focusing on a specific aspect of your campaign. If these are incorrectly set up, data integrity can be affected.

4. User access

There are six levels of access:

    1. View – able to view reports and account settings
    2. Analyst – able to create dashboards in addition to the same priveledges as viewers
    3. Marketer – same as above in addition to editing audiences, events, conversions and attribution models
    4. Editor – can edit all account data and account settings other than manage user roles
    5. Administrator – full access and control of the entire account
    6. No access

Additionally, you can give access at the account level or property level, so if you have different people handling each property, you don’t have to give them access to the full account. It is important to only give users the level of access they need to do their job, so as to keep the various roles separate and ensure your data and confidential information is secure.

5. Check for unwanted referral traffic

Referral traffic can skew your data and make it difficult to interpret. We will check for referral traffic by looking for unusual spikes in traffic from specific referrers such as payment processors like PayPal or a CRM form that redirects back to your website such as Zoho.

6. Check cross-domain tracking

Nowadays, many companies use subdomains to set up their eCommerce store or blog separate to their main website in order to generate backlinks to their domain. This can make tracking sessions tricky, however cross-domain tracking enables you to link your domains and/or subdomains so if a user starts on your main website and ends up on your separate shop domain, this will still be tracked as a single session. We will ensure your cross-domain measurement has been correctly configured to reflect accurate user data.

7. Filter bot traffic

Bot traffic and internal traffic can skew your Google Analytics data and give you a false sense of how your website is performing. We ensure you are filtering out bot traffic and internal traffic to give you a more accurate picture of your reach and CTR.

8. UTM implementation

Google Analytics campaign tags allow you to track your campaign performance. By adding UTMs to your campaign assets, you can see what sources (e.g. social media ads, email campaigns and digital assets like a PDF or press release) are sending traffic to your site and how those users interact with your site.

9. Events tracking

Google Analytics allows you to track specific user actions on your website or app. For example, an event might be defined as a user completing a purchase, signing up for a newsletter or filling out a contact form. By tracking events, you can better understand which areas of your site or app are driving conversions and which need improvement. We will also check your modified and custom events have been correctly configured.

10. Conversion analysis

We will check those events that are considered a conversion have been marked as a conversion event. Additionally, we will ensure your conversion reports have been correctly set up to reflect the correct event data.

11. eCommerce settings

If you sell products or services online, it’s important for us to ensure that your Google Analytics eCommerce tracking is set up correctly. eCommerce tracking allows you to see valuable data such as how much revenue your website generates, what items are being purchased and where your customers are churning.

12. Google marketing platform linking

Linking Google Analytics 4 (GA4) with other Google Marketing Platform (GMP) tools is an important step for marketers to get the most out of their analytics data. By connecting GA4 to other GMP tools, marketers can gain insights on customer behavior and identify opportunities for improvement across the entire marketing funnel. Connecting GA4 to GMP tools such as Google Ads, Display & Video 360, and Optimize allows marketers to gain a holistic view of the customer journey. For example, by linking GA4 to Google Ads, marketers can see how their ads are performing in terms of conversions and ROI. This helps marketers optimize their campaigns to drive more conversions and increase ROI. Furthermore, by connecting GA4 to Display & Video 360 and Optimize, marketers can gain insights into how customers interact with their ads and website.

This helps marketers create more targeted and personalized campaigns that are tailored to their customers’ needs and interests. By linking GA4 to other GMP tools, marketers can gain a comprehensive understanding of their customers’ behavior and use this data to improve their campaigns. This allows them to maximize their ROI and ensure that their campaigns are as effective as possible.

Why hire us as your independent analytics auditors?

Our team of independent analytics auditors have years of experience with Google Analytics and can provide a detailed audit of your account to ensure that everything is set up correctly and functioning as it should.

We understand that data is critical to businesses and that you need to be confident in the accuracy of your Google Analytics data in order to make informed decisions.