Are you using Google Analytics (GA) to track lifts + conversions on your new website? Or have you added GA to an existing website to understand where your customers are coming from + how to best market your business? Are you sure it’s set up correctly?
Follow the checklist below to make sure your Google Analytics account is set up properly and ready to track stellar site visits and other metrics! Download a copy of the checklist (right) to keep handy.
Let’s start from the beginning:
□ Is GA tracking code located on all pages of your website? Don’t forget the checkout page for e-commerce sites!
□ Are you self-referring your own site? This can be caused by missing tracking code on some of your pages.
□ Do you have two instances of the same code on the same page? Two GA codes on the same page is okay, but two instances of the same code could cause issues with pageviews, time on site, and bounce rates.
Linking your other Google properties:
□ Is Google Search Console linked to your analytics account? To check in GA, go to Acquisition -> Search Engine Optimization -> Queries. Can you see data? If yes, you are all set! No? Link your properties to see how your company shows up in organic search. We have an entire post about linking Google’s Search Console with Google Analytics.
□ Do you use AdWords? You can check whether you’ve linked it to GA by going to Acquisition -> AdWords. If you see data, it’s linked. If not, it’s time to link your properties.
Track it down:
□ Don’t forget to track external traffic—non-Google ads, emails, and landing pages — by appending UTM parameters to URLs. See how it’s done here.
□ AdWords user? Enable auto-tagging, so campaign data shows up correctly in GA.
How are you setting + reaching goals?
□ E-commerce sites: monetary values, like conversions, will show engagement on your site and the Google AdWords generating the most value. You’ll need to verify that your developer installed e-commerce code on your site, and you enabled e-commerce in GA. To enable e-commerce in GA go to Admin -> View -> E-commerce settings and confirm it’s turned on. Once enabled, you’ll see revenue data in your reports. The simplest way to check is to go to Conversions -> E-commerce -> Overview.
□ Set goals on non-e-commerce sites to see whitepaper downloads, Contact Us form completions, and video views. Every website needs a measurable purpose – make sure you’re tracking yours.
□ Is site search enabled? Are you wondering what keywords people are typing into your site search bar or whether visitors are looking for terms that don’t apply to your business? Do you need to make content or navigation clearer? Then, you need to enable site search. Go to Admin -> View -> View Settings,” then at the bottom, enable Site Search Tracking. Don’t forget to add your query parameter (when you perform a search on your site, the parameter is the part right before = keyword). For example, in this URL: http://mud-pie.com/search/?q=baby, “q” is the search query parameter.
□ Are demographics enabled? Do you want to know age, gender, and interest data to better understand your visitors? Enable demographics in Admin-> Properties -> Property Settings. Simply select on for “enable demographics and interest reports.”
Once your site is completely set up with Google Analytics tracking and UTM parameters appending to external URLs, you can rely on reporting metrics to show where customers are coming from and how to best invest in your online presence.