Part 2 How to Perform an Advanced Google Analytics Audit


Recently I wrote about how to perform a basic Google Analytics implementation audit. Today I’ll discuss more advanced concepts.

Verifying that goals are setup and reporting properly

Goals can be used to track all kinds of important events such as, form submissions, sales, time on site, a certain number of page views or a certain section of the site being visited. Note that if you are tracking a sale with a goal and have ecommerce enabled you should not enter a goal value for the sale.

Event tracking is a powerful feature of Google Analytics, events allow you to track the use of videos, internal marketing campaigns or lots of other onsite events. Closely related to goals and events are advanced segments. Think of all of the visitors to your site in bucket, then you scoop out a small sample size and have a look at it, say only visitors from California and analyze how they use your site.

Do you have duplicate website profiles? If not, you should. I recommend having three profiles. One for testing, one that is left alone to just gather all data and one that you use for filtered data (after its been tested).

Next Comes a Data Spot Check

  • Check your visitors overview report, is there a large notable difference between visits and unique visitors? If there is should there be?
  • Next check the visitors map overlay report, do visits come from countries that seem out of place with the intent of the website?
  • Look at all traffic sources, anything out of the ordinary. Look for things like your own site being a top ten referrer, or funny mediums being used to track your marketing campaigns.
  • Next look at the top content report and check for high bounce rates. Some sites, like a blog, may have higher bounce rates than other sites. You’re looking for pages that stand out amongst their peer pages.

There is a wealth of data available by tracking you marketing and website efforts. So start tracking today!