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Google Analytics Audit

Google Analytics Audit
August 20, 2018 Shekhar Vaidya

Google analytics is without a doubt the most advanced website tracking system available. It’s available free at no hidden cost. Setting up the Google Analytics account is easy, getting it to work correctly is difficult. There’s a lot of options and features that need to be configured based on the requirements of the website.

Reasons for google analytics audit
Yes, its true that adding Google Analytics code to track your visitors is as easy as just placing the code in your site template or CMS. However, this is just a starting point and is rarely sufficient to satisfy the business demands. Also, larger websites are comprised of multiple systems, making tracking deployment harder.

Verifying Google analytics code
Google Analytics Audit would not only include the setup but also an in-depth analysis of the entire website tracking, we would ensure that all the codes are setup correctly to take advantage of the latest features being provided by Google analytics updates. All the pages of the site would be scrutinised to ensure that no bugs are left unresolved. To create custom tracking requirement, changes would need to be carried on the tracking code added on the pages, we would also need Google analytics admin access to update the console settings.
Once the code has been verified on the site, we will test the stats being recorded on the site. Google will start recording all of the activity on the website after a few hours or up to a day.

Device tracking
Since traffic via mobile devices has started to contribute to nearly 50% of the total traffic to the site, we implement strategies to help track stats via mobile devices more efficiently. This helps us give an in-depth breakdown of traffic via different devices.

Linking accounts
Linking the various Google services together with Google Analytics will get more customer stats to help understand the customer cycle in more detail. This process will give insights into how the various marketing strategies are performing and determine which needs more focus.

Verifying e-commerce tracking
The most important tracking stats for an e-commerce site is the total number of orders, a number of items sold and the revenue, these need to match the stats tracked in the backend. If these stats don’t match up it will be difficult to estimate the performance of the site based on its sales.
We would run all tests on the website and the backend to check for any discrepancies in tracking. If any errors do occur, we would start checking through our ecommerce checklist to ensure that the ecommerce stats tracked in google analytics match the stats in the backend CMS.

Over our 15+ years of experience setting up ecommerce for clients from different industries, we have developed our custom plans to solve various ecommerce issues related to the site.

Goal creation
Based on the websites requirement, we would determine what are the goals that need to be tracked on the site. Creating a goal could be as simple as tracking clicks on the site to a complicated ecommerce tracking to determine the exact path before a purchase.