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A Check-list for Google Analytic’s Implementation

This is a quick list of post launch checks to make sure Google Analytic’s is Setup correctly:

Implementation of Google Analytics Tracking Code:

If the tracking code is not implemented correctly the website will not collect data. Ideally you should have a staging environment which has a different analytics account for testing. Make sure on go live that this code is updated. Also ensure that the code is not added in twice as this would pass the tracking check but would double count the data.

Ideally your website would use Google Tag Manager and all tracking code would be inserted via this method.

E-commerce Tracking Code

Make sure either the data layer for google tag manager is provided by the website or google ecommerce tracking has been implemented for all transactional sites.

If the site uses an external payment gateway cross domain tracking needs to be enabled otherwise all the data will show incorrect attribution. This type of situation will show lots of transactions associated with direct or referral traffic.

Implementation of Event Tracking Code

Ideally you would have google tag manager setup and the following are key areas to have even tracking:

  • Contact forms
  • Form Completion Abandonment
  • Tracking form errors
  • Outbound links
  • Newsletter subscriptions
  • Social media sharing buttons
  • Videos (for Play, Pause, Stop)

More customised Event tracking areas:

  • For chat – as part of the customer support service, a chat widget can be implemented within the website to track each time (for instance) visitors that have contacted with customer support.
  • For (online) booking forms – for hotel websites.
  • Product Ratings – for e-commerce sites.
  • Baskets and checkouts – for e-commerce sites
  • Phone calls

Setup Goals

Goals can be setup for key conversion elements of the site, note that once we create a goal is not possible to delete them and further we can’t add data retrospectively but only from the moment we set them up. Further Goals can have a value associated with them e.g. a newsletter conversion might be worth 100 points whilst a pdf download is worth 10 points.

Implementation of funnels

Funnels can allow us to visualise the goal journeys, for example the checkout process of an ecommerce site or a booking process


Filters provide a way of excluding data sets e.g. internal IP traffic or excluding a certain type of user. One google analytics view should be there that collects all data. Filters can also help manipulate data e.g. a converting the utm medium to lower case, by default google analytics will provide data as Upper and lower case.

Site Search

If there is a search box on the website enabling tracking on this setting will allow us the ability to see what visitors are looking for. The site search can be activated by a simple toggle in Google Analytics.

Linking Adwords and Google Webmaster tool with Google Analytics

Enabling this option will further enhance the information from other Google sources. For example we can see AdWords cost data directly in google analytics. Further we can get search engine optimisation data from webmaster tools.

Custom Alerts

These would allow us to be proactive around how any issues the website is having for example if the site has a bounce rate of > x% on a particular page send us an alert.

Advanced Segments

Advanced segments can allow us to better analyse a group of visitors by a specific characteristics e.g. all users from a mobile device, or all visitors that have been to a particular page.

Custom Reports/ Shortcuts

This report would allow you to group together various metrics and provide a quick way to access this data.


Dashboards are a collection of widgets that give you an overview of reporting and metrics that a user cares about most. The main advantage is that you get a quick view of all your key metrics in one shot. Further users can share these easily with others.