Annielytics – Site Audit & Analytics Audit

Annielytics – Site Audit & Analytics Audit

My Google Analytics Audits are comprehensive in their breadth and depth. I start with a checklist and follow the data wherever it takes me. With rare exception, I find something new in each audit I’ve never seen before. It’s not surprising though, given the flexibility Google Analytics allows for customizations. Of course, with that flexibility comes a higher risk of making your data unreliable, even to the point of having to declare data bankruptcy and start from scratch.

What’s Covered in the Audit

Here are a few of the top-level areas addressed in our analytics audits:

Tracking Code

• Outdated Code
• Missing Code
• Tracking Code Placement
• Advertising Reporting Features
• Social Settings

Configuration

• User Permissions
• Referral Exclusion
• Cross-Domain Tracking
• Hostname in URLs
• Filters
• URL Rewriting
• Default View
• Default Page
• Autotrack

Data Integrity

• Raw Data View
• Combined Data
• Spam/Bot Traffic
• Excessive Sampling
• PPC Sessions in Organic
• Query Parameter Exclusion
• (not set) in Reports
• Signs of Scraping
• Artificially Low Bounce Rates
• Annotations
• Personally Identifiable Information
• Manual AdWords Tagging Override

Measurement

• Campaign Tagging
• Email Tagging
• Event Tracking
• Custom Dimensions/Variables
• Custom Metrics
• Data Imports
• Remarketing
• User-ID
• Site Search
• Content Grouping
• Channel Grouping
• Segmenting Paid Search
• PPC Landing Pages

Conversions

• Macro Conversions
• Micro Conversions
• Defunct Conversions
• Goal Funnels
• Ecommerce Tracking
• Enhanced Ecommerce

Account Linking

• AdWords
• AdSense
• Search Console

Mobile Apps

• Property Strategy
• Mobile App Postbacks
• Crashes and Exceptions
• App Speed
• App Events
• Google Play

AMP Analytics

• Property Strategy
• Analytics Vendors Supported
• Triggers
• User Identification

Sneak Peek

I created this simple gif to showcase what you can expect an audit to look like. Of course, all identifying information has been blurred to protect clients’ confidentiality.