Top 5 Google Analytics Mistakes

Web analytics implementations vary from business-to-business, your precise setup will vary according to your organisations objectives.  However there are some common mistakes that we have seen time and time again with websites large and small.  Here we discuss the top 5 so you can avoid them:

  1. Not having analytics code installed across all pages of the site
    This is very common and is often a result of how your analytics code has been integrated with your site.  Most eCommerce and content management systems will allow you to install your Google Analytics scripts via a plugin or a preference in the admin console, we often see this issue with sites that have had their tracking script applied manually to each page.
  2. Not implementing cross-domain tracking
    If your site consists of multiple sub-domain for different sections then it’s vital to setup cross-domain tracking.  The instructions for Google Analytics then you can see how to do this here.  If you’re not sure whether your site uses multiple sub-domains then try having a browse around and keep your eyes on the URL bar in your web browser, most sites will pass to a subdomain during the online checkout process (since the payment system often sits on a different secure server).
  3. Goal Conversions
    If you’re running lead generation campaigns as part of your digital presence then you almost certainly should have goals set up in some form (unless you’re tracking leads generated via Events or eCommerce tracking).  Goal tracking is usually quick and easy to set-up if your lead gen page always delivers visitors to the same thank you page e.g. yoursite.com/lead-gen-page/thank-you.htm – if the thank you page is dynamically generated or is the same as the sign-up page then you can implement the solution outlined here.
  4. Event tracking
    Event tracking is a commonly overlooked source of data.  Configured correctly it can give powerful insight into customer behaviour and the success of your site/product.  Commons uses include assessing clicks on different navigation items, usage of onsite forms, document downloads, clicks on homepage promotional messaging.
  5. eCommerce transactions
    If your site allows customers to transact online then you absolutely must enable eCommerce tracking.  Only with this component of Google Analytics can you see the full insight on what customer’s purchased and at what price.  If you sell more than one product online then this is often a must-have feature.

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