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Google Analytics Measurement
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Project Tracker (example.com)
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ItemActionNotesFurther InfoDone?
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Admin - GA
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Tracking on all pages (check for pages with no or incorrect tracking code)Crawl all pages with a tool like Screaming Frog
http://www.seerinteractive.com/blog/screaming-frog-to-verify-google-analytics/
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Tracking code in correct place in source codeManually check the code on your primary pages and spot-check all page template groups
https://support.google.com/analytics/answer/1008080?hl=en
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Third party payment gatewaysIf third party payment gateways are being used, add them to the Referral Exclusion ListFailure to take into account payment gateways can cause GA to reset the session when users 'leave' the website
https://support.google.com/analytics/answer/2795830?hl=en
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ViewsIf not already set up, create a Master View, All Website Data View & Test ViewStandard setup. The Master View is your 'source of truth'. All Website Data is your backup. Test View is good to testing and debugging new tracking setups.
https://support.google.com/analytics/answer/1009714?hl=en
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Linking Google ProductsEnsure Google Ads, Search Console, etc. are linked to GABy linking all Google products to Google Analytics, you can see more upstream data from these platforms. For example, linking Search Console shows you more organic search data INSIDE Google Analytics.https://support.google.com/analytics/answer/1033961?hl=en; https://support.google.com/analytics/answer/1308621?hl=en
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Self Referral Traffic ExcludedConfigure your campaign UTM parameters to reflect paid traffic vs actual referral traffic. Otherwise the former can be mistaken for the latter.Is referring traffic reported accurately, or should some of it be treated as campaign traffic?
https://support.google.com/analytics/answer/2795830?hl=en
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Data retentionEnsure an appropriate data retention has been set for the propertyYou can choose how long Analytics retains data before automatically deleting it.
https://support.google.com/analytics/answer/7667196?hl=en
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User-based reportingCheck that user-based reporting has been enabled (in ‘Property Settings’)Enabling users metrics in reporting adds additional user-level data to your reports.
https://support.google.com/analytics/answer/6339208?hl=en
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Google Signals​Check that Google Signals has been enabled to automatically collect cross device insights
https://support.google.com/analytics/answer/7532985?hl=en
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Exclude URL query parameters
Exclude URL Query Parameters (that appear in your URLs) that you do not want to see in your reports. Enter as a comma-separated list.
https://support.google.com/analytics/answer/1010249?hl=en
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UTM tagging being implemented correctlyAdd parameters (such as utm_source, utm_medium, and utm_campaign) to your paid advertising destination URL's to capture granular reporting data
https://support.google.com/analytics/answer/1033867?hl=en
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Master view - GA
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Filter test trafficCreate a filter that excludes traffic from your test website (if you have one)
https://www.bounteous.com/insights/2015/12/10/basic-google-analytics-filters-every-site/#Exclude%20Dev%20Site%20Traffic
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HostnameApply filter to include hostname onlyBest practice filter to exclude spam traffic and ghost referrals
https://www.bounteous.com/insights/2015/12/10/basic-google-analytics-filters-every-site/#Include%20Specific%20Hostname
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Browser Size 'not set'Apply filter to exclude traffic that doesn't have a browser screen sizehttps://i.imgur.com/ULuiLNP.png
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Internal / Agency IP's filteredFilter non-customer related traffic from your reports.
https://support.google.com/analytics/answer/1034840?hl=en
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Bot filteringCheck the ‘exclude bot filtering’ box in the View settingsBuilt-in GA feature that filters out bot traffic from the reports
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Site searchConfirm that site search is correctly enabled. ​Confirm a lowercase filter has been applied to site search keywords.
https://support.google.com/analytics/answer/1012264?hl=en
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Time Zone & currencyEnsure all views are using the correct time zone
https://support.google.com/analytics/answer/1010249?hl=en
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Default Page set correctly?The Default URL field is used to help correct an issue with our website where we can load the same exact page with two different URLs
https://www.bounteous.com/insights/2015/09/04/two-minute-checkup-google-analytics-default-page/
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Double-firing transactionsConfirm transactions aren’t double-firing. Even if they are not, apply Simo's fix to stop this from potentially happening (prevent double-counting on the order confirmation page). Duplicate data occurs when a visitor (a) refreshes the page, (b) uses the “Back” button, restores tabs from a closed browser, etc.
https://reflectivedata.com/how-to-detect-and-fix-duplicate-transactions-in-google-analytics/
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Personally identifiable dataCheck that no names or email addresses are captured in URL strings or custom dimensionsManual check
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Page duplicationHTTP vs HTTPS vs WWW vs non-WWWManual check
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Enable demographics & interests reportingStandard verification check
https://support.google.com/analytics/answer/2819948?hl=en
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Goals set and tracking correctlyStandard verification check
https://support.google.com/analytics/answer/1032415?hl=en
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Ecommerce - GA
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https://developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce
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8Kb payload limitCheck enhanced ecommerce is firing on PLP’s (8Kb payload limit)If it's a problem, it's usually on the product list page
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Shopping Funnel (EE)Shopping Funnel (EE)Check that enhanced ecommerce events are firing correctly at each step
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Checkout Funnel (EE)Checkout Funnel (EE)Check that enhanced ecommerce events are firing correctly at each step
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Ecommerce - GAClassic ecommerce. Fix ecommerce tracking on the Thank You pageNo ecommerce data is currently being sent to Google Analytics
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Enhanced ecommerce (EE). Enable EE tracking.In GA, enable EE and configure the checkout steps in the UI
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Enhanced ecommerce (EE). Set up product categories.Javascript developer instructions required
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Enhanced ecommerce (EE). Set up product brands.Javascript developer instructions required
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Create javascript instructions to support enhanced ecommerce measurementJavascript developer instructions required
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Ecommerce transaction verificationTest the new setup (after developers have implemented the javascript instructionsFollow these verification steps: https://www.bounteous.com/insights/2018/06/21/sample-test-plan-google-analytics-enhanced-ecommerce/
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Coupon codesEnsure that coupon codes are trackedOnly if applicable. Javascript instructions required.
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Paypal trackingConfirm that users who return to the thank you page after the Paypal payment get the ecommerce dataLayer Sandbox Paypal account in staging may be required
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Ecommerce verificationCheck that the correct currency code is tracked on the Thank You page.If not, this should be included in the javascript instructions
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Ecommerce verificationCheck that revenue on the Thank You page is the same value as the price featured on product pageStandard verification check AFTER the developers have completed the EE implementation
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Ecommerce verificationCheck that product priece on the Thank You page is the same value as the price featured on product pageStandard verification check AFTER the developers have completed the EE implementation
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Ecommerce verificationCheck that revenue value is accurate for different currenciesStandard verification check AFTER the developers have completed the EE implementation
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N.B. ensure that all events are 'non-interaction' so they don't affect the bounce rate metric.
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Bespoke setup
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Lifetime Customer ValueTrack UserID as a custom dimension to track revenue per userIDJavascript developer instructions - track User ID in a dataLayer variable
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Customers vs non-customersCreate a custom dimension that tracks existing customers vs non-customersYour existing customers probably convert at a higher rate than your non-customer? How do they behave differently? What can you do to increase profit from customers? And non-customers?
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Content grouping enabled and correctBuild content groups for product list page and product page
https://support.google.com/analytics/answer/2853423?hl=en
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Set up retargeting listsBuild audiences for Google Ads retargeting
https://support.google.com/analytics/answer/2611268?hl=en
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Set up segmentationBiuld segmentation to support Google Analytics analysis
https://support.google.com/analytics/answer/3124493?hl=en
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Reporting - GA
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Account creationTrack an event when users register/create a new accountCreate an event
https://support.google.com/tagmanager/answer/6106716?hl=en
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Update 'Add to wishlist' eventAdjust the Event Label to capture page path, so we know which page the event occurred onCreate an event
https://support.google.com/tagmanager/answer/6106716?hl=en
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Create new 'Add to wishlist' event for PLP'sIs data is captured when a user adds to wishlist from the Product List Page?Create an event
https://support.google.com/tagmanager/answer/6106716?hl=en
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Web chat eventIs data captured when a user initiates a LivePerson web chat ?Create an event
https://support.google.com/tagmanager/answer/6106716?hl=en
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Email signup eventWhen users sign up on email. Create an event
https://support.google.com/tagmanager/answer/6106716?hl=en
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404 trackingAdd your Google Analytics code to 404 and 500 pages. Helps to troubleshoot broken links, removed pages, etc. Broken pages are low hanging fruit, if they can be identified easily.
https://www.analyticsmania.com/post/track-404-errors-with-google-analytics-google-tag-manager/
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Scroll trackingEnsure that all events (25%,50%, 75%, 100%) are non-interaction events so that bounce rate is unaffectedhttps://www.lovesdata.com/blog/tracking-scroll-depth
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Custom Channel Definitions
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Email
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Affiliates
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Facebook Ads
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Instagram Ads
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TikTok Ads
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Custom Alerts*
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Custom Alerttraffic is less than 1,000 sessions (< 300 users per day)
https://www.bounteous.com/insights/2012/09/24/55-google-analytics-custom-alerts-check-engine-light-your-data/
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Custom Alertrevenue is less than £1,000 (daily)
https://www.bounteous.com/insights/2012/09/24/55-google-analytics-custom-alerts-check-engine-light-your-data/
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Custom Alertecommerce conversion rate is less than 1%
https://www.bounteous.com/insights/2012/09/24/55-google-analytics-custom-alerts-check-engine-light-your-data/
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Custom Alertbounce rate is higher than 40%
https://www.bounteous.com/insights/2012/09/24/55-google-analytics-custom-alerts-check-engine-light-your-data/
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*Adjust based on your current website trends
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