Full Audit Checklist - MashMetrics
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ABC
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To CheckFindings & To-Do'sExplanation for Prospect / Client
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ESSENTIAL
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TRACKING CODE & TRACKING IMPLEMENTATION
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What tags are you firing or should be firing?Def GTM. Then remarketing, heatmapping, CRO, social conversions, etc.
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Is your GTM container placed properly (opening <head> & <body> tag)
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If no GTM, Is the GA code properly set (opening <head> tag)
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CROSS- OR SUB-DOMAIN TRACKING (for those who check they have or need it)
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Does your cross- and sub-domain data look correct?
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Is your GTM set up right?
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Did you set the right referral exclusion list?
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Do you have a useful property & view structure?
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Is your data flow between properties reliable?
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Are you using Universal Analytics?
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Are you tracking every page?
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Is all of your site tracked using the same version of the Google Analytics library?
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Are you tracking 404 pages?
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Is your tracking code duplicated on any page?
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Is your bounce rate within normal?Landing pages with over 100 entrances and bounce rates over 95% or under 5% indicate potential implementation issues.
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Do you have self referrals?Your own domain showing up as a referral indicates a potential tracking code or tracking setup issue.
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Are you sending personally identifiable information?"It is strictly forbidden to send PII to Google Analytics; doing this can result in the termination of your Google Analytics account."
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Are you getting too much (not set)?"A (not set) percentage of greater than 2% on one dimension indicates a potential implementation and/or configuration error in Google Analytics."
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GOOGLE ANALAYTICS CONFIGURATION
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Do you have a master, test, and raw data view?This is best practice. Do not worry about the fail score if you do have a different but similar structure for a testing and a data backup view.
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Did you set a default page?Not setting one is the correct approach.
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Is your time zone right?Recommend user browser hour and day as a great custom dimension
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Did you turn on bot filtering?But leave it off in the raw or unfiltered view
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Do you have traffic from known analytics spam sources?
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Do you have spam filters set up?Such as include filter or exclude filters for weird languages / screen sizes / sources.
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Are you using a filter to force lowercase for hostname, request URI, source, medium, campaign?GA is case sensitive and you make your reports less accurate if, e.g., example.com/about and example.com/About are considered as two different pages.
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Do the sessions happen on your primary domain?"Receiving a substantial percentage of traffic on other domains than your own is an indication of possible SPAM and/or implementation issues. Only exception is a cross-(sub)domain implementation."
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Are you filtering out internal traffic via an IP filter or admin filter?
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Did you link a Google Search Console property?
What about KW Hero?
So you can get a full picture that includes the data on what your visitors did both before and after they clicked through to your site. If you do not even have a GSC property, go start one (you can use your GA or GTM to verify that you're the owner)
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Did you enable demographic data?"Demographics Data can greatly enrich your data so that you derive deeper insights from your audience and optimize accordingly."
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Are you grouping social media traffic accurately?"Social traffic is on default measured as referral traffic. It is highly recommended to rewrite referral traffic into social traffic and to create a separate bucket for this group."
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Are you grouping email traffic accurately?"High volumes of email referrals indicate inconsistencies in your email link tracking. Further, it will result in higher numbers of Direct traffic as well."
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Does your (Other) channel group contain sources that could be categorized better?"The higher the percentage of the "Other" Channel group, the more difficult it becomes to analyze and optimize your traffic channels. Your data will become inaccurate which causes interpretation issues."
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Does your Direct channel group contain sources that could be categorized better?"Direct traffic comes from visitors that already know you, but even more important from incorrectly tagged campaigns in your measurement process. A high percentage indicates a measurement issue."
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Do you have your goals set up?"Setting up goals is one of the most important things you should do in Google Analytics. Make sure to set up goals for both micro and macro actions on your website."
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Are you tracking events?Event tracking is a feature you should always implement; this to measure and optimize on important interactions in addition to the regular pageviews. Examples include scroll depth tracking, real session duration and real bounce tracking, form submissions, affiliate link clicks, youtube tracking.
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SEARCH TRACKING (for those who check they on-site search)
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Do you have site search tracking enabled?"Site Search is one of the crucial features to get right. The Google Analytics reports provide a ton of insights you can leverage to further optimize your website and traffic channels."
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ADWORDS, FACEBOOK OR DISPAY ADS INTEGRATION (per measurement plan)
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Are your tracking tags consoldiated?If you're using GA you may be able to enjoy a cleaner tag setup by omitting a dedicated AdWords tag.
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Did you link AdWords?"Not correctly measuring AdWords clicks in your Google Analytics account is one indication for an incorrect integration of AdWords and Analytics."
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Are there discrepancies in your AdWords sessions?It's normal that the number of AdWords clicks will be slightly different from Analytics sessions. Large differences, on the other hand, indicate potential issues in your AdWords tracking and/or Google Analytics implementation.
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Did you list branded search terms?"Splitting up Paid Search in Branded and Generic Paid Search will enhance your insights and optimization potential. It's a best practice to always set this up."
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Do your AdWords sessions get grouped under Organic?"Specific query parameters showing up as part of the landing page of Organic Search are an indication of PPC sessions appearing in Organic Search in Google Analytics."
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ENHANCED ECOMMERCE (for all ecommerce sites)
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Is your ecommerce tracking on?
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Are you tracking enhanced ecommerce?
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Are you tracking transactions values?
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Do you have a non-ecommerce goal for successful purchases?
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Are you excluding payment gateway referrals (PayPal)
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Is your currency right?
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ADVANCED AND HIGHLY VALUABLE
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Is your data sampled?For free Analytics accounts, sampling occurs at 500k sessions at the property level. If you approach such volume, you need to be aware of the samplng and organize your GA properties for it in order to minimze its effect.
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Did you set up goal values?Setting up goal value tracking is highly recommended, even if you just do so for a few KPI's. This is particularly important if you do not have or track ecommerce on your site.
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Are you tracking funnels for destination goals?
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Do you have custom dashboards or reports set up?OK to ommit if you're using Data Studio or another high quality data visualization tool. Make your data accessible.
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Do you have custom segments set up?
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Are you using content grouping?"Content optimization is crucial if you want to get the most out of your website. Setting up proper content groupings helps you to optimize your content efforts and navigation paths much better than before."
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Do you have campaign UTM routines?"Setting up custom campaign tracking for non-default traffic sources in Google Analytics is a crucial part of collecting relevant and accurate data in Google Analytics."
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Do you have mediums with low traffic?"A high percentage of low traffic mediums indicates an improper setup of custom campaign tracking in Google Analytics."
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Did you set up custom dimensions & metrics?"Custom Dimensions can enrich your data enormously. This is a must-implement feature if you want to go beyond the basic dimensions of Google Analytics. You can use them as a secondary dimension, in a custom report of via the Google Analytics API.
Custom Metrics belong to the advanced features in Google Analytics. You can use them to generate additional insights you won't retrieve from your standard data set."
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Are you tracking user ID's?
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