Google Analytics Health Check

Give your analytics a 2018 health check using our recommended list of things to check and test at each stage of the process. 

You can also download this checklist here.

1.0 Configuration

Check

Details

Pass/ Fail

1.1 Tracking code implemented correctly Is the Google Analytics tracking code implemented to best practice? How the tracking code is implemented on the site can impact the collection of data which could create potential issues when interpreting the data in the future.
1.2 Search Console integration set-up correctly Google Search Console is an invaluable tool to provide insights into organic user behaviour in Google’s SERPs. Integrating this software offers impression, click and CTR data for organic traffic. Can Google Search Console reports be found within the Acquisition section of Google Analytics?
1.3 Google AdWords Integration set-up correctly Google AdWords requires to be linked to Google Analytics to pass paid search data into Acquisition and conversion reports. Check configuration > Property > AdWords Linking
1.4 Filters Present and Set-up correctly

Filters add an additional layer to the configuration of Google Analytics data. It enables a client to instruct Google how to interpret the data to provide meaningful reports designed to provide insightful data for future decision to digital marketing efforts. Are filters present and in a logical order? Are the implication of destructive filtering understood and is the data being shaped inline with a defined measurement plan?

As a minimum are the following best practice filters in place:
– Filter internal traffic
– Lowercase URL path & campaign filtering
– Include traffic to relevant hostnames only
– Filter spam and bot traffic

1.5 Personal identifiable information It is against Google’s guidelines to share personal identifiable information with Google. When collecting data, it is important not to have customer’s personal information showing in Google Analytics. Google has a strong policy against this and will remove all data in the GA account. Is there any evidence of PII?

2.0 Acquisition

Check

Details

Pass/ Fail

2.1 Campaign Tracking – UTM tagging UTM parameters manually overrides acquisition data to track specific campaigns. Having a UTM process set up will minimise the variation of campaign labelling preventing insights being generated from the data collected.Does the current labelling suggests that internal links are tagged with UTM parameters? This will override the actual acquisition data associated with session.
2.2 Channel Grouping Does the Channel report show reliable data to help inform business decisions? Acquisition > All Traffic > Channels. Are all marketing channels represented in the channel report and grouped logically?

Direct – Is there a large amount of traffic is being categorised as Direct traffic? This could be due to incorrectly processed redirects, missing campaign tracking or incorrect referral exclusions.

(Other)- Categorisation of the UTM parameters include labels outside of Google’s default channel grouping formulas. Is (other) present in the report? Does the source & medium parameters match those of Google’s default channel grouping definitions?

3.0 Behaviour

Check

Details

Pass/ Fail

3.1 Bounce Rate A health bounce rate is typically in the region of 20-40%. If it is outside of this range can this be explained by the structure of the site or the audience or is there a technical issue masking the true bounce rate?
3.2 Duplicate Page views Using Google Tag Assistant is one page view accurately registered?
3.3 Demographic Data Is Age and Gender data being reported? Audience >  Demographics. If no data shown check set up configuration > Property Settings > Enable Demographic and Interest Reports

4.0 Conversions

Check

Details

Pass/ Fail 

4.1 Enhanced Ecommerce Enhanced ecommerce offers additional functionality for reporting ecommerce behaviour. Reports include:
– Shopping Behaviour
– Checkout Behaviour
– Product Performance
– Sales Performance
– Product List PerformanceFor set-up of enhanced ecommerce with all the features and functionality we recommend the use of Google Tag Manager and the Data Layer. Are the enhanced ecommerce reports present in the conversion reports? Is data pulling through for all of these reports?
4.2 Duplicate transactions Are transactions with the same ID being recorded multiple times?  Conversions > Ecommerce > Sales Performance or for non-enhanced ecommerce Conversions > Ecommerce > Transactions.
4.3 Goals Conversions > Goals

Are micro conversions being tracked? For instance newsletter sign-ups, account creations etc.

Are goals being used to record ecommerce conversions? With a correct ecommerce tracking implementation ecommerce goals are longer required for funnel information.

Are there redundant goals present?