Google Analytics & Tag Manager Audits

What Is A Google Analytics Audit?

A Google Analytics Audit is a thorough analysis of your website’s Google Analytics setup and configuration. It consists of a set of documents that provide the following:

  1. Breakdown of issues with your current Analytics tracking setup/configuration.
  2. A process to implement solutions to those issues to get your tracking in top shape.

When performing a Google Analytics Audit, we look at the following areas:

  • Analytics
  • General
  • Property Level
  • User Management Section
  • Tracking Info Section
  • View Level
  • Goals Section
  • Content Grouping Section
  • Filters Section
  • Channel Settings
  • Ecommerce Settings
  • Segments Section
  • Annotations Section
  • Custom Alerts Section
  • Scheduled Emails Section

Why Do You Need A Google Analytics Audit?

We usually respond to this question with, “Why Not?”

Accurate analytics are a cornerstone of a website. How can you tell if your product pages are generating traffic or if people are running away from them screaming? How else can you tell if your website is actually generating ROI for you rather than just gathering internet dust?

We’ve come across so many businesses that have their Analytics and tracking improperly configured. From inaccurate data to certain basic tracking not even enabled. Problem is, it’s hard for a business to know if their analytics are busted up.

That’s where an audit comes in. Many common scenarios that warrant a Google Analytics Audit are:

  • You did not set up your Google Analytics tracking.

Perhaps you hired a company or person in the past to build your website, handle your marketing, or simply to set up analytics. If you weren’t with them every step of the way, who knows what they may have set up incorrectly or what they may not have set up at all when it comes to tracking?

  • You did set up your Google Analytics tracking, but you don’t know if it’s right.

Google Analytics can be tricky, especially because Google has done a good job of providing instructions for a basic setup. Problem is, if you’re not well-versed in GA, you may have missed some settings or you may not understand how to enable certain configurations. Don’t be embarrassed! That’s why we’re here.

Below are some questions worth asking yourself about your analytics setup. If you answer “no” to any of these, consider an Analytics Audit:

– Are your goals properly configured to track all forms, transactions, and events properly?

– Are you filtering out your home, office, and any other traffic to get clean data?

– Do you have Enhanced eCommerce tracking set up so you can see exactly how people shop on your site?

  • You are not using Google Tag Manager to manage your Google Analytics tracking.

Google Tag Manager is an amazing tool that allows you to more easily manage all of your tracking scripts (along with a TON of other features). It essentially creates a single container that can load all of your tracking scripts and other marketing tracking codes at once, rather than loading them individually throughout your site’s pages. GTM is a must-have element on your site.

  • Something is up with your data.

As we mentioned earlier, the tough thing about analytics is you may not know if something is wrong or missing in your setup and configuration. Some telltale signs that your analytics are on the fritz are:

– Sudden drop/spike in traffic numbers.

– Sudden drop/spike in conversion/goal numbers.

– Seasonal peaks/valleys are not appearing in data.

– You are seeing lots of spammy traffic from other websites.

  • You may be missing out on the full power of Google Analytics.

Google Analytics has so many spectacular features that someone who does not work with it on a daily basis is going to miss a lot of them. You saw the nearly 20 sections we cover in our audit mentioned above, but within each of these sections are between 5-10 features and settings. Factor in that some of these settings require some custom configuration and it gets overwhelming.

Here are some possible tracking options you may be missing out on:

– Number of visitors who add something to a shopping cart and then remove it.

– How often a particular phone number, link, or button is clicked on a page.

– Number of people who read your PDF documents.

– What path people follow once they arrive on your site.

– Sets of pages that particular groups of people visit most often.


What Comes With A Google Analytics Audit?

Three things: The Audit Findings Document, Implementation Instructions Spreadsheet, and implementation consulting time. A bit more on each below.

1. The Audit Findings Document

The actual audit findings are presented to you in a PDF document that provides the following information for each data point we audit:

  • Explanation of the area analyzed (What the heck are we auditing and why is it important?)
  • Issues found
  • Examples of issues from your Analytics account
  • Recommended fix(es)

2. The Implementation Plan Spreadsheet

Along with the actual findings document is the Action Plan Spreadsheet. This spreadsheet is structured to match the Audit Findings Document for easy reference between the two. The spreadsheet lists each of the audit sections, any issues found, and provides instructions for how to fix those issues. This is the document you would want to present to a developer or website manager and often becomes the roadmap for ongoing audit implementation work and consulting.

3. Implementation Consulting

Should you decide to move forward with the Analytics Audit Implementation plan, you will either be doing it in-house or with a 3rd party consultant or agency. During this period, Brian can be available for ongoing consulting to help with implementation of our recommendations. With his background in Google Analytics setup/configuration and his team management and training experience, we are well-equipped to help with the total process. See our individual audit pages for further information.


How Long Does A Google Analytics Audit Take?

Our Analytics Audits typically take around 1-2 weeks maximum.

Google Analytics Audit Pricing

Lead Gen/Services Website

Under 100k Pages: $1,500

100k+ Pages: $2,500

All prices include 2 hours consulting time.

eCommerce Website

Under 100k Pages: $2,000

100k+ Pages: $3,000

All prices include 2 hours consulting time.

All Set?

Still Have Questions?