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How To Audit Google Analytics

How to Audit Google Analytics

Google Analytics is an essential tool for website owners to track website performance and user behavior on their website. However, it’s important to ensure that Google Analytics is set up correctly and providing accurate data. Therefore, auditing Google Analytics is necessary to make sure it’s working correctly and providing reliable data.

1. Check the Tracking Code

The first step to auditing Google Analytics is to check the tracking code. The tracking code is a snippet of code that must be placed on all pages of the website to track user behavior. Make sure that the tracking code is installed on all pages of the website, including new pages and subdomains. Also, confirm that the tracking code is not duplicated on any page.

Additionally, check that the tracking code is correctly implemented on each page. To do this, you can use the Google Analytics Debugger extension for Chrome, which checks the correctness of the tracking code when the page is loaded. If there is an issue, the debugger will highlight the error messages for you to fix.

2. Analyze the Data

The second step to auditing Google Analytics is to analyze the data. This analysis will help you determine if the data being collected is accurate and reliable. Check if there are any data discrepancies, such as missing data or data inconsistencies. Also, make sure that the website’s traffic data is consistent with external data sources like social media or email campaigns.

You can also compare different metrics to see if they correlate with each other. For instance, compare the number of sessions and page views to ensure that they’re consistent. Likewise, compare the conversion rate to the number of sessions to find out if the website’s performance is improving.

3. Review Filters and Goals

The third step to auditing Google Analytics is to review filters and goals. Filters are used to remove unwanted data from the analytics reports, such as internal traffic or specific IP addresses. Check that filters are being used correctly and not removing any essential data.

Goals are used to track specific actions taken by users, such as filling out a contact form or making a purchase. Make sure that goals are set up correctly, and the data is being tracked accurately. Review the goal conversion rate to see if it aligns with the website’s business objectives.

In conclusion, auditing Google Analytics regularly is essential to ensure that the data you’re collecting is accurate and reliable. By checking the tracking code, analyzing the data, and reviewing filters and goals, you can make sure that Google Analytics is working correctly and providing valuable insights for your website’s success.


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