google tag manager audit checklist


Not sure what to set up as goals? That’s why you need to conduct a Google Analytics audit. Glad you found the article helpful overall. While it is true that having Google Analytics track your visitors is as easy as placing a piece of code in your site template or CMS, this is just a starting point and is rarely sufficient to satisfy the business demands. If you have some pages tagged with one library and other pages tracked with another, your session metrics and behavior flows will be a total mess. Set up Goals to track your site’s and your visitors’ successes. As time goes on, new issues can arise. Once set-up is reasonably complete, start slicing and dicing your data to optimize your content, campaigns and keywords. Previous Article 40+ Conversion Optimization Tools (Reviewed by Experts) Next Article 5 Underused Google Analytics Reports for Conversion Insights. Starting with the basics, here’s a list of common tracking issues that Google has published: To identify pages that are missing your Google Analytics code, you can look for irregularities in your data. Just don’t forget that the three parameters: source, medium, and campaign, are required. Search the world's information, including webpages, images, videos and more. Thus, the Google Analytics tracking code can be missing on these pages. Have you configured your custom and default channel groupings? PPC Keyword IDs visible on landing pages, 6. Do any pages use meta refresh? In my 10+ years as a Google Analytics specialist and as a Google Regional Trainer on AdWords & Analytics, most of the Google Analytics setups I have seen had at least one issue that negatively and significantly affected the ability to properly use the data. So, in order to do cross-domain tracking, you need to share cookie information with the different domains involved. What if there’s a whole pile of things you think you’re measuring when really…you’re not? Has the site had any significant drops in organic traffic? Google Analytics tracks a lot ‘out of the box’. Accordian-like on-page expansions, dynamic forms, modal windows, mouseovers or any other rich media client-side interaction where a click does not cause the URL in the address bar to change. Are the IP addresses of remote employees filtered out? Products where Google acts as a processor include: Ads Data Hub; Google Ads Customer Match; Google Ads Store sales (direct upload) Android Enterprise; Google Marketing Platform (including Display & Video 360, Campaign Manager, Search Ads 360, Google Analytics, Tag Manager, Optimize, Data Studio, Attribution, and Google Analytics for Firebase) Is Google Search Console linked properly? Thanks Suresh! This reduces errors and allows you to to deploy tags on your site quickly. ClickInsight Corporation Copyright 2005-2020. If site uses ecommerce tracking, is the tracking code on all conversion pages? Option 1:  Install the Google Analytics Code Snippet directly on your site You can also have a regular audit schedule, regardless of any ad-hoc audits. So, what happens when data in your shopping cart tool differs from Google Analytics? Here are the top three: Without a Google Analytics health check, you’re analyzing data with your eyes closed. They're…, The success of an online business is measured by various indicators. Continued use of this website constitutes your acceptance of this. Missing tracking code on some pages, resulting in self-referrals or visits not recorded. What do your visitors want to do? You can find this report under Audience > Technology > Network, Hostnames as primary dimension. This field is for validation purposes and should be left unchanged. If the site runs email campaigns, are they tagging URLs that point back to their site with campaign parameters? In such a scenario, you will fail to track your advertising campaign traffic and you will also see sessions where those pages are listed as referrals in your source/medium report. Is the Google Analytics code up to date and present on all pages of the site? Option 2: Install Google Analytics tracking using Google Tag Manager Our recommended and preferred method, we don’t install Google Analytics without Google Tag Manager, unless there’s a technical barrier. Also, larger web properties are comprised of multiple systems, making tracking deployment harder. Are the IP addresses of your affiliates filtered out (e.g., agencies, freelancers, etc.)? Peter Drucker famously said, “What gets measured gets managed.” But what if your data is wrong? If you are using Google Tag Manager, then check for the container code, but also make sure your triggers cover all pages you want to have tracking on. Site search and category search not enabled, 11. If so, are the being scoped properly? If so, is it b/c they have more than one website in a property? We use cookies to ensure that we give you the best experience on our website. What else might you need beyond the basics listed above? No, not because Google Analytics is awful. What is it exactly? iFrame banner tracking resulting in double cookie. Chris Mercer from MeasurementMarketing explains: It’s called “cross-domain tracking,” and it could come into play if your client’s site has multiple domains as part of their funnel or buyer’s journey. So that we can track the total amount of the cart with shipping etc. In many cases, the issues can be far from obvious, which is especially true when they affect just part of the setup, say, a given subset of pages on a large site. For example, your checkout process might be on a different domain.

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