Free Google Analytics Audit

Yes, actually free. No, we don’t need your credit card just a bit of your time.

In a nutshell, a Google Analytics health check is a walk through of the implementation and instrumentation of a site’s analytics setup. We want to answer the following questions:

  • Does it collect what we need?
  • Can we trust this data?
  • Where are the holes?
  • Is there anything that can be fixed?
  • Is anything broken?

As part of our services, we are offering a completely free audit of the 25 most common issues we have seen with our clients. The initial Google Analytics audit is free. If what you see makes sense and you want a full report, which would include detailed notes, screenshots, recommendations, and a road map, lets chat.

Free Google Analytics Audit Sample

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Our audit typically consists of verifying the below 25 items. The results are summarized in a Google Slides presentation and typically consists of a scorecard of the below items, explanation of the critical items that need to be fixed and why, and a list of recommendations on what needs to be implemented moving forwards.

The 25 item checklist is only the beginning. We realize every site and client is different, so we often include ad-hoc items in our report.

  • 1. Spam Check

    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.

  • 2. Sampling

    Sampling occurs at 500k sessions at the property level for the date range you are using (Analytics standard account). You will quickly run into sampling issues if you have more sessions in a month.

  • 3. Paid Search in 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.

  • 4. Messy URLs & Parameters

    Keep query parameters in the URL if they carry real value for your analysis. But make sure to remove “technical” query parameters as they negatively impact your data and analysis process.

  • 5. (not set) Dimensions

    A (not set) percentage of greater than 2% on one dimension indicates a potential implementation and/or configuration error in Google Analytics.

  • 6. Bounce Rate

    Landing pages with over 100 entrances and extremely high or low bounce rates indicate potential implementation issues.

  • 7. 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.

  • 8. Self Referrals

    Your own domain showing up as a referral indicates a potential tracking issue on your website.

  • 9. Custom Campaign Tracking

    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.

  • 10. Mediums w/ Low Traffic

    A high percentage of low traffic mediums indicates an improper setup of custom campaign tracking in Google Analytics.

  • 11. Social Traffic in Referral Channel

    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.

  • 12. Email Traffic in Referral Channel

    High volumes of email referrals indicate inconsistencies in your email link tracking. Further, it will result in higher numbers of Direct traffic as well.

  • 13. AdWords Integration

    Not correctly measuring AdWords clicks in your Google Analytics account is one indication for an incorrect integration of AdWords and Analytics.

  • 14. Large AdWords Discrepancies

    It’s very common that the number of AdWords clicks is not equal to Analytics sessions. Large differences indicate potential issues in your AdWords tracking and/or Google Analytics implementation.

  • 15. (Other) Channel Group

    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.

  • 16. High Proportion of Direct Traffic

    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.

  • 17. Branded Paid Search Traffic

    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.

  • 18. Site Search Configured

    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.

  • 19. Demographics Data Enabled

    Demographics Data can greatly enrich your data so that you derive deeper insights from your audience and optimize accordingly.

  • 20. 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.

  • 21. Event Tracking

    Event tracking is a feature you should always implement; this to measure and optimize on important interactions in addition to the regular pageviews.

  • 22. Custom Dimensions

    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.

  • 23. Custom Metrics

    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.

  • 24. Goals

    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.

  • 25. Goal and/or eCommerce Value

    Setting up goal or ecommerce value tracking is highly recommended. In most cases you should choose to set up goal OR ecommerce values, but not both. This to prevent duplicate measurements.

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