How to Audit Google Analytics Data, for Ecommerce

How to Audit Google Analytics Data, for Ecommerce

November 13, 2018 10:05 pm

Knowledge from Google Analytics helps ecommerce retailers make key selections. However that assumes the info is correct. On this publish, I’ll present directions for conducting a Google Analytics audit to verify the accuracy of the info or determine potential errors.

Google Analytics Audit Course of

The next areas may cause reporting errors.

Duplicate Google Analytics tags. Go to Conduct > Website Content material > All Pages and examine “Distinctive Pageviews” to “Pageviews.” Pages with a minimum of twice the variety of Pageviews as Distinctive Pageviews might include a number of Google Analytics tags.

Compare "Unique Pageviews" to "Pageviews." Pages with twice the Pageviews as Unique Pageviews could contain multiple Google Analytics tags.

Examine “Distinctive Pageviews” to “Pageviews.” Pages with no less than twice the variety of Pageviews as Distinctive Pageviews might include a number of Google Analytics tags. Click on picture to enlarge.

Touchdown pages and different pages reported as “(not set).” Navigate to the reviews at Conduct > Website Content material > All Pages and Conduct > Website Content material > Touchdown Pages. Pages listed as “(not set)” point out an issue with Google Analytics tags on the location. For instance, Occasions tags might be firing earlier than the web page tag, which might trigger Google Analytics to not determine the web page hooked up to the Occasions hit.

Navigate to the reports at Behavior > Site Content > All Pages and Behavior > Site Content > Landing Pages. Pages listed as “(not set)” indicate a problem with Google Analytics tags on the site.

Navigate to the studies at Conduct > Website Content material > All Pages and Conduct > Website Content material > Touchdown Pages. Pages listed as “(not set)” point out an issue with Google Analytics tags. Click on picture to enlarge.

To dig additional, if there are Occasions reported in Google Analytics, go to Conduct > Occasions > Prime Occasions, then Secondary Dimension by “Touchdown Web page” and report all Occasions the place the Touchdown Web page is “(not set).” This could give clues for which Occasions are usually not tied to pages.

go to Behavior > Events > Top Events, then Secondary Dimension by “Landing Page” and report all events where the Landing Page is “(not set).”

Go to Conduct > Occasions > Prime Occasions, then Secondary Dimension by “Touchdown Web page” and report all occasions the place the Touchdown Web page is “(not set).” Click on picture to enlarge.

If there are not any points with Occasions, attempt the identical course of with the Ecommerce stories, at Conversions > Ecommerce and making use of a Secondary Dimension by “Touchdown Web page.” For instance, the “Product Efficiency” report under exhibits Enhanced Ecommerce hits that aren't tied to a Touchdown Web page.

Try the same process with Ecommerce reports, setting Secondary Dimension by "Landing Page."

Attempt the identical course of with Ecommerce reviews, setting Secondary Dimension by “Touchdown Web page.” Click on picture to enlarge.

As soon as the Occasions or Enhanced Ecommerce hits are discovered that accompany the “(not set)” Touchdown Web page, the exhausting half is fixing it. (A licensed Google Analytics advisor might assist.)

AdWords not correctly built-in with Analytics. Visitors from Google Advertisements (previously AdWords) may be misreported if not arrange correctly. In “Use Google Analytics to Audit PPC Visitors,” I addressed methods to audit PPC visitors to verify correct reporting in Analytics.

Incorrect sources reporting. Go to Acquisition > All Visitors > Supply/Medium and evaluation the highest sources of Periods and Transactions. If any are unfamiliar or don't make sense, dig deeper. A typical service provider’s website may have natural, CPC, direct, and e-mail as the highest visitors sources, adopted by visitors from social and referrals. In case your area or one other supply is liable for a big proportion of Periods or Transactions, there could also be a monitoring or tagging concern.

To verify inner referrals and referral spam, see “Google Analytics: Eradicating Inner Visitors and Referral Spam.” If CPC, e-mail, social, or different visitors is just not displaying up as anticipated, learn “Google Analytics: Find out how to Monitor Marketing Campaigns.”

The "Source/Medium" report can quickly point to issues with tracking social, CPC, and email traffic.

The “Supply/Medium” report can shortly level to points with monitoring social, CPC, and e-mail visitors. Click on picture to enlarge.

Improper transactions or income. Be certain that the transactions and income reported in Google Analytics are inside ninety five % of precise on-line gross sales. Use the Conversions > Ecommerce > Overview report to match reported gross sales to precise for a given interval.

Revenue and transactions data should be within 95 percent of actual online sales.

Income and transactions knowledge ought to be inside ninety five % of precise on-line gross sales. Click on picture to enlarge.

If the transactions are near the precise however income is just not, take a look at particular person transactions within the “Gross sales Efficiency” report at Ecommerce > Gross sales Efficiency to determine points with the info despatched to Google Analytics by way of the Ecommerce tags.

If the transactions are close to the actual but revenue is not, look at individual transactions in the “Sales Performance” report at Ecommerce > Sales Performance

If the transactions are near the precise however income just isn't, take a look at particular person transactions within the “Gross sales Efficiency” report at Ecommerce > Gross sales Efficiency. Click on picture to enlarge.

Do the portions align with precise? Does Product Income look right with correct totals when together with tax and delivery?

If income and transactions are each too small, there could possibly be lacking gross sales because of the Ecommerce tags firing too low on the web page or the web page itself having loading points that impression the tags. Different areas to research are cost strategies in addition to bank card (comparable to PayPal) that redirect the consumer again to the order affirmation web page after making cost.

Duplicate transactions. If the above course of recognized greater numbers of transactions than precise, the issue could possibly be duplications. To audit for duplicate transactions, go to Conversions > Ecommerce > Overview and notice the whole transactions reported.

To audit for duplicate transactions, go to Conversions > Ecommerce > Overview and note the total transactions reported.

To audit for duplicate transactions, go to Conversions > Ecommerce > Overview and word the entire transactions reported. Click on picture to enlarge.

Then go to “Gross sales Efficiency” at Conversions > Ecommerce > Gross sales Efficiency and search for the entire rows of transaction IDs.

Go to “Sales Performance” at Conversions > Ecommerce > Sales Performance and look for the total rows of transaction IDs.

Go to “Gross sales Efficiency” at Conversions > Ecommerce > Gross sales Efficiency and search for the entire rows of transaction IDs. Click on picture to enlarge.

On this instance, there have been 308 transactions reported in complete, however 303 particular person transaction IDs. Meaning there have been 5 duplicate transactions, or roughly 1 % of the entire, which isn't too dangerous. In the event you see 10 % or extra duplicate transactions, examine. Work together with your ecommerce buying cart to implement an answer that doesn't permit clients to revisit the order affirmation web page to set off one other ecommerce transaction despatched to Google Analytics after the preliminary order. If the buying cart can't repair, customized JavaScript will be the reply. That might probably require a developer, nevertheless.

Knowledge Drives Progress

Correct knowledge in Google Analytics is important to drive ecommerce efficiency. Correctly establishing Google Analytics is crucial. For extra, see “Google Analytics Setup Guidelines for Ecommerce.”


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