Everyone who wants to drive digital marketing on data needs to set up the analytics tool. Google Analytics is one of the most basic tools that almost every business uses. How to set it up correctly and avoid the most common mistakes that will interfere with your data?
First of all, register a free Google Analytics account here.
After your account is created, remember about these ten tips that will help you to avoid the most common mistakes.
1. Learn how Google Analytics works
Each analysis system has a model of gathering and processing data. Be aware of how Google Analytics works before making decisions based on this data. Free Analytics Academy courses help to learn how to use the tool.
2. Put your code on every page, set cross-domain checking
Data in Google analytics does not take care of itself. If you need complete data from every page, you should put code on every page of your website. How can you do this? Go to Admin page:
In Property open Property Settings / Tracking Info / Tracking Code.
Here you are. You have your Tracking ID and Tracking Code with complete instructions for you or your developer on how to implement it on your page. Please be careful and do not send tracking information via a not secure channel.
3. Exclude your IP address
Configuring your account exclude your IP address from tracking. You could be happy seeing 100 sessions per day on your website, but if there are your sessions? Remember to exclude not only your IP address but also partners and agencies. How to do this?
Go to Admin section / View / Filters / Add Filter / type your IP address and exclude it.
4. Exclude robots and engine spiders
To save your data clear, you have to exclude traffic from robots and engine spiders. All you need to do is go to the View Settings section.
Go down and find Bot filtering. Stick Exclude all hits from bots and spiders and start tracking humans only. They are your clients and users, are they not? Do not forget to press Save to save your view settings.
5. Set up goals
Do you achieve your goals? Set them up in Google Analytics and answer this question. Go to the Admin section / View / Goal.
You can use templates from Google Analytics. There are four types of prefilled configurations: Revenue, Acquisition, Enquiry, Engagement.
However, if none of them meet your goal, you can set your custom goal up.
To set a custom goal, go to the Custom section and press Continue.
On the next step, you have to name your goal and choose its type. For example, you want to know the number of people who go to your blog after your main page.
Choose the goal type Destination and mention each step of your funnel, as shown in the image below.
Google Analytics has many possibilities of configurations, functions. You do not need to be an expert in each of them, but you have to define your main goals. Read more about defining and setting goals in Google Analytics here.
6. UTM parameters
Further, you can analyze where your users come from, opening the Source / Medium report (Reports / Acquisition / All Traffic / Source / Medium). However, you can see a big part of the direct / none traffic source for where there was no UTM source.
How can you fix this? Leaving the link to your website on different platforms or creating ads build the UTM link for this purpose and set relevant source and medium.
Where can you build a UTM link? Go to Campaign URL Builder following this link.
7. Use a tag management system
As mentioned above, you have to set the tracking code on your site to gather data in Google Analytics. Imagine that you need to add also other platforms’ codes. Should you put all of them on your site?
Doing this, you will get a simple answer for your competitors, which kind of tools you are using for your promotion, for example.
For instance, a good practice is to use a Tag Management system where you can put all of them and hide the information from external eyes.
Which TMS can you consider?
8. Segment your data
Segments in Google Analytics will help you to narrow your audiences for different purposes. For example, you have to check the performance of your campaign for particular metrics.
Your segments will not disappear if you change the type of report. You can compare them and use up to four. Learn more about segmentation in Google Analytics here.
9. Use Custom Reports
Google Analytics has a lot of great reports out of the box but also gives the possibility to create custom reports to analyze dimensions and metrics in the way you need it.
Go to section Customization / Custom Reports / New Custom Report.
Moreover, you can connect your reports with Google Data Studio and see them visualized in the brand way.
10. Compare Data
In conclusion, analyze your data, all the goals, and metrics relevant to your goals. Compare it with other analytics systems and make on-time decisions that will grow your business. Do not expect that someone will make recommendations and changes instead of you. Avoid or learn from your mistakes.
Keep your business growing!