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10 Ways NOT To Use Google Analytics

Google Analytics is a wonderful tool – it allows you to see how visitors arrive at your website and what those users go on to do. However, its ‘Achilles’ heel’ is poor customization when setting up tagging.<br>

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10 Ways NOT To Use Google Analytics

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  1. 10 Ways NOT To Use Google Analytics

  2. Mistake 1. Not Upgrading To Universal Analytics And Not Using Google Tag Manager Google Analytics is a wonderful tool – it allows you to see how visitors arrive at your website and what those users go on to do. However, its ‘Achilles’ heel’ is poor customization when setting up tagging.

  3. Mistake 2. Not Having Control Of Your Google Analytics Account Audit who has access to your Google Analytics account now! Your Google Analytics Account contains commercially sensitive information about your website and you need to make sure past employees and past-contracted agencies no longer have access.

  4. Mistake 3 - Not Having Duplicate, Cleansed Views. Because of the way Google Analytics collects processes and reports on data, it’s impossible to get your data reprocessed. This means it’s important to have a number of views created when you sent up Google Analytics. 

  5. Mistake 4 - Not Enabling Demographic Data Or Remarketing. • Google Analytics identifies through its DoubleClick integration a high percentage of your audience’s demographic qualities such as age, sex, interests and what they are shopping for. 

  6. Mistake 5 - Not Using Or Misusing Campaign Tracking. • Google Analytics does a really good job of tracking inbound traffic to your site generally by identifying direct, organic, cpc and referral traffic out of the box.

  7. Google Analytics is built upon the concept of conversions. Its menu system and core reports are ordered around the ABC model  - Acquisition, Behaviour, Conversion. Mistake 6 - Not Measuring Conversions.

  8. Mistake 7 - Not Abiding By Google’s Terms Of Service. Let’s face it, Google Analytics is an amazing bit of kit, and it’s free – wow. So lets at least pay some respect to Google’s Terms of Service. 

  9. Mistake 8 - Not Using Event Tracking, Custom Dimensions & Metrics Or The User ID. Google Analytics has two features for understanding how users interact with content or objects on a page  - event tracking and enhanced e-commerce internal promotions. If you are an online retailer you should seriously consider using enhanced e-commerce deployed via Google Tag Manager, 

  10. Mistake 9 - Not understanding the Google Analytics data model. You need to understand how Google Analytics collects data, processes it and reports it. Understanding hits, sessions and users is fundamental to interpreting Google Analytics reports properly and then enabling you to create more meaningful custom reports and applying more useful unified advanced segments.

  11. Mistake 10 - Not acting on data. So good for you, if you have upgraded to Universal Analytics and deployed Google Analytics using Google Tag Manager. You’ve cleansed your data and duplicated a number of views, filtering out the noise and your using event tracking and a number of customer dimensions which allow you to really segment your data. 

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