Analytics Audit

A common cause of data inaccuracy is omitting one of the subpages when implementing the Google Analytics code. This results in sending selective information. The tracking code should be placed within each subpage of the website.

Another reason for collecting incorrect data is the presence of the same Google Analytics code on a selected subpage or on each subpage. This results in duplication of such metrics as sessions, page views, conversions, or events.

Your Google Analytics account should always have a view unmodified by any filters. This is very important because filters change your data irretrievably. If they were applied incorrectly or randomly, some of the metrics important to your company may be lost forever. At Verseo, when conducting an analytics audit, we make sure that your account data is properly filtered before analyzing it.

If you have not configured the tracking of events important for your business, it will be difficult to make a valuable analysis of the effectiveness of your marketing activities. Over 62% of online stores do not measure events such as adding a product to the cart or starting the purchasing procedure.

It is worth emphasizing that just the presence of events in the Google Analytics panel does not mean success. The results show that on average 1 out of 10 websites have them incorrectly configured. The most common errors are starting events at the wrong moment or activating them several times during a single action.
Another important issue is to verify the interaction events, namely those events that prevent a specific session from being counted as a rejection, even if the user does not go to the next subpage. We do not want all events to affect the bounce rate, because such an action diametrically influences the data on user engagement on the website.

If you can’t measure goals, you can’t determine the effectiveness of marketing channels. Without such knowledge, your company is not able to correctly allocate the advertising budget or invest in further SEO development, because it does not have reliable information as to whether these investments bring measurable benefits.

Connection to Google Ads account and Google Search Console allows for more effective analysis of site traffic and user engagement. In addition, we can import the goals set up in your Google Analytics account to the advertising panel, and as a result, our advertising campaign works more effectively.

Incorrect assignment of the traffic source is the second most common problem. It may be due to two reasons:

• no exclusion of unwanted referring sites (e.g. payment gateways),
• presence of UTM parameters within the site.

This results in overwriting the correct traffic source that led users to your site. Effect? When analyzing the effectiveness of channels, your company draws conclusions based on incorrect data.

Another problem with analyzing how users are acquired is the incorrect assignment of the traffic source to a specific channel. If you see that the section Other is getting more than 5% of the traffic in Default Channel Grouping, it’s time to think about a custom configuration.

Traffic from Facebook, which is very rarely assigned to the Social channel, is also problematic for Google Analytics. All of this makes the analysis of user acquisition sources, on the channel level, incorrect.