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Why Your Google Analytics Is Set Up Wrong (and How to Fix It)
Google Analytics is the most popular web analytics tool in the world.
Small Business owners know two things; get a website and put the Google Analytics tracking code on it. This isn’t enough though, and it’s probably why you rarely look at your Google Analytics reports, you see them as useless and provide no insight. Sound about right?
In this article, I want to share some common mistakes, the fixes and how you can make the most out of Google Analytics.
Get the set up right.
As they say, if you’re going to do it, do it right. Dropping the tracking code onto your website isn’t ‘doing it right’.
Here are a few mistakes that most Small Business owners make:
- Not excluding internal IP addresses.
You visit your website often to update content and pages. Did you ever think that this might skew with your analytics data? Well, it does. You want to make sure you exclude any internal traffic.
Here’s how you do it:
Step 1. Find out your IP address. This is so easy! Google, “What is my IP address” and jot it down you’ll need it soon.
Step 2. Go to Google Analytics → Admin (1) → Filters (2) → add Filter.
Step 3. Give your Filter a name. Then copy and paste your IP address into the Filter pattern.
- Not using UTM parameters on email and social media posts.
If you don’t use UTM parameters in your email and social media marketing you’ll find a lot of traffic going to ‘Direct/None’. This is annoying and doesn’t provide you with any insights.
To solve this make sure you use Google’s URL Builder tool to create links before sharing them.
It’s crucial to establish internal naming conventions to ensure data quality. The best way to do this is with a Google Sheet and always use lowercase when building URLs.
- Installing your Google Analytics tracking code multiple times.
Is your bounce rate 0%? Unfortunately, your website isn’t so amazing that no one ever leaves. You’ve installed the tracking code twice. To check if you’ve installed more than one tracking code on your website, use Google’s Tag Assistant plugin.
When you load a web page, this tool will tell you what tracking codes are on it. It’s great for testing if you’ve implemented Google Analytics the right way.
Making the most out of your Google Analytics Data.
Once you’ve set your account up, don’t settle for only that. You want to be getting insights out of your analytics to help you make data-driven decisions.
Here are the best ways to do that:
- Setting up goal conversion is a must-do.
If you take anything from this article, please let it be this. I’m hoping you have business objectives and if you don’t go set some! But wouldn’t you love to know if your website is helping you meet them? This is where Google Analytics goals help. You can track actions that users take, such as purchasing on your website or filling out a contact form.
Read this fantastic guide by MonsterInsightsto configure goal tracking in Google Analytics.
- Try Event Tracking if you’re confident.
Tracking goals is excellent and if you get that far as a Small Business you’re ahead of the pack. But if you want to take it one step further then Event Tracking is for you. It’s great to know that your contact forms are being completed or that someone has purchased. But what happened before that? You have no idea. Unless you set up Event Tracking in Google Analytics.
You can set up Events to track pretty much anything you want, e.g. how far people scroll down a page or if that video you put on your landing page is being played and for how long. I could rattle on about Events for another 10 minutes, but it’s much easier to share this amazing guide that explains Event Tracking in Google Analytics.
First, you should audit your Google Analytics. You’ll want to make sure that you haven’t made any of the mistakes I mentioned in your set up. Next, if you’re feeling confident, you should look at implementing goal and Event Tracking.
If you get stuck, leave a comment below, and I’d be happy to help!
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