Google Analytics Audit – ConversionXL, Fred Pike

Question and Answer

What is Google Analytics?

Google Analytics is helps you make more money… but only if your data is trustworthy.

How does Google Analytics helps?

Google Analytics helps you make more money… but only if your data is trustworthy

What is Google Analytics (GA)?

Google Analytics (GA) is When is set up properly, it gives you insights that help you make better decisions:.

How does Google Analytics (GA) is set up properly,?

When Google Analytics (GA) is set up properly, it gives you insights that help you make better decisions:

What is Decisions?

Decisions is that can boost your sales, reduce acquisition costs and bring in better leads..

How does Decisions can boost?

Decisions that can boost your sales, reduce acquisition costs and bring in better leads.

What is most Google Analytics setups?

most Google Analytics setups is Unfortunately, are critically flawed..

How does most Google Analytics setups are critically flawed.?

Unfortunately, most Google Analytics setups are critically flawed.

What is bad data?

bad data is Since is worse than no data, this means the world’s most popular analytics tool is leading most businesses astray..

How does bad data is?

Since bad data is worse than no data, this means the world’s most popular analytics tool is leading most businesses astray.

What is This course?

This course is will show you how to take any Google Analytics account, find what’s broken and fix it..

How does This course will show?

This course will show you how to take any Google Analytics account, find what’s broken and fix it.

What is you?

you is So know you can trust your data (or your clients’.).

How does you know?

So you know you can trust your data (or your clients’.)

What is digital marketer.?

digital marketer. is Get ready to become a more well-rounded.

How does digital marketer. Get?

Get ready to become a more well-rounded digital marketer.

What is the skills?

the skills is And learn no data analyst should be without..

How does the skills learn?

And learn the skills no data analyst should be without.

What is this course,?

this course, is After taking you’ll… Know the key areas to check in Google Analytics to ensure accurate data collection Understand why things break in Google Analytics and learn multiple ways to solve those problems Use the “Outside-In Approach” to find issues that most experts miss Develop the mindset and discover the tools you need to troubleshoot issues in Google Analytics Concisely communicate your findings and solutions to your stakeholders Here’s what Fred will teach you… Google Analytics is a great tool — used on 70-80% of all websites — but its data can be really suspect. And unless your account is properly set up and maintained, you’re losing much of its value..

How does this course, taking?

After taking this course, you’ll… Know the key areas to check in Google Analytics to ensure accurate data collection Understand why things break in Google Analytics and learn multiple ways to solve those problems Use the “Outside-In Approach” to find issues that most experts miss Develop the mindset and discover the tools you need to troubleshoot issues in Google Analytics Concisely communicate your findings and solutions to your stakeholders Here’s what Fred will teach you… Google Analytics is a great tool — used on 70-80% of all websites — but its data can be really suspect. And unless your account is properly set up and maintained, you’re losing much of its value.

What is you?

you is Because can’t make good decisions based on bad data..

How does you can’t make?

Because you can’t make good decisions based on bad data.

What is it’s?

it’s is But not enough to simply find issues — that won’t solve you or your client’s problems..

How does it’s not?

But it’s not enough to simply find issues — that won’t solve you or your client’s problems.

What is a great analyst,?

a great analyst, is To be you also need to know how to fix those issues..

How does a great analyst, be?

To be a great analyst, you also need to know how to fix those issues.

What is this course?

this course is That’s why focuses not just on diagnostics, but remediation as well..

How does this course focuses not just?

That’s why this course focuses not just on diagnostics, but remediation as well.

What is This course?

This course is will give you a structured approach to remediation so you don’t fall into the common trap of causing more damage than you fix..

How does This course will give?

This course will give you a structured approach to remediation so you don’t fall into the common trap of causing more damage than you fix.

What is approach?

approach is Get a complete, structured in 14 lessons.

How does approach Get?

Get a complete, structured approach in 14 lessons

What is real-life examples,?

real-life examples, is Using we’ll go through many Google Analytics implementations to understand how they’re set up, where they’re broken and what to do to fix their problems..

How does real-life examples, Using?

Using real-life examples, we’ll go through many Google Analytics implementations to understand how they’re set up, where they’re broken and what to do to fix their problems.

What is you?

you is And to help become a more well-rounded problem solver, you’ll learn multiple approaches to fix a given issue..

How does you help?

And to help you become a more well-rounded problem solver, you’ll learn multiple approaches to fix a given issue.

What is We’ll?

We’ll is look at plenty of bad examples and explain why they’re bad..

How does We’ll look?

We’ll look at plenty of bad examples and explain why they’re bad.

What is you?

you is So don’t have to make the same mistakes..

How does you don’t have to make?

So you don’t have to make the same mistakes.

What is you’ll?

you’ll is Most importantly, develop an expert mindset for approaching Google Analytics..

How does you’ll develop?

Most importantly, you’ll develop an expert mindset for approaching Google Analytics.

What is the way,?

the way, is Along we’ll have some fun exploring how different companies are tracking their websites..

How does the way, have?

Along the way, we’ll have some fun exploring how different companies are tracking their websites.

What is access?

access is Even without to their accounts, we’ll explore how to use the developer console and some great chrome extensions to see what is going on behind the scenes..

How does access explore?

Even without access to their accounts, we’ll explore how to use the developer console and some great chrome extensions to see what is going on behind the scenes.

What is you’ll?

you’ll is Plus learn to ensure your Google Tag Manager setup is clean, which is also crucial for trustworthy data..

How does you’ll learn?

Plus you’ll learn to ensure your Google Tag Manager setup is clean, which is also crucial for trustworthy data.

What is 70–80% of websites?

70–80% of websites is use Google Analytics… and they all need an audit hero like you.

How does 70–80% of websites use?

70–80% of websites use Google Analytics… and they all need an audit hero like you

What is You?

You is don’t get accurate data in Google Analytics by accident..

How does You don’t get?

You don’t get accurate data in Google Analytics by accident.

What is You?

You is get accurate data with a proper setup and routine maintenance..

How does You get?

You get accurate data with a proper setup and routine maintenance.

What is every single website?

every single website is Which means needs someone with a reliable approach to diagnosing and fixing issues in their account..

How does every single website means?

Which means every single website needs someone with a reliable approach to diagnosing and fixing issues in their account.

What is you’re?

you’re is If an agency, Google Analytics audits are a high-value introductory offer that can lead to bigger contracts..

How does you’re are?

If you’re an agency, Google Analytics audits are a high-value introductory offer that can lead to bigger contracts.

What is you?

you is If work on your own business’s website, a structured approach is essential to ensure your team can make smart decisions..

How does you work?

If you work on your own business’s website, a structured approach is essential to ensure your team can make smart decisions.

What is other words,?

other words, is In once you master the process you’re about to learn, you’ll have an indispensable skill that over 70% of online businesses need..

How does other words, about to learn,?

In other words, once you master the process you’re about to learn, you’ll have an indispensable skill that over 70% of online businesses need.

What is This course?

This course is is essential for you if … You want a structured way to evaluate a Google Analytics property You want to know exactly where to look for problems You want to know how to fix the problems you find You are responsible for assessing the quality of Google Analytics data This course is NOT for you if… You’re a very experienced Google Analytics practitioner who has seen and fixed a lot of different problems You don’t regularly work with Google Analytics, or have just a basic skill level You don’t rely on Google Analytics data for improving your business Skills you should have before taking this course.

How does This course is?

This course is essential for you if … You want a structured way to evaluate a Google Analytics property You want to know exactly where to look for problems You want to know how to fix the problems you find You are responsible for assessing the quality of Google Analytics data This course is NOT for you if… You’re a very experienced Google Analytics practitioner who has seen and fixed a lot of different problems You don’t regularly work with Google Analytics, or have just a basic skill level You don’t rely on Google Analytics data for improving your business Skills you should have before taking this course

What is You?

You is need a good understanding of Google Analytics to be able to audit a property..

How does You need?

You need a good understanding of Google Analytics to be able to audit a property.

What is This course?

This course is will be much more meaningful if you have worked in Google Analytics before and understand the basic concepts..

How does This course will be?

This course will be much more meaningful if you have worked in Google Analytics before and understand the basic concepts.

What is Some material?

Some material is may be review for certain students, but we’ll explore these ideas from unique angles..

How does Some material may be?

Some material may be review for certain students, but we’ll explore these ideas from unique angles.

What is intermediate students?

intermediate students is Regardless, will learn a lot and dramatically improve their skills..

How does intermediate students will learn a?

Regardless, intermediate students will learn a lot and dramatically improve their skills.

What is this course,?

this course, is After you’ll want to run some Google Analytics audits on real properties to take your skills to the advanced level..

How does this course, want?

After this course, you’ll want to run some Google Analytics audits on real properties to take your skills to the advanced level.

What is Level set Get?

Level set Get is introduced to some key chrome extensions and the developer console..

How does Level set Get introduced?

Level set Get introduced to some key chrome extensions and the developer console.

What is the main tools?

the main tools is These are you'll use to run audits..

How does the main tools are?

These are the main tools you'll use to run audits.

What is Topics Covered:?

Topics Covered: is How to begin to use the developer's console to see all traffic being sent to Google Analytics..

How does Topics Covered: begin?

Topics Covered: How to begin to use the developer's console to see all traffic being sent to Google Analytics.

What is The four Chrome extensions?

The four Chrome extensions is that will be absolutely crucial to your audits..

How does The four Chrome extensions will be absolutely?

The four Chrome extensions that will be absolutely crucial to your audits.

What is Quick tip:?

Quick tip: is how to preserve navigation in the developer's console..

How does Quick tip: preserve?

Quick tip: how to preserve navigation in the developer's console.

What is 2. Account And Property Overview Let’s?

2. Account And Property Overview Let’s is get started by looking at the preliminary documentation about the property you’re going to audit..

How does 2. Account And Property Overview Let’s get started?

2. Account And Property Overview Let’s get started by looking at the preliminary documentation about the property you’re going to audit.

What is Topics Covered:?

Topics Covered: is Discover where to find basic information about the property and immerse yourself in the data..

How does Topics Covered: find?

Topics Covered: Discover where to find basic information about the property and immerse yourself in the data.

What is filters?

filters is Learn which to look for..

How does filters Learn?

Learn which filters to look for.

What is some basic ones?

some basic ones is If are missing, you'll know you may have a challenging audit ahead of you..

How does some basic ones are missing,?

If some basic ones are missing, you'll know you may have a challenging audit ahead of you.

What is Google Tag Assistant?

Google Tag Assistant is Learn how to use to discover how data is being sent to Google Analytics..

How does Google Tag Assistant Learn?

Learn how to use Google Tag Assistant to discover how data is being sent to Google Analytics.

What is 3. GA Property and View Next?

3. GA Property and View Next is you’ll learn to check key setup elements of the Google Analytics Property and View..

How does 3. GA Property and View Next learn?

3. GA Property and View Next you’ll learn to check key setup elements of the Google Analytics Property and View.

What is A proper Google Analytics setup?

A proper Google Analytics setup is includes at least two different views, and specific settings within each one..

How does A proper Google Analytics setup includes at least?

A proper Google Analytics setup includes at least two different views, and specific settings within each one.

What is that raw view,?

that raw view, is Verify that if it exists, does not have blocking filters applied..

How does that raw view, Verify that?

Verify that that raw view, if it exists, does not have blocking filters applied.

What is The raw view?

The raw view is is your safety net, so you don't want to restrict the traffic going to it..

How does The raw view is?

The raw view is your safety net, so you don't want to restrict the traffic going to it.

What is 4. Sending Page Views Correctly Now?

4. Sending Page Views Correctly Now is you’ll see how to go outside of Google Analytics to ensure that page view information is being sent accurately..

How does 4. Sending Page Views Correctly Now see?

4. Sending Page Views Correctly Now you’ll see how to go outside of Google Analytics to ensure that page view information is being sent accurately.

What is a visitor?

a visitor is When lands on a page, we'll ensure that one — and only one — page view is sent..

How does a visitor lands?

When a visitor lands on a page, we'll ensure that one — and only one — page view is sent.

What is Topics Covered:?

Topics Covered: is Learn how to use dataLayer Inspector+ (a Chrome extension) to verify accuracy in reporting page views..

How does Topics Covered: use?

Topics Covered: Learn how to use dataLayer Inspector+ (a Chrome extension) to verify accuracy in reporting page views.

What is Page views?

Page views is are fundamental Google Analytics dimensions — you need to make sure they're right..

How does Page views are?

Page views are fundamental Google Analytics dimensions — you need to make sure they're right.

What is examples?

examples is See of under- and over-reporting of page views and learn what can cause those issues..

How does examples See?

See examples of under- and over-reporting of page views and learn what can cause those issues.

What is a case study of a property?

a case study of a property is Look at that was only reporting about 30% of page views..

How does a case study of a property Look?

Look at a case study of a property that was only reporting about 30% of page views.

What is You'll?

You'll is be a hero when you run across instances like this and remediate the issue..

How does You'll be?

You'll be a hero when you run across instances like this and remediate the issue.

What is 5. The Hostname Filter Continuing?

5. The Hostname Filter Continuing is with our focus on accuracy, the hostname filter is one of the best ways to ensure Google Analytics is reporting visitors who actually visited the site you're auditing..

How does 5. The Hostname Filter Continuing is?

5. The Hostname Filter Continuing with our focus on accuracy, the hostname filter is one of the best ways to ensure Google Analytics is reporting visitors who actually visited the site you're auditing.

What is Topics Covered:?

Topics Covered: is Discover which hostnames are valid..

How does Topics Covered: are?

Topics Covered: Discover which hostnames are valid.

What is you're?

you're is If setting up a hostname filter for accuracy, you should be accurate in which hostnames to include..

How does you're setting up?

If you're setting up a hostname filter for accuracy, you should be accurate in which hostnames to include.

What is Review?

Review is why the raw view should not use the hostname filter..

How does Review should not use?

Review why the raw view should not use the hostname filter.

What is your own risk!)?

your own risk!) is (Skip this at Discover how the hostname (dh) is set in a Google Analytics hit..

How does your own risk!) (Skip?

(Skip this at your own risk!) Discover how the hostname (dh) is set in a Google Analytics hit.

What is 6. IP Filters Let's dive deep?

6. IP Filters Let's dive deep is into IP filters to see if they are set up correctly..

How does 6. IP Filters Let's dive deep see?

6. IP Filters Let's dive deep into IP filters to see if they are set up correctly.

What is We’ll?

We’ll is do this with Google Tag Assistant’s recording feature..

How does We’ll do?

We’ll do this with Google Tag Assistant’s recording feature.

What is Topics Covered:?

Topics Covered: is Learn to decode a CIDR IP address and ensure Google Analytics is properly filtering that address..

How does Topics Covered: decode?

Topics Covered: Learn to decode a CIDR IP address and ensure Google Analytics is properly filtering that address.

What is it.?

it. is Plus, how NOT to do.

How does it. do?

Plus, how NOT to do it.

What is Bad examples?

Bad examples is abound..

How does Bad examples abound.?

Bad examples abound.

What is the recording features of the Tag Assistant?

the recording features of the Tag Assistant is Use to verify that the IP filters are working properly..

How does the recording features of the Tag Assistant Use?

Use the recording features of the Tag Assistant to verify that the IP filters are working properly.

What is properties?

properties is See how to deal with using Anonymize IP..

How does properties See?

See how to deal with properties using Anonymize IP.

What is 7. Default Channel Group?

7. Default Channel Group is So far, we've focused on the accuracy of data being sent to Google Analytics..

How does 7. Default Channel Group focused?

7. Default Channel Group So far, we've focused on the accuracy of data being sent to Google Analytics.

What is our audit switches?

our audit switches is Now focus: making sure traffic is being reported in the right channels (which it almost never is)..

How does our audit switches focus: making sure?

Now our audit switches focus: making sure traffic is being reported in the right channels (which it almost never is).

What is Topics Covered:?

Topics Covered: is How traffic ends up in different channels, and how to audit Google Analytics properties to ensure the rules are being applied..

How does Topics Covered: ends up?

Topics Covered: How traffic ends up in different channels, and how to audit Google Analytics properties to ensure the rules are being applied.

What is the channel groupings?

the channel groupings is Learn how to customize for the property you're auditing to better reflect the unique traffic of that property..

How does the channel groupings Learn?

Learn how to customize the channel groupings for the property you're auditing to better reflect the unique traffic of that property.

What is the many ways traffic?

the many ways traffic is Look at some of can inadvertently end up as "direct" and how to move traffic to the right channel..

How does the many ways traffic Look?

Look at some of the many ways traffic can inadvertently end up as "direct" and how to move traffic to the right channel.

What is 8. Site Crawl Stepping?

8. Site Crawl Stepping is back into auditing accuracy, we’ll check to ensure the relevant snippets (GTM, analytics.js, and/or gtag) are on every page of the site we're auditing..

How does 8. Site Crawl Stepping back?

8. Site Crawl Stepping back into auditing accuracy, we’ll check to ensure the relevant snippets (GTM, analytics.js, and/or gtag) are on every page of the site we're auditing.

What is Topics Covered:?

Topics Covered: is With two different tools, you’ll learn to crawl your audit property to look for analytics tags that should and shouldn’t be there..

How does Topics Covered: learn?

Topics Covered: With two different tools, you’ll learn to crawl your audit property to look for analytics tags that should and shouldn’t be there.

What is utm_ parameters?

utm_ parameters is Learn to look for on the site you're auditing because they can throw off your session accuracy (and break traffic sources)..

How does utm_ parameters Learn?

Learn to look for utm_ parameters on the site you're auditing because they can throw off your session accuracy (and break traffic sources).

What is 9. Content Grouping and Query Parameters In?

9. Content Grouping and Query Parameters In is an ideal world, Google Analytics will report all the results for one specific page in one line..

How does 9. Content Grouping and Query Parameters In will report?

9. Content Grouping and Query Parameters In an ideal world, Google Analytics will report all the results for one specific page in one line.

What is part of?

part of is As our audit, we'll test if that's happening..

How does part of test?

As part of our audit, we'll test if that's happening.

What is Way?

Way is too often, it's not..

How does Way not.?

Way too often, it's not.

What is Topics Covered:?

Topics Covered: is Discover the main reason one specific page is broken into multiple lines (query parameters) and how to fix them during your audit..

How does Topics Covered: is broken?

Topics Covered: Discover the main reason one specific page is broken into multiple lines (query parameters) and how to fix them during your audit.

What is one more issue?

one more issue is Uncover that can cause page-reporting issues, the trailing slash, and how to audit and fix it..

How does one more issue Uncover?

Uncover one more issue that can cause page-reporting issues, the trailing slash, and how to audit and fix it.

What is the lowercase filter?

the lowercase filter is Learn when to use and why you should never use it in the raw view..

How does the lowercase filter Learn?

Learn when to use the lowercase filter and why you should never use it in the raw view.

What is 10. GA Events Google Analytics Events?

10. GA Events Google Analytics Events is are the heart and soul of a good Google Analytics implementation..

How does 10. GA Events Google Analytics Events are?

10. GA Events Google Analytics Events are the heart and soul of a good Google Analytics implementation.

What is the Events?

the Events is How good are in the website you're auditing?.

How does the Events are?

How good are the Events in the website you're auditing?

What is Topics Covered:?

Topics Covered: is The only thing worse than no Google Analytics events is too many..

How does Topics Covered: is too?

Topics Covered: The only thing worse than no Google Analytics events is too many.

What is You'll?

You'll is explore an example of a site with way too many events, and how they cleaned it up..

How does You'll explore?

You'll explore an example of a site with way too many events, and how they cleaned it up.

What is the minimum type of events?

the minimum type of events is Learn every website should have Learn to think like the website owner: What user interactions are most valuable to track and why?.

How does the minimum type of events Learn?

Learn the minimum type of events every website should have Learn to think like the website owner: What user interactions are most valuable to track and why?

What is 11. GA Goals Goals?

11. GA Goals Goals is are almost as important as events..

How does 11. GA Goals Goals are almost?

11. GA Goals Goals are almost as important as events.

What is the property?

the property is What does you're auditing want visitors to do?.

How does the property does?

What does the property you're auditing want visitors to do?

What is Topics Covered:?

Topics Covered: is As with events, you don't want too many..

How does Topics Covered: don't want too?

Topics Covered: As with events, you don't want too many.

What is You’ll?

You’ll is learn to verify that the goals make sense for the property you're auditing..

How does You’ll learn?

You’ll learn to verify that the goals make sense for the property you're auditing.

What is you?

you is Learn why want to be stingy with goals and extravagant with events..

How does you Learn?

Learn why you want to be stingy with goals and extravagant with events.

What is 12. PII (Personally Identifiable Information) PII?

12. PII (Personally Identifiable Information) PII is in the website you're auditing is a major problem..

How does 12. PII (Personally Identifiable Information) PII auditing?

12. PII (Personally Identifiable Information) PII in the website you're auditing is a major problem.

What is Google?

Google is can even delete all your data if it finds PII in your account..

How does Google can even delete?

Google can even delete all your data if it finds PII in your account.

What is your audit?

your audit is So let's ensure finds any PII that may exist..

How does your audit let's?

So let's ensure your audit finds any PII that may exist.

What is Topics Covered:?

Topics Covered: is Learn where and how to look for PII and how to look for it..

How does Topics Covered: look?

Topics Covered: Learn where and how to look for PII and how to look for it.

What is (It?

(It is can be hidden and hard to find.) Learn at least one approach to mitigating PII using GTM, so PII never gets sent to Google..

How does (It can be hidden?

(It can be hidden and hard to find.) Learn at least one approach to mitigating PII using GTM, so PII never gets sent to Google.

What is all PII?

all PII is Not is truly PII — but you’ll see why you should probably treat it as if it were..

How does all PII is truly?

Not all PII is truly PII — but you’ll see why you should probably treat it as if it were.

What is 13. EEC (Enhanced Ecommerce) EEC implementation?

13. EEC (Enhanced Ecommerce) EEC implementation is can be messy..

How does 13. EEC (Enhanced Ecommerce) EEC implementation can be?

13. EEC (Enhanced Ecommerce) EEC implementation can be messy.

What is We?

We is won't look at the details of implementing Shopify, WooCommerce, etc., but you'll learn how to audit some significant EEC setup issues in Google Analytics..

How does We won't look?

We won't look at the details of implementing Shopify, WooCommerce, etc., but you'll learn how to audit some significant EEC setup issues in Google Analytics.

What is Topics Covered:?

Topics Covered: is Verify that the Ecommerce checkout funnel is configured correctly, so that the site properly reports drop-offs between steps..

How does Topics Covered: is configured correctly,?

Topics Covered: Verify that the Ecommerce checkout funnel is configured correctly, so that the site properly reports drop-offs between steps.

What is dataLayer Inspector+ and GTM/GA Debug,?

dataLayer Inspector+ and GTM/GA Debug, is Using you’ll learn how to discover if the EEC data is being captured correctly..

How does dataLayer Inspector+ and GTM/GA Debug, Using?

Using dataLayer Inspector+ and GTM/GA Debug, you’ll learn how to discover if the EEC data is being captured correctly.

What is 14. Wrapping Up Congrats —?

14. Wrapping Up Congrats — is you’re just about ready to call yourself an audit hero!.

How does 14. Wrapping Up Congrats — just?

14. Wrapping Up Congrats — you’re just about ready to call yourself an audit hero!

What is look?

look is Now let's at some resources to help you continue learning..

How does look let's?

Now let's look at some resources to help you continue learning.

What is Topics Covered:?

Topics Covered: is This is the beginning of your journey — not the end..

How does Topics Covered: is?

Topics Covered: This is the beginning of your journey — not the end.

What is You'll?

You'll is continue to learn lots from the sites you audit..

How does You'll continue?

You'll continue to learn lots from the sites you audit.

What is You'll?

You'll is run into issues you never knew existed..

How does You'll run into issues?

You'll run into issues you never knew existed.

What is you'll?

you'll is And have fun figuring out what the heck went wrong!.

How does you'll have?

And you'll have fun figuring out what the heck went wrong!

What is CXL Live?

CXL Live is CXL and are great..

How does CXL Live are?

CXL and CXL Live are great.

What is look?

look is Let's also at some other channels where analytics nerds hang out as well..

How does look Let's?

Let's also look at some other channels where analytics nerds hang out as well.

What is the shoulders of giants:?

the shoulders of giants: is Standing on A quick review of my personal GA/GTM heroes — the people who helped me on my journey and from whom I continue to learn..

How does the shoulders of giants: Standing?

Standing on the shoulders of giants: A quick review of my personal GA/GTM heroes — the people who helped me on my journey and from whom I continue to learn.