Google Analytics is easy to set up, but there are a lot of features that are often underutilized or not used at all. This is the Google Analytics checklist we use to make sure that analytics is not only set up properly, but also set up optimally with the right profiles, event tracking, and segments for the business I am supporting.
Google Analytics checklist items
Set up goals
Define the website’s goals and configure them in Google Analytics. Think beyond just the primary goals (“I want visitors to buy something”) to potential secondary and tertiary goals. Examples may include:
Be sure to assign a value to every goal. Even though it’s not “real money,” assigning relative values to each goal will help to evaluate your digital marketing programs through the Page Value metric.
Create Custom Views
Define views to help focus specific digital marketing efforts. The following views are a good place to start, but each business is different so be sure the views in Google Analytics meet your business’s needs.
We tend to create just a few views, rather than many. Too many views can quickly over complicate your setup and further refinements are better accomplished using custom segments.
Create Custom Segments
Understand visitor behavior through segmentation. Segments, like views, are frequently very business- or website-specific. Here is a quick list of segments to consider. Hopefully they can get your creative juices flowing.
Some of these require custom event tracking, which leads us to the next item on our to-do list.
Set up Event Tracking
Track events to understand on-page behavior. Just as page views help you to understand how visitors are using your website, events can help you to understand how visitors are using individual pages and the features on them. Every site is different, but here are a few events to consider:
Create alerts to catch problems and seize opportunities. Sudden or unexpected changes in behavior can mean life or death for your business, so why not have Google Analytics proactively email you when something important happens, instead of potentially waiting until it’s too late? Here are some ideas to get you started:
Set up Report Emails
Have important reports emailed to yourself automatically. Even if you check Google Analytics every day, email reports can come in handy especially when they go beyond the dashboard reports. Here are a few I like to have emailed:
There you have it, our Google Analytics checklist. What’s on your checklist?