Actually Accurate Analytics – Whiteboard Friday

Clean, helpful Google Analytics knowledge is all-vital — each for you, and for the shoppers and colleagues that will likely be engaged on the location sooner or later. Ruth Burr Reedy shares her best possible suggestions for getting your Analytics knowledge correct, constant, and future-proof on this week’s Whiteboard Friday.

Click on the whiteboard picture above to open a excessive decision model in a brand new tab!

Video Transcription

Hi, Moz followers. I am Ruth Burr Reedy, and I’m the Vice President of Strategy at UpBuild. We’re a technical advertising and marketing company specializing in technical search engine optimisation and superior internet analytics. One of the issues I needed to speak about as we speak, Whiteboard Friday, is about analytics.

So after I speak to SEOs about analytics and ask them, “When it comes to analytics, what do you do? What do you do first? When you’re taking on a new client, what do you do?” SEOs are sometimes actually keen to inform me, “I dive into the data. Here’s what I look like.Here are the views that I set up. Here’s how I filter things. Here’s where I go to gain insights.”

But what I usually do not hear folks discuss, that I feel is an excellent vital first step with a brand new consumer or a brand new Analytics account, or actually any time if you have not completed it, is ensuring your Analytics knowledge is correct and constant. Taking the time to do some primary Analytics housekeeping goes to serve you up to now into the longer term and even past your time at that given consumer or firm.

The individuals who come after you can be so, so, so grateful that you simply did this stuff. So as we speak we’ll discuss really correct analytics. 

Is your Analytics code on each web page?

So the primary query that you need to ask your self is: Is your Analytics code on each web page? Is it?

Are you positive? There are loads of various things that may contribute to your Analytics code not really being on each single web page of your web site. One of them is that if parts of your website have a distinct CMS from the principle CMS that is driving your website. 

Forums, subdomains, touchdown pages

We see this quite a bit with issues like subdomains, with issues like boards. A very widespread wrongdoer is for those who’re utilizing a device like Marketo or HubSpot or Unbounce to construct touchdown pages, it is very easy to neglect to place Analytics on these pages.

Over time these pages are on the market on the planet. Maybe it is only one or two pages. You’re not seeing them in Analytics in any respect, which suggests you are most likely not excited about them, particularly in the event that they’re previous. But that does not imply that they do not nonetheless exist and that they are not nonetheless getting views and visits. 

Find orphan pages

So, okay, how can we learn about these pages? Well, earlier than you do something, it is vital to do not forget that, due to the existence of orphan pages, you’ll be able to’t solely depend on a device like Screaming Frog or DeepCrawl to do a crawl of your website and be sure that code is on each web page, as a result of if the crawler cannot attain the web page and your code shouldn’t be on the web page, it is type of in an unseeable, shrouded in thriller space and we do not need that.

Export all pages

The greatest method, essentially the most positive approach to just be sure you are discovering each web page is to go to your dev group, to go to your builders and ask them to offer you an export of each single URL in your database. If you are utilizing WordPress, there’s really a very easy device you should utilize. It’s referred to as Export All URLs within the grand custom of very particularly named WordPress instruments.

But relying in your CMS and the way your website is about up, that is one thing you could virtually actually do. I would like a listing of each single URL on the web site, each single URL in our database. Your dev group can virtually actually do that. When you get this, what you are able to do, you would, for those who needed, merely load that record of URLs. You’d need to filter out issues like photographs and be sure to’re simply trying on the HTML paperwork.

Dedupe with Screaming Frog

Once you had that, you would load that entire factor into Screaming Frog as a listing. That would take some time. What you would do as an alternative, for those who needed, is run a Screaming Frog crawl after which dedupe that with Screaming Frog. So now you have obtained a listing of your orphan pages, and then you definately’ve obtained a listing of the entire pages that Screaming Frog can discover. So now we have now a listing of each single web page on the web site.

We can use both a mix of crawler and record or simply the record, relying on the way you need to do it, to run the next customized search. 

What to do in Screaming Frog

Configuration > Custom > Search

So in Screaming Frog, what you are able to do is you’ll be able to go to Configuration and then you definately go to Custom Search. It will pop up a customized search subject. What this can permit you to do is whereas the crawler is crawling, it can seek for a given piece of data on a web page after which fill that in a customized subject throughout the crawler as a way to then return and have a look at the entire pages which have this piece of data.

What I love to do after I’m on the lookout for Analytics info is about up two filters really — one for the entire pages that comprise my UA identifier and one for the entire pages that do not comprise it. Because if I simply have a listing of all of the pages that comprise it, I nonetheless do not know which pages do not comprise it. So you are able to do this together with your distinctive Google Analytics identifier.

If you are deploying Google Analytics by way of Google Tag Manager, as an alternative you’d search for your GTM Number, your GTM ID. So it simply relies upon how you have applied Analytics. You’re going to be on the lookout for a type of two numbers. Almost each web site I’ve labored on has a minimum of a couple of pages that do not have Analytics on them.

What you will typically additionally discover is that there are pages which have the code or that ought to have the code on them, however that also aren’t being picked up. So for those who begin seeing these errors as you are crawling, you should utilize a device like Tag Assistant to go in and see, “Okay, why isn’t this actually sending information back to Google Analytics?” So that is one of the simplest ways to just be sure you have code on each single web page. 

Is your code within the <head> and as excessive as potential?

The different factor you need to check out is whether or not or not your Analytics code is within the head of each web page and as near the highest of the top as potential. Now I do know a few of you might be considering like, “Yeah, that’s Analytics implementation 101.” But if you’re implementing Analytics, particularly for those who’re doing so by way of a plug-in or by way of GTM, and, after all, for those who’re doing it by way of GTM, the implementation guidelines for which might be slightly bit totally different, nevertheless it’s very easy for over time, particularly in case your website is previous, different issues to get added to the top by different individuals who aren’t you and to push that code down.

Now that is not essentially the tip of the world. If it will be very troublesome or time-consuming or costly to repair, it’s possible you’ll determine it isn’t value your time if every part looks like it is firing appropriately. But the farther down that code will get pushed, the upper the chance that one thing goes to go fallacious, that one thing goes to fireside earlier than the tracker that the tracker shouldn’t be going to select up, that one thing goes to fireside that is going to stop the tracker from firing.

It might be loads of various things, and that is why one of the best observe is to have it as excessive up within the head as potential. Again, whether or not or not you need to repair that’s as much as you. 

Update your settings:

Once you have gotten your code firing appropriately on each single web page of your web site, I like to enter Google Analytics and alter a couple of primary settings. 

1. Site Speed Sample Rate

The first one is the Site Speed Sample Rate.

So that is if you’re operating website velocity reviews in Google Analytics. Typically they don’t seem to be supplying you with website timings or web page timings for the location as a complete as a result of that is loads of knowledge. It’s extra knowledge than GA actually needs to retailer, particularly within the free model of the device. So as an alternative they use a pattern, a pattern set of pages to offer you web page timings. I feel usually it is round 1%.

That generally is a very, very small pattern if you do not have loads of visitors. It can develop into so small that the pattern dimension is skewed and it isn’t related. So I often prefer to bump up that pattern dimension to extra like 10%. Don’t do 100%. That’s extra knowledge than you want. But bump it as much as a quantity that is excessive sufficient that you’ll get related knowledge.

2. Session and Campaign Timeout

The different factor that I like to check out after I first get my arms on a GA account is the Session and Campaign Timeout. So session timeout is mainly how lengthy anyone must keep in your web site earlier than their first session is over and now they’ve begun a brand new session if they arrive again and do one thing in your website the place now they don’t seem to be being registered as a part of their unique go to.

Historically, GA routinely decided session timeout at 30 minutes. But it is a world the place folks have 1,000,000 tabs open. I wager you proper now are watching this video in one in all 1,000,000 tabs. The longer you will have a tab open, the extra doubtless it’s that your session will trip. So I like to extend that timeout to a minimum of 60 minutes.

The different factor that Google routinely does is about a marketing campaign timeout. So for those who’re utilizing UTM parameters to do marketing campaign monitoring, Google will routinely set that marketing campaign timeout at six months. So six months after anyone first clicks that UTM parameter, if they arrive again, they’re now not thought of a part of that very same marketing campaign.

They’re now a brand new, contemporary consumer. Your buyer lifecycle won’t be six months. If you are like a B2B or a SaaS firm, typically your buyer lifecycle might be two years. Sometimes for those who’re like an e-com firm, six months is a very very long time and also you solely want 30 days. Whatever your precise buyer lifecycle is, you’ll be able to set your marketing campaign timeout to replicate that.

I do know only a few people who find themselves really going to make that window shorter. But you’ll be able to actually make that longer to replicate the precise lifecycle of your clients. 

three. Annotations

Then the third factor that I love to do after I go right into a Google Analytics account is annotate what I can. I do know loads of SEOs, if you first get right into a GA account, you are like, “Well, no one has been annotating.Ho-hum. I guess going forward, as of today, we’re going to annotate changes going forward.”

That’s nice. You ought to positively be annotating adjustments. However, you may also check out general visitors tendencies and do what you’ll be able to to ask your coworkers or your consumer or no matter your relationship is to this account, “What happened here?” Do you keep in mind what occurred right here? Can I get a timeline of main occasions within the firm, main product releases, press releases, protection within the press?

Things which may have pushed visitors or seen a spike in visitors, product launches. You can annotate these issues traditionally going again in time. Just since you weren’t there doesn’t suggest it did not occur. All proper. So our knowledge is full. It’s being collected the way in which that we need to, and we’re monitoring what’s taking place.

Account setup

Cool. Now let’s discuss account setup. I’ve discovered that many, many individuals don’t take the time to be intentional and deliberate relating to how they arrange their Google Analytics account. It’s one thing that simply type of occurs organically over time. Lots of people are constrained by defaults. They do not actually get what they’re doing.

What we are able to do, even when this isn’t a model-new GA account, is attempt to impose some construction, order, consistency, and particularly some readability, not just for ourselves as entrepreneurs, however for anyone else who is perhaps utilizing this GA account both now or sooner or later. So beginning out with simply your primary GA construction, you begin together with your account.

Your Account Name is often simply your organization title. It does not completely matter what your Account Name is. However, for those who’re working with a vendor, I do know they’d favor that or not it’s your organization title versus one thing random that solely is sensible to you internally, as a result of that is going to make it simpler for them. But for those who do not care about that, you would conceivably title your account no matter you need. Most of the time it’s your firm title.

Then you have obtained your property, and also you might need varied properties. An excellent rule of thumb is that you need to have one property per web site or per group of web sites with the identical expertise. So in case you have one expertise that goes on and off of a subdomain, possibly you will have and then you definately even have, however so far as the consumer expertise is worried it is one web site, that might be one property.

That’s type of the place you need to delineate properties relies on website experiences. Then drilling all the way down to views, you’ll be able to have as many views as you need. When it involves naming views, the conference that I like to make use of is to have the location or part title that you simply’re monitoring in that particular view after which details about how that view is about up and the way it’s intending for use.

Don’t assume that you’ll keep in mind what you had been doing final yr a yr from now. Write it down. Make it clear. Make it simple for individuals who aren’t you to make use of. You can have as many views as you need. You can arrange views for very small sections of your website, for very particular and bizarre filters if there are some customizations you need to do. You can arrange as many views as it is advisable use.

Must-have views

1. Raw knowledge – Unfiltered, Don’t Touch

But I feel there are three views that you need to be sure to have. The first is a Raw Data view. This is a view with no filters on it in any respect. If you do not have already got one in all these, then your entire knowledge prior to now is suspect. Having a view that’s utterly uncooked and unfiltered means for those who do one thing to mess up the filtering on all of your different views, you a minimum of have one supply of complete uncooked knowledge.

I do know this isn’t new info for SEOs relating to GA account setup, however so many individuals do not do it. I do know this as a result of I’m going into your accounts and I see that you do not have it. If you do not have it, set it up proper now. Pause this video. Go set it up proper at times come again and watch the remaining, as a result of it will be good. In addition to naming it “Raw Data Unfiltered,” I prefer to additionally add one thing like “Don’t Touch” or “For Historical Purposes Only,” for those who’re not into the entire brevity factor, one thing that makes it actually clear that not solely is that this the uncooked knowledge, but in addition nobody ought to contact it.

This shouldn’t be the info we’re utilizing. This shouldn’t be the info we’re make choices by. This is simply our backup. This is our backup knowledge. Don’t contact it. 

2. Primary view – Filtered, Use This One

Then you are going to need to have your Primary view. So nevertheless many views you as a marketer arrange, there are going to be different folks in your group who simply type of need the info.

So choose a view that is your main filtered view. You’re going to have loads of your primary filters on this, issues like filtering out your inner IP vary, filtering out recognized bots. You may arrange some filtering to seize the total hostname for those who’re monitoring between subdomains, issues like that. But it is your main view with primary filtering. You’re going to need to title that one thing like “Use This One.”

Sometimes if there’s like one individual and so they will not cease touching your uncooked knowledge, you’ll be able to even say like, “Nicole Use This One.” Whatever it is advisable label it in order that even for those who obtained sick and had been within the hospital and unreachable, you received the lottery, you are on an island, nobody can attain you, folks can nonetheless say, “Which of these 17 views that are set up should I use? Oh, perhaps it’s the one called ‘Use This One.'” It’s a clue. 

three. Test view – Unfiltered

Then I prefer to all the time have a minimum of one view that could be a Test view. That’s often unfiltered in its base state. But it is the place I would take a look at out filters or customized dimensions or different issues that I am not able to roll out to the first view. You might have further views on prime of these, however these are the three that, for my part, you completely must have.

four. All Website Data

What you shouldn’t have is a view referred to as “All Website Data.” “All Website Data” is what Google will routinely name a view if you’re first establishing GA. Quite a lot of occasions folks do not change that as they’re establishing their Analytics. The downside with that’s that “All Website Data” means various things to totally different folks. For some folks, “All Website Data” means the uncooked knowledge.

For some folks, “All Website Data” signifies that that is the “Use This One” view. It’s unclear. If I get right into a GA account and I see that there’s a view named “All Website Data,” I do know that this firm has not considered how they’re establishing views and the way they’re speaking that internally. Likely there’s going to be some filtering on stuff that should not have been filtered, some historic mishmash.

It’s an indication that you have not taken the time to do it proper. In my opinion, a great search engine optimisation ought to by no means have a view referred to as “All Website Data.” All proper. Great. So we have got our views arrange. Everything is configured the way in which that we would like it. How that is configured could also be as much as you, however we have got these primary tenets in place.


Let’s discuss objectives. Goals are actually attention-grabbing. I do not love this about Google Analytics, however objectives are ceaselessly. Once you set a aim in GA, info that’s tracked to that quantity or that aim quantity inside that aim set will all the time be tracked again to that. What which means is that say you will have a aim that is “Blue Widget Sales” and also you’re monitoring blue widget gross sales.

Goals are ceaselessly

Over time you discontinue the blue widget and now you are solely monitoring pink widget gross sales. So you rename the “Blue Widget Sales” widget to now it is referred to as “Red Widget Sales.” The downside is renaming the aim does not change the aim itself. All of that historic blue widget knowledge will nonetheless be related to that aim. Unless you are annotating fastidiously, it’s possible you’ll not have a good suggestion of when this aim switched from monitoring one factor to be monitoring one other factor.

This is a big downside relating to knowledge governance and making choices primarily based on historic knowledge. 

The different downside is you will have a restricted variety of objectives. So it is advisable be actually considerate about the way you arrange your objectives as a result of they’re ceaselessly. 

Set objectives primarily based on what makes you cash

A primary rule is that you need to set objectives primarily based on what makes you cash.

You might need loads of micro conversions. You might need issues like publication signal-ups or white paper downloads or issues like that. If these issues do not make you cash, you may need to monitor these as occasions as an alternative. More on that in a minute. Whatever you are monitoring as a aim ought to be associated to the way you earn a living. Now for those who’re a lead gen biz, issues like white paper downloads should still be beneficial sufficient that you simply need to monitor them as a aim.

It simply depends upon your online business. Think about objectives as cash. What’s the location right here to do? When you concentrate on objectives, once more, do not forget that they’re ceaselessly and you aren’t getting that a lot of them. 

Group objectives effectively

So any time you’ll be able to group objectives effectively, take a while to consider how you are going to do this. If you will have three totally different kinds and so they’re all going to be scheduling a demo indirectly or one other, however they’re totally different kinds, is there a method you could have one aim that is “Schedule a Demo” after which differentiate between which kind it was in one other method?

Say you will have an occasion class that is “Schedule a Demo” and then you definately use the label to distinguish between the kinds. It’s one aim you could then drill down. A traditional mistake that I see with folks establishing objectives is that they have the identical aim in other places on the web site and so they’re monitoring that otherwise. When I say, “Hey, this is the same goal and you’re tracking it in three different places,” they usually say, “Oh, well, that’s because we want to be able to drill down into that data.”

Great. You can do this in Google Analytics. You can do this by way of Google Analytics reporting. You can have a look at what URLs and what website sections folks accomplished a given aim on. You do not should construct that into the aim. So attempt to group as effectively as potential and assume long run. If it at any time you are establishing a aim that is sometime going to be a part of a bunch of objectives, attempt to set it up in such a method you could add to that after which drill down into the person reviews fairly than establishing new objectives, as a result of these 20 slots go fast.

Name objectives clearly

The different factor you are going to need to do with objectives and with every part — that is clearly the thesis for my presentation — is title them clearly. Name them issues the place it could be unimaginable to not perceive precisely what it’s. Don’t title your aim “Download.” Don’t title your aim “Thank You Page.”

Name your aim one thing particular sufficient that folks can have a look at it at a look. Even individuals who do not work there proper now, folks sooner or later, the longer term folks can have a look at your objectives and know precisely what they had been. But once more, title them not so particularly you could’t then embody that aim wherever it exists on the location. So “Download” is perhaps too broad.

“Blue Widget White Paper Download” is perhaps too particular. “White Paper Download” is perhaps a great center floor there. Whatever it’s for you, take into consideration how you are going to title it in such a method that it will make sense to anyone else, even for those who do not work there anymore and so they cannot ask you. Now from speaking about objectives it type of segues naturally into speaking about occasions, occasion monitoring.


Event monitoring is likely one of the greatest issues about Google Analytics now. It was that to trace an occasion you had so as to add code on to a web page or on to a hyperlink. That was onerous to do at scale and troublesome to get applied alongside conflicting dev prospects. But now, with Google Tag Manager, you’ll be able to monitor as many occasions as you need everytime you need to do them.

You can set them up all by your self, which signifies that now you, because the marketer, because the Analytics individual, develop into the one who is in command of Google Analytics occasions. You ought to take that severely, as a result of the opposite aspect of that coin is that it’s extremely potential to get occasion creep the place now you are monitoring method too many occasions and also you’re monitoring them inefficiently and inconsistently in ways in which make it troublesome to extract insights from them on a macro degree.

What would you like and why?

So with occasions, take into consideration what you need and why. Any time anyone is like, “I want to track this,” ask them, “Okay, what are we going to do with that information?” If they’re like, “I don’t know. I just want to know it.” That won’t be a great case to make to trace an occasion. Understand what you are going to do with the info. Resist the urge to trace only for monitoring’s sake.

Resist knowledge for knowledge’s sake. I do know it is onerous, as a result of knowledge is cool, however strive your greatest. 

Naming conventions

As you are taking over, now that you’re the individual in command of occasions, which you might be, you take this on, that is yours now, develop naming conventions on your occasions after which develop into absolutely the arbiter of these conventions. Do not let anyone title something except it adheres to your conventions.


Now the way you title issues is as much as you. Some recommendations, for class, I like that to be the location part that one thing is in or possibly the merchandise kind. So possibly it is product pages. Maybe it is kinds. Maybe it is movies. However you will group these occasions on a macro degree, that ought to be your class.


The motion is the motion. So that is click on, submit, play, regardless of the motion is doing. 


Then the label is the place I prefer to get distinctive and be sure that I am drilling down to only this one factor. So possibly that is the place I am going to have the precise CTA of the button, or which kind it was that folks crammed out, or what product it was that they bought. Again, take into consideration info you could get from different reviews.

So for instance, you needn’t seize the URL that the occasion was recorded on as a part of the label, as a result of you’ll be able to really go in and have a look at your entire occasions by URL and see the place that occurred with out having to seize it in that method. The vital factor is that you’ve guidelines, that these guidelines are one thing you could talk to different folks, and that they might then be capable of title their very own classes, actions, and labels in ways in which had been in keeping with yours.

Over time, as you do that and as you rename previous occasions, you are going to have a an increasing number of usable physique of information. You’re going to be more and more evaluating apples to apples. You’re not going to have some issues the place Click is the motion and a few issues the place Click is the label, or issues that ought to be in a single class which might be in two or three classes. Over time you are going to have a way more usable and controllable physique of occasion knowledge.

Be constant

Then it is advisable be ruthless about consistency with utilization of those naming conventions. There will likely be no simply establishing an occasion actual fast. Or, in reality, there will likely be simply establishing an occasion actual fast, however it will likely be utilizing these guidelines that you’ve very completely outlined and communicated to all people, and that you’re then checking up to verify every part continues to be monitoring the identical method. A giant factor to observe for if you’re being ruthless about consistency is capitalization.

Capitalization in class motion and label and occasion monitoring will come again as two various things. Capital “C” and lowercase “c” class are two various things. So be certain that as you are creating new occasions that you’ve some type of standardization. Maybe it is the primary letter is all the time capitalized. Maybe it is nothing is ever capitalized.

It does not matter what it’s so long as it is all the identical. 

Think in regards to the future!

Then take into consideration the longer term. Think in regards to the day if you win the lottery and you progress to a fantastic island in the course of the ocean and also you flip off your telephone and also you by no means take into consideration Google Analytics once more and also you’re mendacity within the sand and nobody who works with you now can attain you. If you by no means got here again to work once more, might the individuals who work there proceed the monitoring work that you’ve got labored so onerous to arrange?

If not, work more durable to be sure that’s the case. Create documentation. Communicate your guidelines. Get all people on the identical web page. Doing so will make this entire group’s knowledge assortment higher, extra actionable, extra usable for years to return. If you do come again to work tomorrow, if in reality you’re employed right here for the following 10 years, you have simply set your self up for achievement for the following decade.

Congratulations. So these are the issues that I love to do after I first get right into a GA account. Obviously, there are loads of different issues that you are able to do in GA. That’s why all of us love GA a lot. 


But to interrupt it down and offer you all some homework that you are able to do proper now.

Check for orphan pages

Tonight, go in and verify for orphan pages.

When it involves Analytics, these is perhaps totally different or they is perhaps the identical as orphan pages within the conventional sense. Make positive your code is on each web page. 

Rename complicated objectives and views (and take away unused ones)

Rename all of your complicated stuff. Remove the views that you simply’re not utilizing. Turn off the objectives that you simply’re not utilizing. Make positive every part is as updated as potential. 

Guard your uncooked knowledge

Don’t let anyone contact that uncooked knowledge. Rename it “Do Not Touch” after which do not contact it. 

Enforce your naming conventions

Create them. Enforce them. Protect them. They’re yours now.

You are the police of naming conventions. 

Annotate every part

Annotate as a lot as you’ll be able to. Going ahead you are going to annotate on a regular basis, as a result of you’ll be able to since you’re there, however you’ll be able to nonetheless return in time and annotate. 

Remove previous customers

One factor that I did not actually discuss as we speak however you also needs to do, relating to the overall well being of your Analytics, is go in and verify who has consumer permissions to your entire totally different Analytics accounts.

Remove previous customers. Take a have a look at that when 1 / 4. Just it is good governance to do. 

Update sampling and timeouts

Then you are going to replace your sampling and your timeouts. If you are able to do all of this stuff and verify again in on them commonly, you are going to have a wholesome, sturdy, and very usable Analytics ecosystem. Let me know what your favourite issues to do in Analytics are. Let me understand how you are monitoring occasions in GTM.

I need to hear all about every part you all are doing in Analytics. So come holler at me within the feedback. Thanks.

Video transcription by

Source hyperlink Internet Marketing