Customise Google Analytics so you can prove the value of digital marketing for your business

Google Analytics Toolkit
This guide is part of a Toolkit with 5 other resources. Find out more?

Google Analytics Setup Audit

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Who is this setup audit for?

All manner of businesses use Google analytics for web reporting, but many do not have it configured probably to support their unique business goals. These will vary from industry to industry, so we’ve designed this template to be helpful across many different verticals so you can configure your Google analytics to match your businesses KPIs. It will be especially useful for:

  • Marketing Managers who need to set up their Google analytics to review key metrics and allocate resources accordingly.
  • Small Business Owners who manage their own Google Analytics
  • Ecommerce marketers looking to make better use of Google analytics to get insights into customer journeys.

About the Google Analytics Setup Audit

  • Author: Dave Chaffey and Digital Marketing consultant Jill Quick
  • Format: Comprehensive 20+ page unbranded blank Word template – use to review set up for your business or to audit your clients. Select the sections most relevant for you or your clients.
  • Related content: We recommend this in-depth spreadsheet on using Google Analytics for Ecommerce for more detailed advice on Google Analytics customisation. Step 1 in our Guide to Google Analytics reviews all the customisations possible.

How will this Google Analytics audit template help me?

Many, many companies have Google Analytics tags setup on their sites, but in our experience, Google Analytics is often not set up correctly. To get the most from Google Analytics, it must be tailored to the organisation to reflect what the company wants to get from it. Customisation is needed to set up goals, funnels, events, custom variables and reports to help the business regularly review and improve its online marketing.

This template:

  • Reviews 15 key areas of Google Analytics setup - check what you’re missing
  • Allows you to produce a report showing improvements needed for customisation to measure
  • Should be used together with Step 1 in our 7 Steps to Google Analytics Ebook which provides further background
  • Is written by Dave Chaffey, a digital strategist who has the Google Analytics Individual Qualification
  • Recommends the best Google Chrome extensions to help you review current analytics setup

What does the template include?

Setup of Google Analytics is simplified into 16  key areas in a 20+ page report including:

  • Type of tagging - Classic Google Analytics and the newer Universal Analytics
  • Setting up views to exclude company staff
  • Goals and funnels
  • Marketing events
  • Marketing campaign tracking (including email marketing and social media marketing)
  • Custom segments
  • Ecommerce setup
Look Inside the Google Analytics Setup Audit

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Google Analytics Toolkit

The Google Analytics Setup Audit is part of Smart Insights Google Analytics Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 5 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage -  Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

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