Google Analytics requires a lot of know-how to make sure that the data collection process goes as successfully and as accurately as possible
Google Analytics is still one of the top tools for data collection and brands that don’t use it are definitely missing out. Although the platform seems easy to use, it requires a lot of know-how to make sure that the data collection process goes as successful and as accurate as possible. Those that are new to using Google Analytics - or those who don't have in-depth knowledge of it - should read on as we’ve got a list of the common mistakes they could be making.
Google Analytics is not on every page
Websites that have countless pages will require more effort from both Google Analytics and its users. Surprisingly, most users make the common mistake of not having the analytics script run on every page. This of course results in missing data. It might be hard to see which of the pages already have the script or not but there are tools to help with the process.
Solutions like Screaming Frog, Hub’Scan, and TagCheckr, makes it possible to assess the script of multiple pages at once. In doing so, they are able to sort out which don’t have the analytics script.
Not using filters
One of the great features of Google Analytics is its filters. These include sorting options such as removing query strings, sessions for internal IPs, and more. These filters benefit bigger websites first and foremost as it helps them remove the unnecessary data and it helps them pinpoint those that will benefit them most.
Filters is one of the complicated features of Google Analytics. What’s worth noting is those that want to start with the basics should focus more on editing predefined filters. These are the easiest to use and they can measure several aspects such as ISP domain, IP address, and subdirectories.
Taking the data as is
Most newcomers to Google Analytics get surprised when they get their first batch of data. For instance, they could see that the results point to them having 100% conversion rates. What they don’t know though is that the parameters might be set improperly. During cases like these, it’s likely that conversions are counted when an IP address visits a page twice or if it stays in the page for 20 seconds or so. These metrics will push the conversion rates through the roof.
Before analyzing the data, it’s important to analyze the parameters being set first. The important thing to remember with Google Analytics is that if the results seem too good to be true, that might be correct.
Using the tool as is
Google Analytics is just one of the many amazing tools that Google offers for companies. People shouldn’t forget that Google is the king of many things on the internet.
What’s great its analytics tool is that it can be integrated with other Google platforms. Some of the essential integrations include AdWords, Search Console, and Tag Manager. This will help businesses, especially digital marketers, get the most out of the insights they gather.
Forgetting to automate reports
Another great feature of Google Analytics is that it can be automated given that the user knows how to do so. It’s not necessary to automate all of the solution’s processes but there are a few essential ones that need to be done. For instance, users should focus on automating the results whenever there is something important to take note of.
One way of doing this is by using Google Data Studio. This is a tool that can easily create reports based on several measurements. The rule of thumb is to set the solution to create a report at the end of every week. With the help of Data Studio, Google Analytics users will have one less thing to worry about.
There are a lot of ways to unlock the full potential of Google Analytics but avoiding these five common mistakes above will already put marketers on the right road. While these aren’t necessary, making these mistakes could result in bad results which of course lead to poor planning for growth and development.
To get to grips with other aspects of Google that could impact your marketing strategy, take a look at this infographic featuring helpful Google statistics from techjury: