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New Google Analytics Configuration Tool

Author's avatar By Dave Chaffey 30 Jan, 2012
Essential Essential topic

A free tool for setting up improved tracking in Google Analytics

Value: [rating=5]

Recommended link: Raven GA Config Tool

Our review of the tool

We’ve said many times that Google Analytics is a great tool “out-of-the-box” when you first setup the tags on your site. However, to really get the most from it, it needs a lot of configuration to tailor it for your business as we describe for the new version of Google Analytics in our online training course and Ebook showing 7 Steps to get more from Google Analytics.

I’ve recently discovered this free tool from Raven Tools that I wanted to tell you about since it's a nice tool to help with configuration. It makes some aspects of this an easier process since it steps you through what’s involved for a number of key setup areas of Google Analytics and then produces the tailored code to add to your site. This is much more straightforward than just using the Google Analytics documentation.

You can see from the page there are just 8 tools, the ones I would call out which I think will be most useful are:

  • Track your company Facebook page interactions - this assumes your using iframes to host interactive features on your Facebook
  • Event tracking - how people interact with your site - see our post on the 17 types of event you could be tracking
  • 404 tracking - something that’s often forgotten, but important to review to improve experience for when content on your isn’t found.

How to apply the tool

If you’re not happy with how Google Analytics is setup to report and improve your site I suggest you start by auditing what you could and should be measuring against what you are measuring. See all our articles from our Google Analytics Setup page and our Google Analytics Setup checklist.

Then work with your tech people or agencies who can implement the code on your site and then specify which of these make sense to implement for your site.

As with all updates to Google Analytics tracking, make sure you test them on a separate test profile before rolling them out to your main tracking profile.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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