I’m going to bet that you, your boss, or your clients are looking at Google Analytics and making decisions about where to invest money, what strategy to push, which tactics are working, who gets a raise, and who gets the sack. However, if the data inside that GA report is a little grubby, inaccurate, or lying to you, then you are making bad choices before you have even finished your morning coffee.In this talk I will share these mistakes, and what to do to fix them, including themes like: *How GA accounts are structured and what options you should be looking at for your sites *What toggles and settings do you need to care about, and the impact that has on your data *What you can do with the right Event Tracking (spoiler: loads of cool stuff!) *Making the most out of advanced features such as Custom Dimensions and Data Import

1. © THE COLORING IN DEPARTMENT 2018
@ColoringIn
MISTAKES IN YOUR
GA SET UP THAT CAN
TRASH YOUR DATA

2. INSERT INSTRUCTOR NAME
TITLE, COMPANY
INSERT
CLASS
TITLE© THE COLORING IN DEPARTMENT 2018
@ColoringIn
WHO IS
JILL QUICK
@jillquick
linkedin.com/in/jillquick01
jill@thecoloringindepartment.com
thecoloringindepartment.com

3. © THE COLORING IN DEPARTMENT 2018
@ColoringIn
Can I Take Your Order?
How GA accounts are structured and what options you
should be looking at for your sites
What toggles and settings do you need to care about, and
the impact that has on your data
What you can do with the right Event Tracking (spoiler: loads
of cool stuff!)
Making the most out of advanced features such as Custom
Dimensions and Data Import

4. © THE COLORING IN DEPARTMENT 2018
@ColoringIn
Why should you care about your GA setup?

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@ColoringIn
Crap in - Crap outCrap in - Crap out

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@ColoringIn
Your GA house is a mess

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@ColoringIn
What does this mean?

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@ColoringIn
©
Think of your account level settings as the
roof to your house. It is where you will group
your websites and apps. They will live ‘under
your roof’. Anything you do at Account level
affects the whole house. You will be assigned
an account number eg UA - 12345
Account Level aka
‘The Roof’
Think of your property level as the floor in your house. Your
floor can be your website or your app. At property level, you
will get given your tracking ID which is linked to the roof
(your account) eg UA-12345-1. You will add that tracking
code to your website or app and Google Analytics will start
to independently collect data to that floor. Anything you do
at Property level affects your View (windows).
Property Level aka
‘The Floor’
Think of your View level as the windows to
your floor. By default you get 1 window for
your floor. At view level, you can determine
the specific data you want to see for your
property, aka floor. So you are looking through
the window to see what your website or app
visitors are doing on your floor.
View Level aka
‘Windows’
You determine what you see when you
look through the windows by applying
filters to the view. Think of filters as
dressing your windows with drapes and
blinds which change how you see the data
from your floor.
Filter Level aka
‘Drapes & Blinds”
UA-1234
UA-1234-1
Reporting View 6782672
Exclude traffic from
office IP

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Basic Site
Basic Site
www.coloringindepartment.com
If you have a website on 1 domain you would
have an account, property and 3 views.
So 1 roof UA 12345, 1 floor UA 12345-1, and 3
windows (test, raw, reporting)
UA 12345
UA 12345-1

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Lots of brands under one company
Company with Multiple Brands
www.coloringindepartment.com
www.coloringincon.com
www.coloringinapp.com
If you have a company and you own several
businesses that all have their own unique
domains, visitors to one website are tracked
separately to another.
UA-12345-1
UA-12345-2
UA-12345-3
UA 12345
UA 12345-1
UA 12345-2
UA 12345-3

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@ColoringIn
Mix of subdomains used on 1 website experience
UA 12345
www.coloringindepartment.com
shop.coloringindepartment.com
account.coloringindepartment.com
UA 12345-1
Multi Domain Website
www.coloringindepartment.com
shop.coloringindepartment.com
account.coloringindepartment.com
If you have a company and you have several domains for
the same user journey, then you need to use cross domain
tracking. So, instead of having several floors where you
wouldn’t see the customer journey or be able to create
goals etc, you use the tracking code for 1 property across
all websites. That way Google Analytics is thinking that all
domains are the same, from a tracking perspective.
UA-12345-1 ON ALL DOMAINS

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No goals on your reporting views

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TITLE, COMPANY
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TITLE© THE COLORING IN DEPARTMENT 2018
@ColoringIn
Fix: Use ALL 20 per view

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@ColoringIn
Go home filters, you’re drunk

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@ColoringIn
Created filters based on URL structure

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@ColoringIn
Right idea, wrong filter

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@ColoringIn
Filter by Geo location

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@ColoringIn
Revenue / Page Views/ Data Discrepancy

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@ColoringIn

20. Fix: Exclude Staging Sites
INSERT INSTRUCTOR NAME
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© THE COLORING IN DEPARTMENT 2018
@ColoringIn

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@ColoringIn
Rouge subdomains not tracked

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CLASS
TITLE© THE COLORING IN DEPARTMENT 2018
@ColoringIn
Not always TRUE page views

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@ColoringIn

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Fix: Exclude search strings

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Not using events

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@ColoringIn
• Who scrolls down the page?
• Who opens the tabs?
• Clicks through the images?
• Looks at your social media pages?
• Prints the page?
• What CTA buttons are popular?
• Who plays the video?
• Who clicks the email address?
You are not a mind reader

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CATEGORY
Think of these as big broad
buckets for you to organise
your events
In English:
Category= Chicken
Bucket
ACTION
Describes the ‘doing’ i.e what
is the action that we are
tracking.
In English:
Action= Eating Fried
Chicken
LABEL
Used to further describe
the “doing” & the extent to
which your users are “doing”
something in relation to the
action
In English:
Label= Chicken Thigh
with Hot Sauce

28. © THE COLORING IN DEPARTMENT 2018
@ColoringIn
Not this

29. © THE COLORING IN DEPARTMENT 2018
@ColoringIn
Not this

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@ColoringIn
Not this

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@ColoringIn
Arrange findings into your Category Actions and Labels
Fix: Audit Site
Order no:####
Order no:####
Order no:####
Order no:####
3

32. © THE COLORING IN DEPARTMENT 2018
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= Build retargeting lists in GA
Tip: Build segments

33. © THE COLORING IN DEPARTMENT 2018
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Not using custom dimensions

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© THE COLORING IN DEPARTMENT 2018
@ColoringIn
Not using custom dimensions

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@ColoringIn
Your data
GA data
You will need a KEY

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@ColoringIn
Ideas for you
Your
data
• Refund
• Availability
• MRR
• Churn
• Author
• Category
• Commenter
• Social Shares
• Buyer
• Seller
• Job Title
• Lead Value
GA
data
• Product
• Ecom
• User ID
• Client ID
• Page URL • Page URL
• User ID
• Client ID
• User ID
• Client ID
Ecommerce SaaS Content Support/ UGC Two Sided
Marketplace
Lead Gen

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@ColoringIn
POP! The data is crunched and processed into
your reporting interface so you can--->
Add Secondary Dimensions
Build Segments
Build Remarketing Lists
Create Custom Dashboards
Build Data Studio Reports
Google Analytics Query API

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@ColoringIn
FANCY THE SLIDES AND
SOME TEMPLATES?
HTTP://BIT.LY/PPCHERO-JILL