Setting up a Google Analytics account is the first step to approaching Digital analytics in a insightful manner. In a sense one could say it is laying down the grounds for success. In this short post we would like to share our 5 step checklist to setting up Google Analytics account/property/view, based on the mistakes we have seen in the past:
1. Setting up Filters
The key filters we would advise setting up here are the Hostname filter and the filter to exclude the traffic from ‘biased’ IP addresses. For the first one we would recommend this guide. The main reasons for this is to fight ghost traffic that will make your numbers highly inflated in terms of traffic. IP addresses from your offices, home and optionally other engaged relatives/friends should also be added as an exclusion if possible.
2. Exclude referral traffic
Make sure to exclude your website as a referral traffic, so it does not interfere in your referral traffic report. Additionally for those using external store on the Shopify/Paypal or any other collections provider, make sure to add the address for those. A link on how to do it is here.
3. Sort your channels correctly
This is the one that we see most often completely neglected. Make sure that under Admin and Channel Settings you set your branded terms and then firstly separate the Branded and Organic paid traffic. That is super useful as both channels act completely differently. If you use any paid advertising or other utm tagged traffic, make sure you add it under Channel groupings, so you are able to see the difference between the organic and paid traffic. You will be glad you did that after a month of using this. More info and how to set it up, read the GA Help Centre Article.
4. Enable all reporting
Maybe it goes without saying for some but do enable Demographic, Remarketing and Advertising features. They can all be found under Property Settings and are the basis to get relevant insights into who is visiting your store plus enabling the options for retargeting them. Most start-ups and bigger clients, forget to enable this reports in the Google Analytics settings. Read how to do this.
5. Setup Goals
We will dedicate one of the future posts on this topic, but please make sure that you spend some time thinking what needs to happen before someone will actually buy something on your page. Setting up goals will help you estimate the quality of traffic so think of the following: in terms of which pages they needs to visit, how long they must be on the page and how many pages/session they need to be achieve, etc. Provided you have a video on the page, we assume it is there for a reason, so mark the viewing of it as a goals and then check progress regularly. You will see that increase in achieving this small ‘goals’ will relate to your’ ‘sales’ success, often linked to a very short time period.
We hope this helps you setup your Google Analytics account for a strong jumpstart in the new additional sales. Let us know if we missed something, happy to add it.