5 Most Common Mistakes Made in Implementing Google Analytics

It doesn’t matter if you are new to Google Analytics or have had an account for years, we could all use a health check when it comes to our valuable data. With an array of features and settings, even the most skilled analyst is bound to overlook something that could provide additional value. That is why we at Delphic conduct comprehensive Analytics Audits for our clients, in order to identify over 50 potential issues or missed opportunities within their accounts.

Below is a list of the 5 most common mistakes we have encountered, why you should care, and tips on how to correct them:

  1. Advertising Reporting Features – If you are not receiving data in your Audience Demographics and Interests reports you need to manually enable Advertising Reporting Features tracking in your property admin settings. You will then have the ability to create customer segments and targeting audiences using age, gender, affinity categories, and in-market data. This is especially useful for clients using third-party programmatic ad buying platforms, such as DoubleClick and The Trade Desk.
  2. Remarketing – If you are running paid search campaigns, you may be missing out on the powerful remarketing weapon available to you in GA. By turning on remarketing, you gain the ability to show ads to specific visitors to your website based on their behavior on your site. Although remarketing is possible directly in AdWords, creating your audiences in GA gives you access to behavior metrics and dimensions and allows you to target users who complete a specific sequence of events, all without adding additional code changes or remarketing tags.
  3. Filters – Although filters should be customized to fit specific needs of an account, there are four universal filters we recommend for most all reporting views:
    • Exclude employee and contractor IP addresses to prevent internal visits skewing data
    • Force URLs to lowercase to reduce duplication in content reports
    • Force campaign parameters to lowercase to reduce duplication in campaign reports
    • Force search terms to lowercase to reduce duplication in search term report

    By applying these four filters, you can ensure your data is more clean and accurate than it is currently.

  4. Not Tracking your Changes – Although they may not seem essential for data analysis, annotations are extremely important in decoding any anomalies you may encounter from marketing campaigns, site changes, changes within GA, or anything else. No matter if a change is big or small, you should add an annotation for anything that can or will impact your traffic.
  5. Ignoring what your Users Are Searching For – Having search functionality on your site is extremely valuable for collecting data on what your users are interested in, what they are having problems finding, and keywords they use that you might not have thought of for your paid search campaigns. However, if you do not enable site search tracking in your GA account property settings you are essentially neglecting to listen to what your users are telling you!


Questions about these settings? Don’t know where to start? Drop us a line. We’re happy to help.

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