8 Quick Tips For a Seamless Google Analytics Setup

We all know how useful Google Analytics is for our digital marketing efforts. By measuring marketing activities it is possible to completely streamline your approach and avoid costly mistakes. If you make no attempts to understand what’s working, it is much harder to reach your KPI’s.

However, it’s important to ensure that your Google Analytics set up is flawless, because otherwise you could be wasting time measuring inaccurate data and attempting to fix errors in your account.

1.       Account setup- properties, filters

When setting up your Google Analytics it is important to ensure that your account structure is correct. A Google Analytics account is broken down into three parts, the account, properties and views.

Your optimum Google Analytics structure will depend massively on your website. For the average small or medium business, it is usually ok to have just one property. However, if your business has several different websites, or a mobile site and a desktop site, these would usually be tracked in separate properties.

In terms of views, every website should have at least three views, a raw view, a main view and a testing view. The raw view is a backup view to protect against mistakes with filters. The testing view is for testing new goals and events, before you set them up on your main view.

Google Analytics

2.       Currency and time zone correct?

The next step is to ensure that you have the right currency and time zone selected. To do this click into view settings and scroll down to find the appropriate boxes, the settings should be changed for all of your views.

Google Analytics

3.       Enable demographics

In order to gain demographic information about your users, such as location, age and gender, you should ensure that you have demographics enabled. To do this, you should click into property settings, and again scroll down to the appropriate part of the page and slide the enable demographics button.

Google Analytics

4.       Tick bot filtering

A really simple way to avoid some spam being recorded in your analytics is to tick the bot filtering box. This will not remove all spam from your analytics, but it is a start and it’s super easy to set up. Just click into view settings and then tick the appropriate box.

Google Analytics

5.       Site search

If you have a site search function on your website, it’s really important that you enable site search. To do this, click into view settings, enable the site search button and input your query parameters. If you don’t already know your query parameters, they are really easy to find on your site.

Google Analytics

6.       Filters

It is always a good idea to set up a filter for your company’s IP address. That way all internal traffic will be excluded. Imagine how skewed your results would be if someone from your office kept checking or changing particular pages of your site.

It can also be a good idea to set filters against certain spammy sites. A good way to find spam sites to filter out is by looking at your data and identifying suspicious traffic.

It’s pretty easy to set up filters. Under view, click into filters, and then click to add a filter.

Google Analytics

7.       Enable ecommerce (for ecommerce sites)

This might seem pretty obvious, but if you are an ecommerce website, you should definitely be using the ecommerce features of Google Analytics.

To enable ecommerce, click into ecommerce settings in each of your views and toggle on the enable ecommerce button.

Google Analytics

8.       Tag manager?

If you haven’t already downloaded Google Tag Manager then you probably should right now. Not only does it have built in de-bugging features but it provides you with the flexibility to tweak simple tags without the help of a developer, keeps your tags well organised, and makes it super easy to add tags e.g. AdWords and remarketing tags.

Download Google Tag Manager


To conclude

  • Google Analytics is a fantastic tool which when utilised correctly, can boost your marketing efforts.
  • These quick tips will help you make the most of what Google Analytics has to offer.
  • If you need further assistance with Google Analytics, it is worth investing in Google Analytics consultants.

Set up your Google Analytics and want to check if it’s all correct? Take a look at our handy cheat sheet audit, which will take you through your Google Analytics account to ensure its setup is perfect.

Ed Brocklebank (aka Metric Mogul) is an analytics and digital marketing consultant. He helps business of all sizes become more data-driven through measurement, strategy and activation. He works as a Strategic Analytics Director at Jellyfish in London, as well as delivering training on behalf of Google and formerly General Assembly.