The 7 Mistakes Which Prove You Need Google Analytics Consulting

Google Analytics can be a fantastic tool, but too many people are making serious mistakes. By investing in Google Analytics consulting you will be ensuring that you gain actionable insights from your data and make the right decisions to make your business succeed.

We all know that it’s a good idea to track our user’s on site behaviour in Google Analytics. By tracking conversion rate it is possible to understand which marketing techniques are working best and should be enhanced. Studying event and goal flow can help you decipher which parts of your site need UX enhancement. Analysing what people are searching for on your site can help you determine which pages need greater visibility.

Making decisions based on data is the best way to improve your marketing and increase your revenue. However, too many people are making serious mistakes which limit Google Analytics’ usefulness.

Below I will outline some of those mistakes and make the case for Google Analytics consulting…

1. Not excluding internal traffic

This might seem obvious, but it’s amazing how many people are still recording their own employee’s activities on their site. A line of products might not seem quite so popular after all, if it turned out that Gerald from the office had been referring to information from those pages on a regular basis to create advertising material.

By setting an IP address filter on your data (leaving a raw view unfiltered) it is possible to ensure that you are only tracking the activity on your site of people you actually want to track.

2. Cross domain tracking

If you are an e-commerce website it’s likely that you are tracking activity cross domain e.g. to a third party cart system. This is pretty complicated. If not set up correctly this can lead to unnecessary new sessions being created and a whole host of other issues.

This mistake is actually pretty easy to fix with the help of Google Tag Manager which makes setting up cross domain tracking far easier.

3. Session Duration

Session duration seems like a pretty good way to measure how long people are on your site for right? For a content site particularly it might seem like a great way to discover how much people love your site. The metric is calculated with the following calculation: time of first hit on last page – time of first hit on first page = session duration.

However, time on site can be really misleading. For example, imagine someone comes to your site and spends two minutes on the first page they visit, three minutes on the next page and 15 minutes on the last page they visit. Their time on site is going to be recorded as only 5 minutes.

A good Google Analytics Consultant would be able to advise you on ways to improve the accuracy of the session duration metric.

4. Bounce Rate

Bounce rate is another useful metric to use to discover more about your users behaviour. However there are a number of mistakes that you could be making.

Firstly, take a good look at your bounce rate. If it seems to be really low that’s amazing right!? WRONG. If your bounce rate is really low, there is almost certainly an issue with your set up.

Secondly, bounce rate in itself can be a problematic metric for certain sites, particularly content sites. For example, imagine someone finds a bloggers newest article on social media, clicks on it and spends 15 minutes enjoying it? That’s going to be recorded as a bounce.

5. URL tagging

If you are not tagging your marketing campaigns, that is a major GA mistake. Whilst Google will record some information about where your traffic comes from, it is essential that you tag your marketing campaigns in a sensible manner in order to best understand which of your campaigns are working the best.

Don’t even think about writing your own tag code, use Google’s URL builder.

6. No raw data view

This could prove to be the biggest mistake that you make in Google Analytics! By setting up a raw data view you are protecting your website’s data against human error.

It’s fairly easy to set up a raw data view in Google Analytics, even without the help of a Google Analytics consultant, but it is absolutely essential that you do so.

7. Not using advanced Google Analytics features

It is the advanced features of Google Analytics which really allow you to understand your website users and improve your marketing efforts. If you don’t already use features such as site search, goals, events and e-commerce tracking, it really is time for you to start doing so. If you want to read more about advanced Google Analytics features, take a look at this article.

Why you should invest in Google Analytics consulting

When set up correctly, the data you collect from Google Analytics allows you to make data led marketing decisions which will minimise costs and maximise profits and customer loyalty. A good Google Analytics consultant will be able to ensure your account is set up correctly, help you clearly map out your business’s goals, and ultimately help you fully optimise your digital marketing strategy.

To conclude

  • When set up correctly Google Analytics is one of the most valuable marketing tools available to your business.
  • The benefits of Google Analytics are severely limited if you are making any of the above mistakes.
  • By investing in Google Analytics consulting you are taking an active step to improve your business, increasingly customer loyalty and driving sales and leads.


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.