Intro

Yolo!

Checklist

Google Analytics Audit Checklist › Installation

Ensure Google Analytics is installed on every page
- Use Tag Assistant to see if tag is green & installed correctly
- Double-check other source to ensure Google Analytics is installed correctly

Google Analytics Audit Checklist › Goals

Are there any goals inside of Analytics?
- Do they have any completions in the last month?
- Do you understand how the goal is being fired?
- Are all goals unique & only being recorded once?
- Do they have event based goals & destination goals?
  - Are the event-based goals properly configured?
- Do all goals have a value associated with them?
- Do these goals effectively measure KPI’s?

Google Analytics Audit Checklist › Events

Do you currently have Events firing?
- Are your events firing correctly? Use network activity or Tag Assistant to check!
  - Recording events but can't see them? Are you using Tag Manager?
- Are you using non-interaction events? (Read more)
- Do you have values associated with all events?
- Do you have an event matrix to know what is being tracked? (Review this template)
- Are we missing the tracking of any major interactions on the site?

Google Analytics Audit Checklist › Filters

Is this account using Google Analytics filters?
- Do they have both account & view level filters installed?
  - Are the view filters actually working?
- Are both client IP & WMX IP filtered out?
- Are they filtering out Spam referrals?
- Are they using a filter to properly adjust capitalization?
- Can you find custom filters associated with this account?

Google Analytics Audit Checklist › Segments

Do you have segments & advanced segments set up?
- Do you have both condition based & sequence based segments?

Google Analytics Audit Checklist › Annotations

Can you see any annotations for the past year?
- What major changes have happened to the site in the past year? Where should they be annotated?

Google Analytics Audit Checklist › Custom Reports

Do they have custom reports set up?
- Review all current custom reports in this view
- What are our big initiatives currently & could we use a custom report to review them?
- Are your current custom reports attached to a dashboard or sent out regularly?

Google Analytics Audit Checklist › Dashboards

Do they have any Dashboards set up?
- Could you make the current dashboard better?

Google Analytics Audit Checklist › Integrations

Are you happy with how their settings & integrations are set up?
- Is Search Console claimed AND linked to Google Analytics?
- Is Adwords linked to Google Analytics?
  - Are they sharing goals? Do you know what goals are shared?
- Is Callrail a goal in Google Analytics?
- Is Optimizely linked to Google Analytics
- Do they have internal search? If so, is Site Search set up?
- Do you have custom alerts set up?

Summary

Summary?