GA site audit

www.client-site.com
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Google Analytics Audit

Contents
Analytics strategy ......................................................................................... 3
Suggested actions ........................................................................................ 3
Profiles & dashboard ..................................................................................... 4
Tracking code .............................................................................................. 5
Profile Settings............................................................................................. 7
Adwords auto-tagging: Fine .......................................................................7
Adwords account connected: Fine .............................................................. 7
Adwords cost data importing: Fine ............................................................. 7
Remove PPC keywordID’s on landing pages: Fine......................................... 8
Yahoo & Bing manual utm tags: Missing ...................................................... 9
Newsletter & Email tags: Missing tags .......................................................... 9
On site search & category search: Not Enabled ........................................... 10
Goals & Ecommerce tracking ......................................................................... 11
Goals: ................................................................................................... 11
Ecommerce tracking: Product Category Not Enabled ..................................... 12
Events Tracking: Not-Active ..................................................................... 13
Custom Slots Tracking: Not-Active ............................................................ 13
Filters: ..................................................................................................... 14
Homepage filter: Add filter ........................................................................ 14
Log Spam: Add filter to prevent log spam impacting data ................................. 15
Exclude internal traffic & agency traffic: Add filter ....................................... 15
Webmail filter: Add filter and utm tags to email links ....................................... 16
Social traffic filter: Add filter and utm tags to twitter links ................................. 17
Self-referral filter: Add filter and standardise GA code for setDomainName ......... 18
Error 404 page url filter : Add filter to separate 404 traffic into /folder/ ................ 19
Appendix: GA Dashboard with list of errors ....................................................... 20

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ANALYTICS STRATEGY

We have reviewed the goals that require tracking for your campaign to be effectively
managed. The website structure provides visitors with a number of channels through
which leads can be generated.

These can be broken into categories:

1. Online booking and payment

2. Brochure request (eBrochure & postal brochure)
3. Email links (for example reservations@client-site.com)
4. Email newsletter sign up

We will assume each of these goals would have a value to Client-site and be equally
likely to result in a lead, with the exception of online booking payments.

To acheive setting up a robust and accurate Google Analytics account we have listed
the following known issues and actions below.

Please be aware whilst we have made every effort for the audit to cover most known
issues, it is possible there will be additional problems we will need to overcome once
further investgiation is carried out. We will keep you informed of any work that falls
outside of this scope and costs associated.

SUGGESTED ACTIONS
 Clients-Site provide estimated goal value for the following goal types:
1. Online booking and payment [Sales Revenue Value]
2. Brochure request [£0]
3. Email mailto links [£0]
4. Email newsletter sign up [£0]
 Analytics-Agency to provide detailed overview of requirements to accurately
track all the listed goal types.
 Configure account to work within Google Terms of Service.
 Add GA code to 404 pages.
 Ensure correct tagging of all marketing activity including Yahoo & MSN PPC,
email campaigns, etc.
 Enable on site search & category search to aid content management and
development of search campaigns.
 Enable tracking mailto / email contact.
 Resolve issue with multiple versions of homepage tracking.
 Resolve issue with tracking log spam.
 Exclude inflated visitor data caused by internal traffic & agency traffic (including
site confidence).
 Provide solution to self-referral problem / fix account to ensure correct attribution
of revenue to the correct marketing channel.
.

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PROFILES & DASHBOARD

Best practice is to set up multiple profiles within your Google Analytics account.

We recommend creating the following profiles:

 MAIN profile (with filters removing internal traffic, etc.)

 Raw data profile (no filters)
 PPC traffic only
 Organic traffic only
 Internal traffic (for testing)

You will use the master profile most frequently. Within this report you can segment data
to view any medium (PPC, organic, email, direct, etc.) you are interested in looking at.

If there are specific reports you know that you will be looking to access frequently we
can assist you with creating a dashboard to provide fast access to most commonly used
reports.

We can show you how to schedule monthly reports, that can be emailed through
Google Analytics and distributed to relevant parties.

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TRACKING CODE

Tracking code coverage: 52%

CHECK: We have scanned your site to ensure the GA code has not been missed from
any pages. Missing code will result in inaccurate data capture.
RESULT: Pages are missing GA code.
ACTION REQUIRED: Add GA code to http://oldforum.client-site.co.uk
http://www.google.co.uk/search?q=site%3Aoldforum.client-site.co.uk&num=100&as_qdr=all&pws=0

CHECK: The 404 or Not Found error message is a HTTP standard response
code indicating that the client was able to communicate with the server. Accurate
tracking of 404 pages enable website owners to keep track of any internal problems that
may exist on the website.
RESULT: Problems exist.
ACTION REQUIRED: Add GA code to http://www.client-site.com/page-that-does-not-
exist/

Article: How to edit the Custom404 pages templates within episerver

http://labs.episerver.com/en/Blogs/Joel-Abrahamsson/Dates2/2009/5/A-simple-solution-
for-custom-404-pages-and-permanent-redirects/

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Faster asynchronus GA code installed: Fine

CHECK: We have checked your site for the latest version of the analytics tracking code
as it offers an improved way to track website visitors with Google Analytics. It takes
advantage of browser support for asynchronous JavaScript to enhance the speed in
which the tracking code is loaded. With this version of the tracking code, you can also
place the snippet higher in the page without delaying subsequent content from
rendering.
RESULT: client-site.com is using the faster version of GA.
ACTION REQUIRED: no action required

For details of the speed test - see this link:

http://tools.pingdom.com/?url=http://www.client-site.com/

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PROFILE SETTINGS
Adwords auto-tagging: Fine
CHECK: Has auto-tagging been enabled? Auto-tagging appends a unique ID to the end
of the destination URL. This unique ID allows Analytics to report the details of the click:
which Adwords keywords brought a visitor to your site, which campaign that keyword
was from, and how much that click cost. You can calculate return-on-investment (ROI)
by associating this data with goals or e-commerce conversions.
RESULT: Auto-tagging was enabled.
ACTION REQUIRED: No action required.

Adwords account connected: Fine

CHECK: Has the Google Analytics account been connected to the correct Adwords
account? This enables AdWords click data (impressions, clicks and cost) to be
connected to the analytics data.
RESULT: It was connected to the correct AdWords account.
ACTION REQUIRED: No action required.

Adwords cost data importing: Fine

CHECK: Cost data is information imported from an AdWords account (i.e. impressions,
clicks, cost, CTR, CPC) into an Analytics account. This data is found on the 'Clicks' tab
of reports in the Traffic Sources --> AdWords section.
RESULT: Working correctly.
ACTION REQUIRED: No action required.

Time zone: Fine

CHECK: Ensure the analytics and Adwords time zones are set to reflect the main
market in which the campaign operates.
RESULT: Time zone is correctly set.
ACTION REQUIRED: None

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Remove PPC keywordID’s on landing pages: Fine

CHECK: PPC keyword ID`s are not visable on landing pages
RESULT: Landing pages are harder to analyse. Common parameters include
OVRAW, OVKEY, OVMTC, OVADID, OVKWID, OVCAMPGID, OVADGRPID, OVNDID,
ysmwa, msclkid
ACTION REQUIRED: no action required

Note: Here is a list of the 20 parameters found within GA:

URL parameter Count

ExcursionID 1587
pageid 651
CurrentPage 179
addCruise 176
CruiseEpiPageID 174
searchbynumbercriteria 164
voyagecode 164
VideoFileTitle 150
embarkdate 143
rc 123
voyagename 48
duration 36
deck 22
room 20
width 17
entryId 14
LinkId 14
height 11
userId 10
fromSectorPortCode 9
portIDs 9

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Yahoo & Bing manual utm tags: Missing

CHECK: Ensure Yahoo and MSN paid traffic has ?utm_medium=cpc&utm_source=bing

RESULT: If these tags are missing this PPC traffic is recorded as organic.
ACTION REQUIRED: Tags are missing, please add tags to your PPC campaigns for
Yahoo and MSN to allow correct tracking of your PPC campaigns.

 http://uk.search.yahoo.com/search?p=client+site

Tag to add to YSM ppc landing pages:

?utm_medium=cpc&utm_source=yahoo&utm_term={OVKEY}&utm_campaign=y_{OVCAMPGID}
&utm_content=y_{OVADID}_{OVMTC:standard:advanced:content}

 http://www.bing.com/search?q=client+site

Tag to add to Bing Adcentre ppc landing pages::

?utm_medium=cpc&utm_source=bing&utm_term={keyword}&utm_campaign=m_{OrderItemId}&u
tm_content=m_{AdId}_{MatchType}&msclkid={msclkid}

Newsletter & Email tags: Missing tags

Additionally, the following require manual utm url tags, to allow marketing channels to
be recorded correctly:

 vanity urls from offline marketing

 google base/products
 newsletter/email
 social links
 affiliate inbound links (only needed if utm_campaign data necessary)
 banners (which not part of GoogleDisplayNetwork)
 RSS news feed

Here is link to the Google Analyics URL bulder for manual utm tagging:
http://www.google.com/support/analytics/bin/answer.py?answer=55578

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On site search & category search: Not Enabled

CHECK: Ensure site search & category search is enabled.
RESULT: Establish user intent (what visitors are looking for on your website) and
additional keyword lists are not visible to you unless this is enabled.
ACTION REQUIRED: add SiteSearch (departureMonths) and Category Search (shipIds
or regionIds) parameters.

http://www.client-site.com/search.php
q=keyword
dateFrom=
dateTo=
regionIds=6
portIds=
shipIds=3,7
firstPortId=150
departureMonths=201108
durationList=11,12,13,14,15

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GOALS & ECOMMERCE TRACKING

Goals:

1. Online booking and payment [Sales Revenue Value]

2. Brochure request [£0]
3. Email links [£0]
4. Email newsletter sign up [£0]

CHECK: Reviewed all goals are being tracked correctly.

RESULT: Not tracking all required goals / problems with self referrals and correct
attribution of revenue Vs marketing source.
ACTION REQUIRED: Provide P&O with solution to resolve known issues with
attribution of eCommerce revenue including self referrals & revenue from staging site. In
addition to provide clear documentation outlining requirements for PPC, email, social,
etc. to be correctly tagged for Google Analytics.

Tracking mailto: Code Change needed

CHECK: Are you tracking all goals including mailto / email links?
RESULT: No
ACTION REQUIRED: An optional code changes is needed for pages where an email
link is present e.g. contact@client-site.com

Optional code change:

<a href="mailto:contact@client-site.com?subject=Message%20from%20website"
onclick="_gaq.push(['_trackPageview','/virtual/mailto/contact@client-site.com']);" >
Click here to email
</a>

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Ecommerce tracking: Product Category Not Enabled

CHECK: Ecommerce is fully enabled.

RESULT: Allows product selection and revenue data to be shown.
ACTION REQUIRED: Product category field is blank - enable product category.

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Events Tracking: Not-Active

Custom Slots Tracking: Not-Active

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FILTERS:
Homepage filter: Add filter

CHECK: Homepage filter url recorded correctly?

RESULT: Currently you are tracking multiple homepages
ACTION REQUIRED: Add filter to fix.

 http://www.client-site.com/
 http://www.client-site.com/en/
 http://www.client-site.com/index.htm

Note: it is best practice not to use the default homepage setting in GA, as this causes all
categories to change from “/en/” to “/en/index.asp”, not just the homepage “/”.

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Log Spam: Add filter to prevent log spam impacting data

CHECK: Ensure website is not vulnerable to log spam or recording traffic from
developers.
RESULT: Fake traffic and staging traffic is recorded.
ACTION REQUIRED: Add hostname filter.

Exclude internal traffic & agency traffic: Add filter

CHECK: Ensure internal traffic or call centre traffic is not included
RESULT: Visitors counts are skewed if filter not added. Previously this was a major
problem.
ACTION REQUIRED: Pls confirm filter on:

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Webmail filter: Add filter and utm tags to email links

CHECK: Ensure traffic from e-shots is recorded under the correct source & medium.
RESULT: Results are harder to analyse
ACTION REQUIRED: Add filter

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Social traffic filter: Add filter and utm tags to twitter links

CHECK: Ensure traffic from social is recorded under the correct source & medium.
RESULT: Results are harder to analyse
ACTION REQUIRED: Filter enabled. Ideally, tag links from social to ensure campaign
data captured aswell.

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Self-referral filter: Add filter and standardise GA code for setDomainName

CHECK: Referrals from owned domains separated.

RESULT: External referral traffic harder to analyse.
ACTION REQUIRED: Add filter to change visits from client-site.com and other web
properties into a medium of “self_referral” to seperate from other referrals.

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Error 404 page url filter : Add filter to separate 404 traffic into /folder/

CHECK: Broken pages are separated from active pages.

RESULT: Broken pages are harder to identify and fix.
ACTION REQUIRED: Add GA code to 404 pages, then add filter to move “page not
found” into /error_404/

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APPENDIX: GA DASHBOARD WITH LIST OF ERRORS

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Appendix: Example GA profile filters

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Appendix: code snippets

client-site.com
 GA: UA-xxxxxx-1
 Adwords google_conversion_id = unknownID;
 Adwords google_conversion_label = "unknownLabelID ";
 Adwords remarketing conversion_label = "unknownLabelID ";
 Yahoo ysm_accountid = "unknownID";
 MSN /mstag/site/unknownID/mstag.js
Also the DoubleClick, Blueithium, Atlas and eopinions are active on the website.

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Appendix: Adwords, YSM, Bing Tracking code snippets

examples
The sale confirmed pages should have Adwords, Yahoo, and Bing Converison scripts.

<!-- Google Code for Booking Conversion Page -->

<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = xxx;
var google_conversion_language = "en";
var google_conversion_format = "3";
var google_conversion_color = "ffffff";
var google_conversion_label = "xxxx";
var google_conversion_value = 0;
if (100.00) {google_conversion_value = 100.00;}
// var google_conversion_order_id = "TRANS_ID_Here"; // Enable dedup transactionID
// var google_conversion_items = 100.00, 1, 9999, 9999, 12345; // Item value, quantity, item_id, adwords_grouping, sku
/* ]]> */
</script>
<script type="text/javascript" src="http://www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img
src="https://www.googleadservices.com/pagead/conversion/xxxxx/?label=Lead&amp;guid=ON&amp;script=0&amp;value=100.00"
height="1" width="1" style="border-style:none;" alt="" />
</div></noscript>

<!-- MSN Conversion Tracking -->

<script type="text/javascript">
if (!window.mstag) mstag = {loadTag: function() {}, time: (new Date()).getTime()};
</script>
<script id="mstag_tops" type="text/javascript" src="//flex.atdmt.com/mstag/site/xxx/mstag.js">
</script>
<script type="text/javascript">
mstag.loadTag("conversion", {
cp: "5050",
dedup: "1"
})
</script>
<noscript>
<iframe src="//flex.atdmt.com/mstag/tag/xxx/conversion.html?cp=5050&dedup=1" frameborder="0" scrolling="no" width="1"
height="1" style="visibility:hidden; display:none">
</iframe>
</noscript>

<!—Yahoo -->
<SCRIPT language="JavaScript" type="text/javascript">
<!-- Yahoo!
window.ysm_customData = new Object();
window.ysm_customData.conversion = "transId=,currency=,amount=";
var ysm_accountid = "xxx";
document.write("<SCR" + "IPT language='JavaScript' type='text/javascript' "
+ "SRC=//" + "srv1.wa.marketingsolutions.yahoo.com" + "/script/ScriptServlet" + "?aid=" + ysm_accountid
+ "></SCR" + "IPT>");
// -->
</SCRIPT>

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Appendix: Suggested changes blog to wordpress then enabling

Yoast ga plugin
Note the blog currently using EPiServer.
http://blog.client-site.com/

If it was changed to wordpress, then this plugin could be used:

http://wordpress.org/extend/plugins/google-analytics-for-wordpress/screenshots/
http://www.youtube.com/watch?feature=player_detailpage&v=tnUXzbvXxSQ#t=75s

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