Data Quality

Fix Duplicate Ecommerce Transactions in Google Analytics

A relatively common issue with ecommerce tracking in Google Analytics is that transactions are often counted more than once. This is not really caused by an error in Google Analytics. Rather it’s a problem in the ecommerce platforms and the tracking implementations. For the most part, Google Analytics will trust that you send valid and correct data. So it doesn’t try to correct anything. But just like it’s possible (but not allowed) to log PII (Personally Identifiable Information) in Analytics such as email addresses, it’s also possible to log the same transaction multiple times. Basically, Google Analytics will not fix duplicate ecommerce transactions for you – you’ll have to DIY.

The problems with duplicate ecommerce transactions are obvious. For one, you’ll simply be seeing too many transactions. And this will affect your ecommerce conversion rate, your sales quantity and your revenue totals as well. Your average order value will also be higher than it is in reality. You can’t trust this kind of data, and if you can’t trust your data, you risk making bad decisions. In this post, I’ll show how to find out if you have a problem in the first place, why the problem is there and how to fix it.  Continue reading

Data Collection

Use Screaming Frog to check for Google Analytics

If you see self referrals appearing in your Acquisition reports in Google Analytics, or if you are performing a Google Analytics implementation audit, one of the first steps is to make sure that the Google Analytics Tracking Code (GATC) is present on all pages – Screaming Frog will help you do that fast and easy.

In this post, I’ll show you a step-by-step guide for checking your website for pages that don’t have the GATC installed or don’t have the Google Tag Manager snippet present.

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Data Collection

How to check if Google Analytics is loaded

When you are setting up Google Analytics on your website, you’ll want to verify that it’s actually working and that data is being collected and processed. So even before you begin to configure events, ecommerce tracking etc., it’s crucial that you can trust your data collection. This involves checking if Google Analytics is being loaded at all and if your customisations such as event tracking is working as intended.

In this post, I’ll provide some tips and tricks that can help you in the initial setup phase on your Google Analytics implementation.

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Data Quality

Solving the low bounce rate problem in Google Analytics

Have you ever observed pages on your website with a 0% or very low bounce rate? If so, then chances are that you have a faulty Analytics setup. Well, of course it’s possible to have a website or a landing page that is just so amazing, that all of your users interact and stay on your website!

But, every time I’ve seen a close to zero percent bounce rate, it’s been caused by an error in the Google Analytics implementation. I’ll explain the most common of those in this post.

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Data Quality

The (Ultimate) Google Analytics Auditing Checklist

Google Analytics auditing is *the* first thing I do, everytime I start working with a new client. It’s one of those things that need to be in order before I can do anything else. Because, if we can’t trust our data, we can’t trust any of our decisions or recommendations. So one of the most important tasks is simply to secure that data is being collected, and that it’s being collected correctly.

So I thought, I’d share my checklist for auditing an existing Google Analytics setup. It’s impossible to make a complete list that will apply to all configurations since an Analytics configuration is (or should be) based on a measurement model specific to the business. But this list should cover (or uncover) most of the common issues. Continue reading