March 24, 2019

GA 2.1 Mistakes in Your Google Analytics Setup That Can Trash Your Data

#GoogleAnalytics
For slides, transcript and extras:

5:40 — toggles and settings you need to care about, and the impact that this has on your data
16:00 — what you can with the right Event Tracking (spoiler: loads of cool stuff)
32:00 — making the most out of advanced features such as Custom Dimensions and Data Import
52:00 — Q&A

How Mistakes in Google Analytics Setups Can Ruin Your Data
Right. Mistakes in your GA that can trash your data.
Now, why should you care about your GA setup? I’m going to tell you a bit of a story. Some of you may know this story already. The reason that we called our company The Coloring-In Department, is because people had used that almost as a slur, as a mean thing to say to me when I was in the office.
When the budget was getting cut, or things were being moved, my department, my budget was the first one to go, and I’d have people say to me, “Well, we know marketing does stuff, but we don’t always know what the impact is.”
That’s when Google Analytics can really help you, because you’re reporting to people, and you don’t want them shouting at you saying, “I gave you this money and what did I get from it?” You want to be able to turn around and give them a number and show them some data.
Going back to my favorite quote from our data scientist, “Without data, you are just another person with an opinion.” You want to make sure that you can validate what you’re doing. On that thought, you also need to make sure that the data that you are providing is correct, because otherwise you will lose your credibility and people will shout at you, and nobody wants that.
Crap in, crap out. One of the things with any program, including Google Analytics, is that it’s as good as the settings that you have. If you have a bad configuration, if you haven’t turned a certain toggle on, then the data that’s inside those reports, those reporting views that you’re using to give information to your boss, your board, your client, whatever. You’ve got to make sure that the data that you’re presenting is actually valid data.
This messy door, this crap that can be in the back of your admin settings, I’m talking about this, the account settings. You arrive here by looking at the little left-hand cog, which will show your analytics account setup.

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