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How do you ensure the accuracy and reliability of your website analytics data?

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Website analytics and reporting are essential tools for website administration. They help you measure the performance, traffic, and user behavior of your website, and provide insights for improvement and optimization. However, not all analytics data are accurate and reliable. In this article, we will show you how to ensure the quality and validity of your website analytics data, and how to avoid common pitfalls and errors.

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1 Audit your analytics setup

The first step to ensure the accuracy and reliability of your website analytics data is to audit your analytics setup. This means checking that your analytics code is installed correctly on every page of your website, that your tracking parameters are consistent and relevant, and that your filters and goals are configured properly. You can use tools like Google Tag Assistant, Google Analytics Debugger, or Screaming Frog to audit your analytics setup and identify any issues or discrepancies.

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Michael Loftus

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Setting up your website's analytics account is critical to do properly once you get started. It is essential to filter your IP address from the website analytics data. Be certain to add an IP address filter for your respective IP addresses when setting up your search engine analytics account(s).

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Anna Orishchenko ??

Digital Performance Manager at Clinical Research Dental Supplies and Services Inc.
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I highly recommend setting up a separate debug filter with specific IPs for Developer Traffic. This way, your team and developers will be able to test events and see the traffic while in debug mode and then filter that traffic out when the testing is over.

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2 Validate your analytics data

The second step to ensure the accuracy and reliability of your website analytics data is to validate your analytics data. This means comparing your analytics data with other sources of data, such as server logs, CRM systems, or third-party tools, and verifying that they match or are within a reasonable margin of error. You can also use tools like Google Analytics Data Studio, Google Analytics Spreadsheet Add-on, or Supermetrics to create dashboards and reports that allow you to cross-check and visualize your analytics data.

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Anna Orishchenko ??

Digital Performance Manager at Clinical Research Dental Supplies and Services Inc.
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To validate data across platforms, set up unique User IDs and Order IDs (for eCommerce) and pass them to your analytical platforms. Having these unique keys will allow you to cross-compare and find and fix discrepancies.

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3 Clean your analytics data

The third step to ensure the accuracy and reliability of your website analytics data is to clean your analytics data. This means removing any unwanted or irrelevant data from your analytics reports, such as spam, bots, internal traffic, or duplicate transactions. You can use tools like Google Analytics Filters, Google Analytics Segments, or Google Analytics Referral Exclusion List to clean your analytics data and improve the quality and relevance of your reports.

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4 Monitor your analytics data

The fourth step to ensure the accuracy and reliability of your website analytics data is to monitor your analytics data. This means keeping an eye on your analytics reports and alerts, and detecting any anomalies or changes that might indicate a problem or an opportunity. You can use tools like Google Analytics Intelligence, Google Analytics Custom Alerts, or Google Analytics Real-Time Reports to monitor your analytics data and stay on top of your website performance and user behavior.

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Anna Orishchenko ??

Digital Performance Manager at Clinical Research Dental Supplies and Services Inc.
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Custom Alerts look slightly different in GA4. From the Reports window, click on “View all insights”. There you can create a custom insight notification with the specific conditions (metrics and values).

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5 Test your analytics data

The fifth step to ensure the accuracy and reliability of your website analytics data is to test your analytics data. This means experimenting with different variations of your website elements, such as layout, design, content, or functionality, and measuring their impact on your analytics metrics, such as conversions, bounce rate, or engagement. You can use tools like Google Optimize, Google Analytics Experiments, or Visual Website Optimizer to test your analytics data and optimize your website for better results.

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Anna Orishchenko ??

Digital Performance Manager at Clinical Research Dental Supplies and Services Inc.
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To monitor UX of your website, I also recommend Microsoft Clarity. It is a free software with heat maps and session recordings. Watching your web visitors’ journeys across your website, seeing excessive clicking and “pogo sticking” in real time or via recordings will help you identify user pains and improve your CX.

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6 Update your analytics data

The sixth and final step to ensure the accuracy and reliability of your website analytics data is to update your analytics data. This means keeping your analytics code, parameters, filters, goals, and segments up to date with the changes and developments of your website, your industry, and your audience. You can use tools like Google Tag Manager, Google Analytics Settings Variables, or Google Analytics Change History to update your analytics data and maintain its accuracy and reliability.

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How do you ensure the accuracy and reliability of your website analytics data?

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1 Audit your analytics setup

2 Validate your analytics data

3 Clean your analytics data

4 Monitor your analytics data

5 Test your analytics data

6 Update your analytics data

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