Useful Tools When Doing Google Analytics Audits

Google Analytics Audit Tools

Published by

November 8, 2017

Below we have listed tools you can use to help you audit your Google Analytics setup that we find ourselves using again and again. We’re not affiliated with these products and our recommendation is based on them providing value while we perform audits for our clients.

Supermetrics Google Analytics tool

Supermetrics has developed a data integration tool for Google Analytics that works as an add-on for Google Sheets. While it is intended to be used as a data integration and visualization tool, it can be used as diagnostics tool. By checking individual interesting metrics, you can check if the data matches reality and your expectations.

The tool features a number of templates that can be used and trial version of this tool is free.

However, there is a template you can download for this tool that largely automates the process and checks for usual quirks and errors in Google Analytics setup. This helpful tool is also free and can be added to Supermetrics as a template. Using it is strongly recommended for any existing Google Analytics setup.

Google Analytics Audit Checklist: OnlineMetrics Tool
Google Analytics Audit Checklist: OnlineMetrics Tool

To work properly, this template needs to have enough data to judge whether the analytics account is properly set up.

Google Analytics Debug tool

This is a Chrome browser extension which automatically checks the configuration of Google Analytics. You can view the content of Google Analytics reports along with possible error messages in Java console of your Chrome developer tools.

Google Analytics Audit Checklist: Debug Tool
Google Analytics Audit Checklist: Debug Tool

While Google Analytics debug tool may be complicated to work, it provides deep insight into mechanics of Google Analytics. May require a bit of time to locate and fix issues.

Screaming Frog

Screaming Frog is a SEO tool, but for the purposes of Google analytics audit it is one of the best tools that enables you to quickly find out if the snippet is installed properly. In addition, you can discover a lot of other issues on the site.

Google Analytics Audit Checklist: Screaming Frog
Google Analytics Audit Checklist: Screaming Frog

Page Analytics

Page Analytics is another of Chrome extensions that helps in analyzing website and replaces Google Analytics Page reports with a more visual interface. While this tools is not intended for diagnostics, it can be used in this capacity as any problems in displaying results or reports in this tool may indicate problems in Google Analytics setup.

Google Tag Assistant

This is another extension for Google Chrome which tracks how Tags are installed on any website you have and provides a feedback on any issues that may exist. It is best used in conjunction with Tag Manager to track events.

Google Analytics Real Time reports

While performing audit, Real Time reports can serve as useful spot check for any changes you may make in the course of an audit or prior to starting one. Real Time reports enable you to check the implementation of events, tags and demographics features for example. It is also useful to check implementation of goals.

Google Analytics Audit Checklist: Real Time Reports
Google Analytics Audit Checklist: Real Time Reports
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Edin is a Senior CRO Consultant. Edin is into Google Analytics and testing (any A/B testing tool really) and likes to write about it. You can follow Edin on Twitter.