How Fixing Analytics Helped Metsa Clarify their Vision for the Future


Metsa, an e-commerce store that sells unique children’s art, had trouble tracking their web traffic via their current Google Analytics configuration.

Their analytics reported large amounts of traffic, but very little average engagement.

Additionally, their funnel was not structured properly and events, such as conversions and micro conversions, were not correctly tracked. We jumped in and audited their setup using a checklist to spot the common problems.

After implementing our solutions, they were able to:

  • Reduce spam traffic to well below 5% of total traffic.
  • Start referral campaigns that could be accurately tracked and attributed.
  • Optimize their funnel and event tracking for higher conversions.
  • Use their improved funnel structure and goals to track cart abandonment and dropouts from their conversion channel.
  • Track micro conversions (activities users frequently engage in before purchasing) with Event Tracking.


The first problem we encountered was that Metsa’s website traffic, as reported in Google Analytics, was inflated by referral spam. The spam came from many sources and it was not possible to filter it using the common source filters.

We also found that their analytics was not configured to enable tracking of conversions and events. Since they lacked Tag Manager implementation, none of these improvements could be implemented indirectly.

The third problem we identified using Google Analytics was high bounce rate on the ‘My Account’ page, the page that allowed visitors to create their own accounts on the site. We analyzed the issue and realized that the link redirected to ‘Contact us’ page, without allowing the visitors to interact with it.

How we got Google Analytics back on track

Metsa asked us to give them an objective view of their traffic, as well as to set up easy-to-understand dashboards and KPIs they could monitor themselves. They expressed interest in our E-commerce Analytics package, which includes these services. We began by auditing their Google Analytics configuration.

It was immediately clear that a few serious issues existed in their Google Analytics setup. We applied our Google Auditing checklist and discovered the following issues:

  • No spam filters
  • No Funnel Structure or goals
  • No event tracking

First we started to sort out the spam problem. It was obvious that the site had serious problems with the amount of spam reported. This was the greatest issue we encountered because inflated traffic numbers rendered many other analytics inaccurate. Our detailed analysis revealed that 58% of all traffic reports were actually spam.

Traffic report before we implemented filters
Traffic report before we implemented filters

We created a filter that only reported the traffic reaching the website from its home domain – a solution that virtually eliminated spam from the account.
To solve the second problem (no funnel structure or goals) we needed to set up a funnel structure by creating a macro conversion goal within Google Analytics and mapping all the pages that led up to checkout.

Prior to solving the third issue, we realized there was no tag manager implemented on the website. We decided to use the Google Tag Manager to resolve the issues with event tracking by adding multiple events, such as scroll depth tracking and events to track form submissions. This allowed us to set up event-based goals to track micro conversions.

With that in place, the Google Analytics reports now showed how many users filled out and submitted the forms.

Results, Return on Investment and Future Plans

Upon reaching the final item on the checklist, we could safely confirm that the analytics account for was now optimally configured. Google Analytics would now track visitor behavior and record every action. Most importantly, the analytics reports would now be able to indicate the site performance in terms of revenue, conversion rates and micro conversions.

The data reports would now be available in a consistent way, easy to understand and act upon. The integrity of the data and quality of information available ensured that the team at Metsa would be able to gather actionable insights and improve their business.

Diagnostics was only the first step of the process, but once completed, it provided a platform for collecting quantitative data with confidence and integrity.

Tracking the traffic accurately enabled the team at to know not only where their customers came from, but also who they were and what they did on the site and how.

Conversion tracking enabled them to identify the proportion of the visitors who actually bought something.

The staff at is now able to maintain their analytics account, confident that the data they collect is correct.

Next Steps

Metsa immediately expressed interest in our E-commerce A/B testing offer, but we advised them to hold off on that until they increased their traffic.

We offered to continue to maintain their Google Analytics and to provide advice on the content of the site to help them reach their traffic goals.

Configuring and cleaning up the data in Google Analytics will continue to enable them to confidently increase their marketing budget and start new ad campaigns and social media sharing, confident in the knowledge that they will be able to track and properly attribute the individual sources and adjust their budgets accordingly.

Better-informed advertising will increase their ROI significantly. The final figures are not yet available, but they estimate that their savings will be between 60% to 70% per campaign.

Further activities on this site will continue as soon as Metsa collects enough traffic to make an A/B testing program viable.

The intention of the team is to expand their product line and customer base. Right now they ship only to the US and Canada. Their intent is to provide shipping to European Union as soon as their sales increase.

The proper optimization and customer research will be essential for these next steps. We’ve already recommended the Customer research package, which was exactly what they will need when they’re ready to expand to other markets.

Metsa quickly saw the rewards of our work to improve the accuracy and capability of their analytics, so much so that they’ve expressed interest in entrusting us with other aspects of their marketing strategy.