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Configuring Tags Correctly in Google Analytics with Caleb WhitmoreDr. Ralph F. Wilson , Web Marketing Today - Jul 13, 2010 |
In this video interview web analytics expert Caleb Whitmore explains the importance of getting the JavaScript tags correct on your site so they'll feed accurate data to Google Analytics. Errors in these tags lead to inaccurate data in your reports.
On indicator of problems with tags is that your own site is shown as being the top "referring site."
Problems sometimes result because the generic tags that Google gives you are intended only for a basic site. Special tags are needed for sites with subdomains, external shopping carts, and other special situations. The key issue is the tags that control the domain name setting and the cookie for Google Analytics.
If you find that your tags are giving you problems, you can (1) review the technical documents or (2) get some help from a Google Analytics Certified Consultant. Even a couple of hours of consulting time can help a small business get off to a good start.
When set up properly, Google Analytics can show you the performance and value of your paid advertising, as well as help you identify where you're wasting money and where you're spending it well.
Whitmore's company offers a free tool, Analytics Health Check, that can help you identify problems with your Google Analytics installation.
Caleb Whitmore is the principal consultant and CEO of Analytics Pros in Seattle, WA, a Google Analytics Certified Partner. He is also a co-author of Performance Marketing with Google Analytics (Wiley, 2010). This interview was recorded at the eMetrics Conference in San Jose, CA on May 4, 2010.
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