Cleaning And Filtering Site Analytics Data Before Coming Up With An Online Marketing Plan

Cleaning And Filtering Site Analytics Data

The Importance of Cleaning up Your Data

To put it simply, inaccurate data can lead you to faulty conclusions. For example, the wrong data may convince you to cancel an ongoing campaign that may be actually working. Or you may change your strategy, only to find out later on that it was the right one all along.

Setting up Google Analytics

Accurate data can only be collected if Google Analytics is set up properly, And in the past, it was simply a matter of copy-pasting the Google Analytics tracking code in the HTML of each website. But as websites grew and new platforms became available, there are now other ways to help you add the code quickly and easily.

The Google Tag Manager code, as implemented on

Creating Filters

Now that you’ve got your Google Analytics code installed, it’s time to set up the next part: filters.

  • Exclude/include traffic from a specific ISP domain, useful if you’re in a large organization or if you’re using a payment gateway for your eCommerce site
  • Exclude/include only traffic to the subdirectories, to keep tabs on the traffic attracted to specific parts of your site
  • Exclude/include only traffic to the hostname

Advanced Segmentation

Of course, the instructions above are good if you just want to collect basic information from Google Analytics. However, you can further refine the data you currently have by making use of advanced segments, which can be found in the view itself.

  • Mobile and tablet traffic
  • Multi-session users
  • Sessions with conversions and/or transactions
  • Bounced sessions



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