Building automated reports from Google Analytics

Implementing Google Analytics:

Garbage in, garbage out applies to all kinds of data, including web analytics. Like any tool, Google Analytics requires setting up, and configuring to accurately deliver reports and insights. With GA 4, this is even more the case because it has been designed to process data from both apps and websites.

You can only improve your conversion rate if you can accurately measure it and understand user behaviour. We regularly undertake audits of GA to ensure your web analytics are correctly implemented and configured to provide valuable insights to help you optimise the user experience.

Google Analytics will never be 100% accurate because it’s a behavioural tool. In addition, not all users accept cookie consent policies and some visitors use ad-blockers etc. Some reasons Google Analytics data may not be sufficiently accurate include:

      • Content Security Policy prevents GA and GTM calling  relevant APIs.
      • GA has a limit of 500 hits per session and this can be reached if too many auto-event triggers (e.g. scroll reach) are enabled and journeys are not tracked with individual event tags.
      • Internal traffic and visitors from other environments (e.g. DEV or UAT) are not excluded.
      • Reliance on URL changes rather than data layer push for transactional events.
      • Data layer push script does not follow Google’s set format.
      • Too many products are purchased at once.  GA has a limit of 8192 bytes (8 kilobytes) for a single request in Universal Analytics.
      • JavaScript errors in the browser can prevent GA from firing. That’s why you should enable error tracking in GTM.
      • Developers don’t ensure scripts only fire once, and  so don’t prevent it firing each time a page refreshes.
      • Tracking code is fired just before users are redirected to another page.
      • Tracking code has not been implemented on other domains which form part of the user journey, iFrames or embedded applications on the site.
      • You haven’t removed query parameters from your page paths in GA.
      • You haven’t added a trailing slash to all page paths in GA.
      • Sub-domain tracking has not been configured where you are using subdomains.
      • Block known bots has not been enabled in GA.


If required, we will ensure knowledge is transferred to your business to allow you to manage your web analytics configuration and analysis on an on-going basis. Our service includes:

      • Audit and correcting the configuration of web analytics (e.g. set filters to exclude internal traffic, exclude personally identifiable information,  create calculated metrics and set goals).
      • Migrate to Google Tag Manager (GTM) for agile deployment and development of marketing tags (e.g. Facebook Pixel). GTM allows us to enrich your GA data and minimise the involvement of developers in the process of tracking user behaviour.
      • Create  and configure key users events (e.g. add to basket & sign up) for accurate reporting of user journeys. This allows us to build sales funnel reports to identify precisely where users drop out of the journey and where barriers to conversion may exist.  We use GTM to track all important user events and if required implement enhanced e-commerce tracking.
      • Link your GA account to Google Search Console to enable full  analysis of your SEO performance.
      • Build audiences for remarketing and re-engagement campaigns and make them accessible in  your Google Ads account.
      • Configure GTM for advanced analysis (e.g. scroll reach & video plays) and enhanced ecommerce if needed.

It’s important to get the basics right, as otherwise GA won’t deliver the required insights for evidence based optimisation. We often install other analytics solutions, such Microsoft Clarity or Hotjar Insights, to complement your web analytics platform. These solutions provide click and scroll heatmaps, and session recordings to better evaluate your user experience.

Our web analyst is fully accredited by the Google Analytics Academy and holds the Advanced Google Analytics certificate of achievement.

Advanced Google Analytics Certificate

Contact us for a free consultation at or call us on 01978 – 896787.