Google Analytics Audit- An Overview

Google Analytics Audit- An Overview

Authored by Ameex Technologies on 05 Sep 2019

Web Analytics has been a natural extension of Ameex offerings, given the company was built on the basis of its CMS offerings. While CMS capabilities was necessary to develop the website, web analytics capabilities was necessary to measure the performance of the website. There are various web analytics tools and technologies available in the marketplace. Google and Adobe are the two leaders in this space. While Google offers its basic services for free (though has various limitations such as sampling, aggregated information, etc.), Adobe offers its services in a subscription model.

While Ameex and its analytics subsidiary, i2 Decisions have experience in multiple web analytics tools and technologies, including Google and Adobe, given Google’s free basic version, many of i2 Decisions’ clients use the basic version of Google Analytics.

Over the years, we have honed our skills with the usage of Google Analytics and have developed framework to provide value-added service to our clients. We typically start any Google Analytics engagement by understanding the clients’ current usage of Google Analytics and its various features. After we complete the audit, we come up with a recommendation plan to help the clients maximize the usage of Google Analytics and its features.

The first step of the process is the audit of the usage of the tool.

Step 1:

In this step, we look at all features and capabilities of Google Analytics and bucket the usage of features/capabilities into three buckets Featured used properly Features under-utilized. These features/capabilities fall under the ‘Scope for Improvement’ category. For e.g. if certain functionalities of ‘Custom Tagging’ feature is not enabled, we put the ‘Custom Tagging’ feature under ‘Scope for Improvement’ Features not-utilized



Step 2:

The next step is to align the different capabilities into meaningful dimensions. In our framework, we have identified five different dimensions such as Google Analytics Utilization, Customer Acquisition, Campaign Management, etc. and bucketed the various capabilities within these dimensions.


Step 3:

We then measure the client’s maturity level of the usage of Google Analytics across each of these dimensions. We finally score each dimension with 1 being the least effective usage to 5 being the most effective.


Step 4:

Once the score is determined for the current usage of Google Analytics, we come up with a roadmap and implementation plan to help clients navigate from current scoring to desired scoring. As you can imagine, the desired score is not necessarily the highest someone can get in a particular dimension.

Step 5:

The roadmap and implementation plan will take each feature/dimension into consideration, showcase the reason behind specific scoring, and detailed action plan on how to improve the score/usage of the feature. To learn more about our Google Analytics framework and to request a free audit of your site, please reach out to us at