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3 Upgrade Google Analytics settings

This section is about making sure you get as much rich data and insights into your Google Analytics account as possible. Some recommendation might not be relevant for you.

Google Analytics Settings

google analytics setupNext you can start by looking how the settings have been set up. Go to the Admin section and going through and mimicking the setup in the following parts:

  • Property settings; please not how “Enable Demographics and Interest Reports” and “Use enhanced link attribution” have been toggled on.
  • Google Signals; go to “Admin”, click on “Tracking Info” and then “Data Collection”, and toggle on “Data Collection for Google Signals”.
  • Tracking info; please note how Data Collection both “Advertising Reporting Features” and “Remarketing” have been toggled on. In the Referral Exclusion List the URL of your website needs to be filled in to prevent self referrals. The rest has been left at the default setting.
  • View Settings; please note how “Bot Filtering” and “Site search Tracking” have been enabled. Also, make sure you check the time zone in the account.
  • Filters; A simple Hostname filter has been set up, make sure you use your own URL instead of that of the Google Merchandise store.
  • Account Settings; under Account, click on “Account Settings”. Tick the box for “Benchmarking” and “Google Products and Services” and read the other three and make a choice to what extend you want others to have access to your data.

Now, if you have followed the advice from above, or you want to see what sort of data you can get, keep on reading.

Enable Google Analytics Cross Device and Store Visit reporting

Follow this link for detailed instructions on Google Signals. The activation page should look something like this:


If you have this toggled on, please visit our page on activating Store Visit reporting for Google Analytics. There are other conditions that need to be meet for Store Visit reporting to show up in your Google Analytics account. But once it does, it enables unique insights into the role your website plays in sending people into stores. Also note, that as a manufacturer or CPG brand, you can enable Store Visit reporting for a set of partner retailers. So no need to have owned and operated stores.

Google Analytics Benchmarking Reports

Let’s start with the Benchmarking report in the Audience section. Great feedback for any business owner on how your business is performing on some core metrics versus peers in your industry. Notice how I selected the vertical (clothing accessories), left the geography to “all countries” and selected the size of the daily session to closely reflect the size of the Google Merchandise shop.


You can see how your mix of traffic sources compares to others in your industry. But you can also look at how well you do within those traffic sources, by comparing bounce rates. You could use this to see where your competition is getting more or more qualified traffic and decide where to focus your attention. Absolute gold dust if you ask me.

Google Analytics Demographics and Interest Reports

From this report you can see the Affinity and In-Market segments that are connected to your visitors. If you drop a Converters and non-Converters segment on this data (as per screenshot below), you usually get an interesting picture. For most niche websites, you will see a very strong correlation with a very specific in market segment. If you are lucky, there are significant differences between converters and non converters. Either way, this could feed into your wider marketing strategy.  The data for the Google Merchandise shop (bottom left) is not that telling unfortunately. The other picture is Demo & Interest Report for in market segments for this blog, you can see there are some in market segments that correspond quiet well to the sort of people we would want to reach.

.GOOGLE ANALYTICS DEMOGRAPHICSsetting up google analytics


Universal Analytics Upgrade

Upgrade Universal Analytics as soon as possible. You have two options. You might still be using the old Google Analytics tag (ga.js) or not have the new Google Analytics tag (analytics.js) firing from all, or any, of your pages.

If you still have the old tag on your site (Google Tag Assistant will tell) you can find a guide on how to upgrade hereMake sure that you have only one version of the tag live at the same time on your website. Upgrading is fairly simple, unless you have set up a lot of custom events in the old version. Keeping those exactly the same will require some work. If you are not using them, just ignore them in the upgrade and they will not show up in the new setup.

If only a small part of your website is currently tagged up with the Google Analytics you will need to deploy the new Google Analytics tag on the pages that are missing the tag. If you have not installed a tag management solution yet, we would recommend using Google Tag Manager (GTM) to deploy all of the new tags.

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