The Importance of Google Analytics Audits for B2B Tech Companies

Accurate data is essential to business operations—but many in-house marketers at B2B tech companies are using unreliable analytics to make key decisions.They often have a “set it and forget it” approach to Google Analytics that sees account access passing from one strategist to another without a second glance. This can create a variety of data integrity problems, including duplications, outdated tracking links, internal traffic logging, and more. 

When using this information to develop strategies and make business decisions, it can have a negative impact on results and profitability. An audit by an experienced Google Analytics agency is the fastest and most effective way to restore and ensure marketing data integrity for accurate and informed decision-making.

How to know if you need a Google Analytics audit

Because data integrity can be so closely tied to business performance, a comprehensive and bespoke Google Analytics audit is a smart choice for all businesses. Think of it like going to your GP for a recommended screening—the idea is to catch any issues before they turn into big problems. 

A Google Analytics agency can help you rectify any problems and improve the health of your data. You might need to seek out an audit as soon as possible if any of the following apply:

• You didn’t set up your team’s Google Analytics account, and you aren’t sure who did
• The original person or team who set up the account is no longer with your company
• It’s been more than three months since anyone’s evaluated the accuracy of your Google Analytics account data
• You’re toggling between multiple properties on a regular basis
• You view website data in a dashboard, but you aren’t sure where it’s coming from
• You utilise a mix of analytics services to create reports and make decisions
• You have removed or added eCommerce functionality on your website
• You can’t seem to see all of your website and app traffic in one place
• You’re unable to track user journeys through your site or across channels
• Reviewing data sets feels taxing and difficult
• The account is not set up to exclude traffic generated by your team
• The decisions you make with this data tend not to turn out the way you expected
• The data in your Google Analytics account is unusually high or suspiciously low
• Google Analytics has stopped importing data and you aren’t sure why
• You plan or want to migrate from Universal Analytics to Google Analytics 4
• You recently launched a new website, or plan to do so in the near future
• You’ve added or removed plugins from your website
• You know your company has set up some digital analytics tools, but aren’t sure which ones or how to use them
• You aren’t tracking any digital analytics as you’re concerned about a negative impact on website performance or customer experience 

What does a Google Analytics audit include?

Google Analytics audits are very comprehensive and apply to every area of your account that can impact data collection. The specific list of points to audit may vary based on how you use your account. For example, a B2B tech company offering online or in-app subscription sales may need to track those conversions. If your company doesn’t offer online purchasing, this metric won’t apply to you. Instead, your audit will focus on all the other areas of Google Analytics that impact your day-to-day operations.

A Google Analytics expert may do any or all of the following when auditing your account:

• Version check: It may make more sense for you to utilise Google Analytics 4 over Universal Analytics. A Google Analytics agency auditor can assess your current version and suggest any useful upgrades. 
• Test connections: When Google Analytics data collection stops—or dramatically decreases — it can be the result of a connection error. An audit will uncover the source of any problems and help you reach a resolution quickly. 
• Review goals: When was the last time you reviewed the tracked goals and conversions in your Google Analytics account? Taking a fresh look at these metrics can help you evaluate what tracking methods will be the most beneficial for your business going forward. This step can also include a review of tracked links, to ensure you’re only tracking clicks on accurate, live URLs. 
• Set up exclusions: If your team is regularly checking and updating your web properties, it can impact your data. Ensuring that your account has the appropriate exclusions set up will improve the accuracy of future data sets. 
• Link properties: Moving between multiple Google products to record data from multiple websites and apps is time intensive. Establishing the correct connections can help you get more time back in your day.
• Tag and campaign review: An auditor can assess the way you use any other Google services that may feed into or work alongside Analytics. This includes Google Ads, Google Tag Manager, Google Data Studio, Google Marketing Platform and Google Search Console.
• Confirm user access: It’s easy to forget to remove Google Analytics users who no longer need access to your account. An audit will review current user permissions and help you clarify who should have access to your accounts, and at what level.
• Analytics optimisation: Google Analytics is very powerful, but its standard configuration isn’t quite right for everyone. An auditor’s feedback will help you utilise the platform in ways that work best for your business needs.

What are the benefits of a Google Analytics audit? 

The benefits of a Google Analytics audit are both immediate and long-term. Right away, you’ll experience greater ease of use, better account security and improved data integrity. You can have more confidence in your reporting and data-backed decision making.

Over time, these immediate impacts can translate into:

• Better PPC and Google Ads performance
• Effective marketing campaigns with an increased competitive edge
• Improved organic search engine optimisation 
• Accurate goal tracking
• Confidence in data analysis and reporting
• A clear understanding of which landing pages perform best
• Improved user experience

An audit can also help you get a better understanding of how organic search and paid advertising impact your overall traffic and conversion rates. This impact may not be apparent right away, as you’ll need to wait for new, accurate data to populate your account. However, by maintaining data integrity through regular audits, you can begin to see new patterns forming.

How often should you conduct a Google Analytics audit? 

The frequency with which you need a Google Analytics audit will vary based on how your team uses the program. If you’re conducting audits in-house, conducting it quarterly — at minimum — can help you set a baseline. 

If you’re frequently updating your website and app content, working with outside consultants, launching new ad campaigns, or need to track a high volume of links, you’re likely to benefit from more frequent auditing. Ensuring your data is highly accurate can give you the advantage in paid campaigns against competitors, as well as improve your organic SEO performance. If you’re confident in your data, you can respond to changes in your market quickly and rapidly. Plus, you’ll know that any errors in your data sets signal an issue that should be rectified quickly. 

A qualified Google Analytics audit agency can advise your team on the best auditing frequency for your account.

Are you ready for a Google Analytics audit?

Anyone who has access to an active Google Analytics account can benefit from a professional audit.

If your account is brand new, an audit can help ensure data integrity going forward. The Google Analytics auditors at Clarity Performance are experienced in how to set up Google Analytics accounts for improved performance. 

For older Google Analytics accounts, we’ll evaluate current data and look for any errors or areas of improvement. This includes accounts where data collection has stopped or is in some way delayed. We can also help you identify and utilise the Google Analytics services that are most useful for your business.

And the best part? When working with Clarity Performance, you’re never alone in figuring out your Google Analytics accounts. We’ll conduct audits at the best frequency for your business, help you resolve any errors, and ensure you can use your data to make accurate, actionable business insights.

If you’re looking for a Google Analytics audit for your B2B tech company, check out our agency services.