In practice, there are two phases to a Google Analytics Health Check:
1. editing your website code to send the right data (at the right time) to the Google Analytics servers and reports;
2. configuring the admin setup inside of the GA interface (and, often, Google Tag Manager).
But that’s an oversimplification. Your web analytics setup should start with the end in mind. So first, we’ll jointly determine where you want to get to (the “outputs”). Only then do we make the configurations (the “inputs”).
I don’t know what needs changing on your site yet. But I’ve seen websites that are double-page counting (many times!); websites with absent Google Analytics code; websites reporting half the sales they should be; the list goes on.
Here are some of the areas where I’m likely to spend a lot of time:
✔ fixing or setting up enhanced ecommerce reporting;
✔ setting up macro and micro funnel tracking.
But all told, there’s a list of over 60 housekeeping items that I check through.
Google has done a great job of creating free marketing technology that’s capable of tracking every website on the planet. Naturally, there are going to be countless scenarios and edge cases that require customization.
In fact, strictly speaking, EVERY website requires Google Analytics customization. Suboptimal data leads to suboptimal analysis.