Auditing your business machine

Is it on or off?

When first looking at any machine it's worth looking is it on or off at the moment. With a website that is easy.

Audit Google Analytics tracking on your business website

Open a web browser and type in the website address. When you get a page, it is the tracking working? Is it working for anyone else though? If it is your business website is just showing one page all you want to achieve?

Metrics Display - FAGOR CNC 8055 Metrics Display - FAGOR CNC 8055

Websites are like factories or complex machines. You need to look for the dashboard or instrument panel to see the rest of the controls and data the machine is sharing as it turns 1 and 0s into visitors with an interest in your company.

The visits to pages and actions people take need constant auditing and quality control to see you are feeding the right things in get valuable results out.


In this worksheet I will share some of the things you can start looking for to check what sort of health your web traffic is in.

Pages on a website are a bit like moulds, not what we look for as the end result but shape the resulting actions and visit journeys inside them. So we need to check the data recorded for these actions. If our quality control or detailing to tag every action we want to repeat we will not get the clean data out, or worse it will be missing parts.

Here are some advice on things to look for to improve the quality of your data. Good data in equals good reports out, and you wouldn't want to be missing people or what they were doing on your site, would you?

While I have worked with many platforms, I recommend starting with Google Analytics. The setup is quite straightforward and there are plenty of other businesses doing the same.

Complete the worksheet online


Download the analytics audit worksheet here

Did you tack any website metrics at the moment?

Send me your thoughts, as I am always interested to hear.

Photographs by Fagor Automation.


Tristan Bailey

Founder, Head of Development & Podcast Host, Holdingbay Full Bio

As an Independant Consultant Web Developer and Web Analyst, with over 16 years online developer experience, in ecommerce, engineering, travel, publishing and education. Planning and infrastructure work as well as mentoring and managing a team. I work to open web standards as it helps forward planning and reduces the cost and time working with a team.

Contact Tristan at
Tweet at @tristanbailey