Google Analytics (GA) is among the most important tools for data-driven decision-making. The platform allows for even more effective analytics and reporting since its transition from Universal Analytics (UA) to Google Analytics 4 (GA4).
However, there are certain Google Analytics issues that can hinder your ability to properly use this tool, such as various internal errors, permissions issues, and misinterpretations of data.
In this blog,you’ll uncover some in-depth insights into and solutions for some of the most common Google Analytics issues.
What You’ll Learn:
- Permissions Errors in Google Analytics
- GA4 Internal Errors Setting Up Data Streams
- Failed User Registration
- Issues with Fake Traffic
- Issues with Javascript
- Analytics Tracking Code Not Installed
- A Lack of Knowledge or Skills to Set Up GA4 Properly for Reporting and Tracking
My Expert Opinion on Google Analytics Issues
GA4 is a crucial platform for measuring the performance of search engine optimization (SEO) and paid media campaigns, with the ability to track crucial Google Ads key performance indicators (KPIs) and other metrics to gauge performance.
At the same time, there are some potential Google Analytics problems you may encounter and need to troubleshoot or otherwise navigate. Knowing more about these issues can help you anticipate and more proactively get around them as you learn the ins and outs of this platform.
Thankfully, Google has plenty of resources to help you troubleshoot various Google Analytics issues to mitigate the risk of low-quality data, misinterpretations, or insufficient data collection.
7 Common Google Analytics Problems and Their Causes
When using GA4, the following are some of the most common issues, the reasons they occur, and some solutions to keep them from hurting your marketing efforts.
1. Permissions Errors in Google Analytics
One common problem people experience in Google Analytics is missing permissions, which can occur when attempting to access certain data or complete various tasks.
Google Analytics missing permissions issues tend to arise if an administrator fails to give a user the necessary access level.
Keep in mind the four main roles in Analytics:
- Administrator
- Editor
- Analyst
- Viewer
To troubleshoot a permissions error for Google Analytics users, ensure that each user is assigned the appropriate role to view certain data and complete the necessary tasks.
You can also take the following key steps:
- Check data restrictions, as restricted metrics will be absent from explorations and reports.
- Confirm the user’s access level and location, including whether a user has access at the Account or Property level.
- Ensure users are logging in with the email attached to their account to receive notifications.
2. GA4 Internal Errors Setting Up Data Streams
When setting up GA4 data streams, you might see certain internal errors in the process.
Some of the common causes of these errors can include using the incorrect measurement ID in tracking code, improper tag placement, incorrect tagging, and typos.
Here are some ways to resolve a GA4 internal error setting up data streams:
- Validate Data Streams: Go into your GA4 property and access the “Real-time” report to validate data streams; if the report isn’t tracking any visitor information, you may need to reconfigure your data stream setup.
- Verify Measurement IDs: Verify your measurement ID, which is a unique identifier for your data stream and will look something like “G-AB10CD1010.” Simply view it in the following directory: Admin > Data collection and modification > Data streams > Web tab > Web stream details. You can then include this measurement ID in your website in the “<head>” section and within your app code to measure data.
- Use Google Tag Manager: With the help of Google Tag Manager, you can further ensure your measurement ID is installed on your website, with some guidance on how to do so from Google. Additionally, you can use Tag Assistant to check to see whether tags are working properly. Also, be sure to conduct regular analytics audits to maintain the integrity of your data.
3. Failed User Registration
You may also come across errors when attempting to register new users. If Google Analytics failed to register users for your account, there could be numerous causes behind this issue such as:
- Bugs in registration form code,
- Confusing or complex registration processes
- Validation errors
- Website errors such as server-side issues
In the event that Google Analytics failed to register users, you can implement the following solutions:
- Consent Mode: Check consent mode, which allows GA4 users to indicate to Google their users’ app or cookie identifier consent status. Based on this status, Google will adjust the behavior of GA4, Google Ads, and other third-party tags that interact with cookies. If a user fails to give Google consent in this mode, users won’t be able to transmit any data to Google, which could lead to a failure to register a new user.
- Check to Ensure You Have a Google Account: While you don’t need to have a Google email to register an account on GA4, you do need an existing Google Account. Make sure the email you’re using is connected to a current Google Account to prevent potential issues.
- Troubleshoot Firebase: If you have a Firebase account, you must be able to link it to your Google Account to use it with GA4. Google gives some guidance on how to create an account with a corresponding Firebase project and update settings associated with this account.
4. Issues with Fake Traffic
The normal fairly educated analytics user is now just starting to understand that not all the traffic to their website is correct. In some cases, bots can inflate traffic significantly. You can usually see when this happens because one IP address will send a significant amount of visits.
Fortunately, GA4 includes certain filtering features to help you block bot traffic. One of these fixes is automatic bot filtering, which helps you automate the process of eliminating unwanted fake traffic. It enables this as soon as you create your account, with no ability to disable this option at this time.
GA4 defines “known bot traffic” using information from the Interactive Advertising Bureau’s International Spiders and Bots List along with proprietary Google research.
Google Analytics 4 also gives you the ability to block employee traffic and internal testing environments based on custom dimensions and IP addresses. Specifically, you can block one or multiple internal IP addresses and activity from developers using debug mode.
You can block specific IP addresses by taking the following steps:
1. Got to your Admin dashboard and select Data streams.
2. Choose your property and under Web stream details, select Configure tag settings.
3. Under the Settings tab in the next window, click Show more and choose Define internal traffic.
4. Click Create in the next window with Internal traffic rules and enter an IP address or a range of them to exclude internal traffic.
5. Click Add condition to complete the process.
5. Issues with Javascript
One of the main reasons why analytics tools do not count hits from robots is because robots do not execute Javascript. This allows them to not report on this data.
However, it should be known that in the United States, 2 to 3% of web browsers also do not have Javascript enabled. Therefore, that traffic is often never accounted for.
On the other hand, GA4 and server-side tagging can help resolve this issue by capturing certain server-level data. Using this with consent mode is also essential in maximizing data accuracy while maintaining users’ privacy, especially in an environment with more privacy-centric browsers and ad blocking software.
6. Analytics Tracking Code Not Installed
One issue with a tag or website based analytics tracking program, such as Google Analytics, is that if you do not have the analytics code installed on the page, that page will not be tracked.
This is especially an issue with larger websites, who are predicted to be missing website tracking code on as much as 20% of their pages. Think of how much traffic is not being accounted for!
One of the best ways to ensure each page has the appropriate code is to use Google Tag Manager. This solution makes it easy to consolidate all of your Tag IDs in one location and incorporate them into your website.
Meanwhile, you can use tools like Google Tag Assistant and Screaming Frog to check pages for missing tracking code on your site, helping you cover your website entirely to prepare it for tracking in GA4.
One of the benefits of GA4 is that you don’t necessarily need tracking code on all of your pages, as this platform uses automatic event tracking to capture data as long as you’ve properly implemented the base tracking code on your site.
7. A Lack of Knowledge or Skills to Set Up GA4 Properly for Reporting and Tracking
If you’re working in a collaborative environment, users may be unfamiliar with GA4 and need answers to questions like, “In which order does Google Analytics filter data?” and “How do I address a permissions error for Google Analytics users?” They may also want to develop more advanced skills to make full use of the platform.
In any case, one resource that can help develop skills when setting up and using GA4 or Universal Analytics is Google Skillshop.
Skillshop offers a selection of free courses for both analytics platforms, from the basics of installation and use to more advanced features and techniques for better data measurement, configuration, and reporting.
Summing it Up
If you have any Google Analytics problems and need help getting the most from this tool and other marketing platforms, you can always work with experts who know these platforms like the backs of their hands.
Ignite Visibility has a team of skilled professionals with experience on both UA and GA4 to help you with data measurement, with the ability to integrate these tools into a comprehensive digital marketing strategy.
In turn, you get help with:
- Successfully setting up Google Analytics 4 and other analytics tools on your website or app
- Regularly measuring relevant metrics based on your goals
- In-depth reports with real-time data monitoring
- Continual optimization of your site for improved performance
- And more!
To get started with a fully tailored marketing solution for your business, get in touch with us today for a free audit.
