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The Best Google Analytics Add-Ons

Categories: Google Analytics specific, Implementation ABCs / Comments: 12

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These are the 10 best tools (aka add-ons) that have made a significant difference to how I work with Google Analytics. I have not attempted to list all possible add-ons that are available. Rather, ones that I have used in real-world situations that have helped me do my job. Regardless of your job role, all of these tools are straightforward to use – and FREE!

[ This post updated Aug-2015 ]

1. Tag Assistant (Chrome extn)

Official Google Chrome extension. Tag Assistant helps you troubleshoot installation of the Google Analytics Tracking Code (GATC), Google Tag Manager (GTM), and Adwords Conversion Tracking. Allows you to verify that you have installed the tags correctly on your page.

2. Page Analytics (Chrome extn)

Official Google Chrome extension. Page Analytics allows you browse to any website you have GA access to, then overlay the GA data for that page. You can use Google Analytics’s date comparison and segmentation tools directly on the page metrics.

3. Table Booster

Turbo charges the stale data grid of Google Analytics with some very useful visualisation aides.

google analytics table booster

4. Regular Expression tools (websites)

Regular expressions (regex) are used to match patterns within text. In Google Analytics, regular expressions are used for filtering—for both filtering within a report (table filter) and for creating separate report sets (View filters); For defining advanced segments; For configuring goal conversions and funnel steps. In other words, regular expressions are important!

Going beyond the basics things can rapidly appear complex to the uninitiated – because regular expression resemble algebra. Therefore, before attempting these, try my jumpstart regular expression tutorial first, then practice on your own with these websites:

5. Google Analytics Debugger (Chrome extn)

This official Google Analytics add-on prints useful information to the JavaScript console about any web page containing a GATC. When you enable the debug version of the GATC (ga_debug.js), the information shown includes error messages and warnings about your tracking code implementation and a detailed breakdown of each tracking beacon sent to Google Analytics. Developed by Google.

6. Annotations Manager (Firefox addon)

This Greasemonkey script allows you to copy, delete, and export your chart annotations. Developed by Vincent Giersch.

7. Confidence Interval Checker (bookmarklet – all browsers)

This clever bookmarklet takes a statistical approach for comparing two e-commerce conversion rates and your overall goal conversion rate. The bookmarklet performs a z-test to show the confidence interval of two selected dimensions. This shows if the differences you observe are statistically significant. Developed by Michael Wittaker.

8. Web Developer Toolkit (Firefox addon and Chrome extn)

This add-on adds a menu bar to your browser with a whole range of useful features for anyone who has an interest in creating web pages. It has an excellent browser error console and DOM inspector as well as quick lookup tools for cookies, source code, and so forth. Developed by

9. Firebug (Firefox addon)

Adds debug capabilities for JavaScript, CSS, and HTML live in your browser.

10. Campaign URL Builder

Google already has a useful URL tool for building campaigns but it is a little cumbersome. This extension adds some very nice user friendly features such as: Loading the current web address automatically; Create and manage pre-configured sets of tags i.e. a template campaign url; Choose a template campaign as your default – great for fast editing of multiple landing page urls.

More Apps…

Google Analytics maintains an App Gallery of third-party-developed add-ons that extend Google Analytics functionality (the editor’s picks are certainly worth a look).

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  1. Hi Brian

    You may also be interested in PII Viewer for Google Analytics:

    It’s a Google Chrome extension which allows you to map the user ID stored in Google Analytics to locally stored personally identifiable information (PII) such as name and email address.

    This extension uses PII which is *locally stored* only, therefore this extension is fully compliant with the Google Analytics Terms of Service. Contacts at Google have confirmed that the extension is compliant with the ToS.

  2. Hi Brian,

    Perhaps this tool might interest you I’ve just developed it. It highlights date comparison postive & negative percentages. Like analytics used to do by default but then for some reason the feature was removed. Let me know what you think, thanks.

  3. Josh Kellett says:

    +1 for Google Analytics on Steroids, great tool!

  4. SEO_Plus says:

    Surprised to not find NextAnalytics here.

    This is a real time saver.

    Real pivot tables.

    Simple, programmable dashboard for getting similar reports from GA over time.

    BC – I loved your book!

  5. I’d like to add the Charles Web Debugging Proxy to the list.

    It does one thing that HttpFox doesn’t do and allows to add add a variable to every URL such as ?analyticstester=charles which you can then use to build a segment in Google Analytics and just track your visit.

    Very useful when you’re trying to audit a live site

  6. Pavel Reva says:

    Hi Brian, thanks for the comprehensive list of add-ons for GA.

    Might worth checking also this new chrome extension allowing to quickly and easily do in-page reports while browsing a website.

  7. Cindy Wang says:

    You are welcome to check out a GA add-on we have developed

    SkyGlue is a online visitor behavior tracking tool to complement Google Analytics. All you need to do is to copy one snippet of JavaScript to your webpage. Most of your on-page activities are tracked automatically and you get a close picture of what visitors are doing on your website.

  8. Ricky Sookermany says:

    I quite like the Table Booster for Google Analytics (Chrome only). It might not be very “functional”, but it does add another level of visualization to the report tables in GA. A nice little addon.

    More info here:

  9. Hey Brian, thanks for mentioning my extension.

    I would recommend HTTPFox as an alternative to Live HTTP Headers.

    I would also love to hear your opinion on GAS (Google Analytics on Steroids)

  10. Hi,
    We’ve developed a chrome extension for URL tagging, instead using Google UUL builder. It has some great features such as pre-configured sets(your favorite ones), bitly enabled, auto capture current web address, and more.
    This extension was also recommended by GA itself, and you can add it to your great list of add-ons.

  11. Peter Meyer says:

    I recently tried GitHit, a Windows app like Fiddler2 and WebBug, but it shows Google only.
    I guess it’s a matter of tool taste, but download a version here:

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