The Best Google Analytics Tools & Addons
These are the 10 best tools (aka add-ons) I use when working with Google Analytics and Google Tag Manager. I have not attempted to list all possible tools – as there are now hundreds available. Rather, these focus on helping you get on top of, and maintaining, your data quality. I use all of them regularly.
Just follow the links to download/obtain them. All are free to use.
Tools are listed in no specific order though #10 is my current favourite…
Allows you to verify you have installed tracking tags correctly on your pages (not just GA). Helps you troubleshoot the Google Analytics Tracking Code (GATC), Google Tag Manager (GTM), and Adwords Conversion Tracking.
Inserts analytics_debug.js (or ga_debug.js) for you when you load any page containing a GATC in the Chrome browser. You can then view very useful information in the browser console. Includes error messages and warnings about your tracking code implementation and a detailed breakdown of each tracking beacon/variable sent to Google Analytics.
Overlays GA report data directly over a page loaded in your browser. Includes date range comparison and segmentation tools.
This is the only tool listed that is not really about data quality, but visualisation instead. That said, good visualisation allows you to spot data quality issues – hence my inclusion. Table Booster turbo charges the stale data grid of Google Analytics with some very useful visualisation aides. Click image to enlarge.
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, then practice with these interactive sites:
This Greasemonkey script allows you to copy, delete, and export your chart annotations. Very useful when you are running multiple profile views for a property. Developed by Vincent Giersch.
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. Click image to enlarge.
This tool 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.
See also Firebug.
Google already has a useful URL web page for building campaigns, but its a little cumbersome to use. This browser 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.
If you are using Google Tag Manager (if not, why not?), this is a very powerful tool. It allows you to inject your own GTM container snippet onto a page. Why do this? So you can build your own complete test environment within GTM and then “deploy” it onto a site via your browser. That is, its a GTM install specific to you. Very powerful for creating/testing a setup before a real deployment.
Thanks to my friend and colleague David Vallejo for letting me know about this one.
Google Analytics maintains an App Gallery of third-party-developed add-ons that extend Google Analytics functionality. If you have a recommended tool, please add via a comment. Note I am looking for recommendations from real users – not promo material from vendors…