Google Analytics Views

Google Analytics is one of the most important tools to be able to measure the metrics and conversion rate of your website. To be able to have “on demand” data it is important to set up specified “Views” that filter out your data.  In addition to the standard views, you want to set up some that GEO target your specific audience.

Limit on the Number of Views / Property

Google has a limit on a maximum of 25 views that you can set up per property. The maximum of 25 is sufficient. In most cases I find that 12-15 views should be enough. The structure in Google Analytics is Account -> Properties -> Views.

Setting Up Your Basic Google Analytics Views

It is important to at least establish the basic Google Analytics views for your website. For any website I am managing this will include the following views:

Unfiltered View / Raw Website Data
The unfiltered view is all website data with no filters. This is the baseline for all other views that you can add. You can use an unfiltered view in the event that other views become too complicated or to be able to reverse engineer for any issues that come up. This view should have only the minimal view property setting defined.

Filtered Main View
The filtered main view is set to filter out unneeded data, but still includes all GEO location data. You should set this to filter out internal traffic, spam, and any other traffic that could create false positive data.

Test View
The test view is the view you use to test your filters on before you copy the view back to a production view. This is done to always have a good historic copy of all data that is saved in the raw website data view. By setting up a test view you are able to make changes and monitor the results.

Setting Up Additional Views

Once I have the basic views defined, I would then set up additional views based on the business and audience type of the website.  In my case ( I am monitoring metrics from the US / California. Those two GEO locations would best define my intended customer base. If I am doing a marketing / sales campaign in other states, I would specifically define those as additional filtered views.

Setting Up Advanced Views in Google Analytics

Once you are comfortable setting up your main views and any additional business views, you can then look at setting up views based on very specific traffic / device types. This can be set up based on organic, device type, and referral type to just name a few. Here is a great example from Optimize Smart that covers many of the targeted views that can be applied. The more traffic your website gets, the more important it will be to understand the specific metrics.

Views in Google Analytics
This is a minimal example of how Google Analytics Views should be set up.
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