Setting up Google Analytics for multiple websites requires careful planning and preparation to ensure accurate data collection and meaningful insights for SEO strategies. The process involves understanding each website's unique characteristics, establishing clear business goals, and configuring tracking systems that can handle multiple domains while maintaining data integrity. For SEO professionals managing multiple properties, Google Analytics serves as the foundation for measuring performance, identifying opportunities, and demonstrating ROI across diverse digital assets.
Account Structure Options for Multiple Websites
When managing multiple websites with Google Analytics, professionals have two primary approaches to structure their accounts. Each method offers distinct advantages depending on the organization's needs, reporting requirements, and SEO objectives.
Single Account with Multiple Properties
The most recommended approach by industry experts is to use a single Google Analytics account with multiple properties. This method allows for centralized management while maintaining separate data streams for each website.
Robert Janes of ND2A Group, which manages websites receiving over 2 million visits monthly, advises: "Group websites by category or function. For instance, here at ND2A, we have multiple websites that are in the health space, so I created an analytics account called 'ND2A Health' and create property tags for each website, app, and YouTube channel."
William Chin-Fook of Pickfu.com reinforces this approach: "Always nest your Google Analytics accounts for multiple sites under one main tracking ID. What that means is you set up one account and then set-up your different websites under this account. This will make it easier to keep tracking of Google Analytics properties and also organize them (and any views) as you create them."
To implement this structure: 1. Create a single Google Analytics account 2. For each website, create a separate property within that account 3. Configure data streams for each property 4. Add tracking codes to corresponding websites
Multiple Separate Accounts
Alternatively, some professionals prefer creating entirely separate Google Analytics accounts for each website. This approach provides complete data isolation but may complicate cross-site analysis and reporting.
Jennifer Neylon of Supplement Warehouse recommends: "Create multiple Google Accounts per each website that you want to track. This way, you can track each website's behavior completely separately from each other."
However, this method requires managing multiple login credentials and may not provide the holistic view needed for comprehensive SEO strategies across related websites.
Implementation Strategies and Best Practices
Regardless of the account structure chosen, implementing Google Analytics across multiple websites requires attention to detail and adherence to best practices to ensure data accuracy and consistency.
Using Google Tag Manager for Efficient Implementation
Managing multiple tracking codes across several websites can become complex and potentially impact site performance. Omar Fonseca of Medicare Plan Finder explains: "In order to keep all your codes in one place, which will provide you with only one handy code needed for your website, you must set up your subdomains correctly using Google Tag Manager (GTM). GTM allows site owners to store, manage, and deploy all your tags to your site from one location."
The benefits of using Google Tag Manager include: - Centralized management of all tracking scripts - Improved site performance through reduced header code - Simplified implementation across multiple websites - Easier updates and modifications to tracking configurations
Creating Descriptive Account and Property Names
Proper naming conventions are essential for maintaining organization, especially when managing multiple websites. Khris Steven of Khrisdigital advises: "Make sure to create multiple views for each property. In each view, have your data filtered properly so you can see data from organic, paid, social, etc. It's way easier to analyze that way."
When creating accounts and properties: - Use descriptive names that clearly identify each website - Include relevant qualifiers such as location, purpose, or audience - Maintain consistent naming conventions across all properties - Document the naming structure for team reference
Setting Up Multiple Views for Each Property
Beyond creating properties for each website, establishing multiple views within each property allows for more granular analysis and reporting. Alex Kalavrezos of Healthy Links recommends: "Make sure to create multiple views for each property. In each view, have your data filtered properly so you can see data from organic, paid, social, etc. It's way easier to analyze that way."
Joseph Colarusso of CORE Search Marketing adds: "Create custom views so you can isolate sessions that start or end on a particular subdomain."
Common view configurations include: - Raw unfiltered data (as a backup) - Organic traffic view - Paid traffic view - Social media traffic view - Geographic segmentation views - Device-specific views
Technical Considerations for Accurate Tracking
When implementing Google Analytics across multiple websites, several technical factors can impact data accuracy and reliability. Addressing these considerations is crucial for obtaining trustworthy SEO insights.
Handling Subdomains and Cross-Domain Tracking
Websites with multiple subdomains present unique tracking challenges that, if not properly configured, can result in skewed data. Aqsa Tabassam of Brandnic notes: "If you are using Google Analytics for multiple websites and these websites have their subdomains as well, along with the primary domains. This situation might cause a discrepancy in analytics provided by Google and your private web traffic tracker."
To ensure accurate tracking across subdomains and related domains: - Configure cross-domain tracking in Google Analytics - Add all domains to the Referral Exclusion List - Implement consistent tracking codes across all domains
Anthony Espinoza of TopSpot Internet Marketing explains: "With any cross-domain setup, you should also remember to add any domains you're tracking to the Referral Exclusion List. Any websites added here will ensure the original, accurate source is kept and will prevent 'self-referrals.' This feature is only available to the Universal Analytics version of the tracking code, so make sure the code is up to the latest standard."
Axel DeAngelis of NameFeedback.com reinforces this: "For microsites/subdomains, it's important to set up referral exclusions so that users who click from your main domain to your subdomain only count as one session."
Carol Hill of Analyticshelp adds: "Make sure that cross-domain is working correctly on all websites and add the websites to the referral exclusion list in Google Analytics."
Blocking Bot Traffic
Non-human traffic can significantly distort analytics data, leading to incorrect SEO decisions. Stan Mead of Summit Home Buyers LLC advises: "If you're using Google Analytics on multiple websites, be sure to adjust your settings to block known bots automatically. Bot Traffic describes any non-human traffic to a website. Some bots are acceptable, but some are malicious and can skew your data."
To manage bot traffic: - Configure Google Analytics to exclude known bots - Regularly review traffic patterns for anomalies - Implement additional bot filtering at the server level if necessary
Implementing Proper Tracking Code
The foundation of accurate Google Analytics implementation is proper tracking code deployment. For each website, the tracking code must be correctly installed on all pages to capture complete user behavior.
The implementation process varies depending on the website platform: - WordPress: Use plugins like "GA Google Analytics" or theme settings panels - Custom websites: Manually insert the tracking code in the site's header - E-commerce platforms: Utilize built-in integration options or custom implementation
For multiple websites, consider: - Using Google Tag Manager for consistent implementation - Implementing tracking code verification procedures - Establishing a process for updating tracking codes across all sites
Data Organization and Analysis for SEO Insights
Once Google Analytics is properly configured across multiple websites, organizing and analyzing the data becomes crucial for extracting actionable SEO insights.
Segmentation by Website Type
Different website types serve distinct purposes and require tailored SEO strategies. According to Source [4], Google Analytics can be used to track various website types including: - Blogs - Online magazines - News sites - Service business websites - Ecommerce stores - Educational websites - Portfolio websites - Forums and communities - Directories and listings - Real estate websites - Healthcare websites
For SEO professionals managing multiple website types, organizing data by category allows for: - Identifying high-performing website types - Allocating resources based on performance - Developing type-specific SEO strategies - Benchmarking performance across similar websites
Custom Reporting for Multiple Websites
Creating custom reports that compare performance across multiple websites helps identify patterns, opportunities, and issues that might not be apparent when examining sites individually.
Key metrics to compare across websites include: - Organic traffic growth - Keyword rankings improvement - Conversion rates by traffic source - User engagement metrics - Page load times - Mobile vs desktop performance
Annotation Feature for Context
The annotation feature in Google Analytics allows teams to add context to data by marking significant events, changes, or activities that might impact website performance.
As noted in the source materials, using the annotation feature enables: - Correlating traffic changes with SEO activities - Documenting website updates and their impact - Tracking the effects of algorithm updates - Recording marketing campaign launches - Noting seasonal variations or events
Local SEO Considerations
For businesses with multiple physical locations or targeting local markets, Google Analytics setup requires additional considerations to capture location-specific performance data.
Creating Location-Specific Properties
David Ehrentreu of Calibrate Media recommends: "Make sure when you create a new Google Analytics property to create it from the top-level (Account Level.) Since it is possible to make multiple tracking properties on one website."
For local SEO implementations: - Create separate properties for each location when necessary - Implement location-specific tracking parameters - Use custom dimensions to track location-based metrics - Configure goals that reflect local business objectives
Integrating with Google Business Profile
Local SEO performance is closely tied to Google Business Profile (GBP) visibility and engagement. While Google Analytics doesn't directly integrate with GBP, custom configurations can help track: - Clicks from GBP listings to websites - Calls generated from GBP - Direction requests from GBP - Website visits from map searches
This integration requires setting up UTM parameters for GBP links and creating custom reports to analyze this traffic source.
Conclusion
Setting up Google Analytics for multiple websites is a foundational element of effective SEO strategy for businesses managing multiple digital properties. The process requires careful planning, proper implementation, and ongoing maintenance to ensure data accuracy and meaningful insights.
Key considerations include selecting the appropriate account structure, implementing tracking codes efficiently, addressing technical challenges like cross-domain tracking, and organizing data for comprehensive analysis. By following the guidance from industry experts and implementing best practices, SEO professionals can establish robust analytics systems that provide actionable insights across all managed websites.
The ultimate goal is to create a centralized yet granular analytics framework that supports data-driven decision-making, demonstrates SEO value, and guides strategy development for each website while maintaining the ability to analyze performance across the entire portfolio.