Essential Google Analytics Custom Alerts for SEO & Web Agencies

When it comes to optimizing your marketing campaigns, Google Analytics is the gold standard. In this blog post, we’ll outline some of their most helpful features in order to help you get started with custom alerts for SEO & Web Agencies.

Google Analytics is a tool that allows marketers to track their website’s performance. The “google analytics custom alerts examples” is an essential part of the marketing process and can help your organization grow.

Keeping track of the day-to-day difficulties that might affect a client’s website can be a nightmare for SEO professionals and web/digital marketing organizations. SEMrush’s Projects feature is great for keeping track of major SEO changes on a website, but what about more specific behavioral or e-commerce issues that are only accessible in a tool like Google Analytics?

In this piece, I’ll show you how to set up the most important Google Analytics custom alerts while working as an SEO manager for a small to medium-sized web business. Obviously, these warnings will only function if your website has the Google Analytics monitoring script. If you aren’t currently monitoring the behavior of your website visitors, I strongly advise you to do so if you want to be able to track the effect of your SEO efforts.

If you’re unfamiliar with the Custom Alert function, it works like this: anytime a specified website-based event is taken, Google will send you an email (or a text message if you don’t value your social life!) For example, maybe you’d want to get an email if a certain goal is met, or you’d like to be alerted of a decrease in organic traffic.

Almost anything is feasible here with some custom combinations (or more complex segmentation). Custom alerts are beneficial because they are simple to set up, scale effectively, and may easily engage other stakeholders by simply adding more email addresses to the alert.

I’ve taken and annotated images of the precise steps required to set up these notifications fast and efficiently for your convenience.

Using Google Analytics to Create Custom Alerts

Setting up a custom alert in Google Analytics is really straightforward. To begin, you must have View level access to the Analytics Property you want to work with. Simply open Analytics, go to the settings section (click the gear symbol in the bottom-left corner of the screen), choose the appropriate Account/Property, and then select Custom Alerts from the View menu. You may then set up each alert from this page.

As a side note, having a well-structured Google Analytics account with a clearly recognized Property and well-labeled Views is highly recommended. You should have a clean view with no filters, followed by a filtered view (which should eliminate bots and other junk traffic) that you should use on a daily basis. Having a clean view means you’ll have data to go to if you make a mistake while adding filters to your main view – which, in my opinion, is vital!

404 Page Increase Week-Over-Week – Custom Alert #1

This alert will be generated if the number of 404 error page visitors on your website grows by a certain percentage during a certain period of time. In this scenario, I set the alert to be triggered if there was a 10% rise week-over-week. 

Because I believe that for 404 page visits to be substantial and have a big influence on your SEO, the number of mistakes received should be proportional to your overall website traffic levels, I picked the percentage-based trigger. A webmaster of a site with thousands of sessions per day is unlikely to be concerned with 404 hits in the tens.

404 errors aren’t necessarily related to SEO; they might just be the consequence of removing outdated information that didn’t need to be redirected (it had no value and you had no similar content to redirect to). A broken internal link that results in a big number of 404’s, which leads to a poor user experience and may send confused signals to search crawlers, is a more important insight in my opinion.

When a 404 error is received, your website must display a certain text element in its page title for this alert to function. Check the page title and information received by visiting a non-existent URL on your site, for example. “My Amazing Site | Page Not Found,” for example, with a not found notice and a sitemap. This page should include your analytics script, but double-check (see the Page Source and search for your Analytics script or Tag Manager container code). In this situation, “Page Not Found” will be included in the Analytics alert.

Essential-Google-Analytics-Custom-Alerts-for-SEO-amp-Web-AgenciesThe 404 Error Increase Alert is put up in Google Analytics.

Organic Session Decline Week-Over-Week – Custom Alert #2

As an SEO, you’ll want to stay on top of any SEO traffic reductions on your client’s site (if there are any!). When organic Medium traffic drops by more than 20% from the previous week, this alert will be activated. 

Organic traffic declines are common; you may have a client in a highly seasonal industry, or there may have been a previous event that caused a spike in organic traffic (perhaps your company was featured in the news, and branded search volumes spiked dramatically for a few days, which couldn’t be sustained). Regardless, having this kind of alert set up might help you stay on top of any bad SEO concerns. You may wish to adjust this alert to be based on a monthly range or a figure more than 20%, depending on your specific requirements.

1636671608_994_Essential-Google-Analytics-Custom-Alerts-for-SEO-amp-Web-AgenciesGoogle Analytics screenshot of Custom Alerts for a reduction in Organic Traffic

No Transactions Recorded – Custom Alert #3

This may be a warning that many SEOs – particularly those who deal with e-commerce customers – will heed. There are a variety of reasons why e-commerce tracking isn’t functioning as it should, but one method to keep on top of it is to set up an alert that triggers when no transactions are reported in Google Analytics for the previous day. Although some may argue that a day is already too late, it is preferable than spending a week, month, or longer without e-commerce monitoring (believe me on this!). The shortest comparison time inside the Custom Alert is one day, thus that will have to suffice.

You may wish to tweak the trigger like you do with all of these notifications. It’s not uncommon for enterprises who offer highly high-end things to go days without making a sale. Instead of Day, you may wish to use the Week option here:

1636671610_861_Essential-Google-Analytics-Custom-Alerts-for-SEO-amp-Web-AgenciesThe Custom Alert setting based on no daily transactions is seen in this screenshot.

Surge in Social Media Sessions – Custom Alert #4

Do you want to assist a client go popular on social media sites like Facebook or Reddit? If you want to help give things a boost on social networks like Reddit, you’ll want to put up an alert depending on social media traffic (and with regards to Reddit you may already be too late after 1 day).

When traffic from specified social networking sites climbs by 100 percent over the previous day, this alert is triggered. Simply put, the regular phrase employed here is: 


On a side note, if you ever make it to the top of Reddit (and get some significant backlinks in the process), your customer may already be drawing your attention to this fact by wondering why their website is now down. The only way to be prepared for this, colloquially known as “the embrace of Death” (or the Slashdot effect, according to Wikipedia), is to have your client’s site housed on a very powerful web server.


1636671614_280_Essential-Google-Analytics-Custom-Alerts-for-SEO-amp-Web-AgenciesAn warning based on social traffic is seen in this screenshot from Google Analytics.

No Google My Business Visits – Custom Alert #5

This is an advisory that may not apply to many scenarios, but it is important to know for those who provide SEO and digital marketing services to the hotel business. Because of their prominence in the Google Knowledge Graph Panel, Google My Business listings are an extremely significant source of traffic (on both Desktop and Mobile devices). In many situations, the Google Business Listing drives more than half of organic traffic to client websites, which is a significant amount in such a competitive sector.

Because hotels often change hands, obtaining ownership access to the Google Business Listing might be problematic. The corporate group may prefer the Google Business Listing to lead clients to the corporate, group website rather than your “vanity” site in certain situations (typically when a hotel is part of a chain). 

You’ll want to know when a third party makes modifications to a Google Business Listing, therefore this custom alert will notify you when traffic to the listing decreases. To for this alert to function, you’ll need to make sure your company listing URL is tagged with certain necessary UTM’s (which I recommend to enable clearer reporting on local SEO within Analytics anyway). 

Here’s an example of a custom UTM you might use (simply copy and paste anything after the / at the end of the URL’ element): source=google&utm medium=organic&utm campaign=local-listing

1636671616_840_Essential-Google-Analytics-Custom-Alerts-for-SEO-amp-Web-AgenciesAnalytics screenshot based on GMB traffic

New Hostname Visits (Spam!) – Custom Alert #6

I indicated at the outset of this article that the primary view you utilize in Analytics should obviously have filters applied. One of my favorite filters is based on your website’s hostname, which will only include traffic from your hostname – this is really successful at eliminating “ghost-spam” visits, where individuals were running scripts inside Analytics that fake referral sessions on random UA scripts.

One of the most well-known examples of this occurred when a Russian spammer wanted to express his support for a particular Donald Trump (maybe he had a lot of free time on his hands? ), resulting in distorted Analytics data for many websites for a period. Google is improving its automated filtering inside Analytics, although it is far from flawless.

As a result, this warning is advised in addition to the hostname inclusion filter, however you may prefer one over the other. If you need assistance, Mark from Megalytic created a helpful tutorial on how to accomplish it. When there are sessions coming from hostnames that do not match those of your website, my alarm will be triggered (or anywhere that uses your UA script). If you’re unfortunate enough to have a convoluted cross-domain arrangement, you may need to tweak this to include additional domains that utilize the script on purpose (including subdomains for example).

In principle, if you have the “include only” hostname configured properly, this alert may not be necessary, but if you are OTT, you may want to use both just in case. Another situation for implementing this notice is on your “Unfiltered” Analytics display, informing you when other sites utilize your tracking script without your permission (which may happen accidentally if you are a web design agency).

1636671618_86_Essential-Google-Analytics-Custom-Alerts-for-SEO-amp-Web-AgenciesAn alert has been set up for new Hostname visits, as shown in this screenshot.

Final thoughts on setting up Google Analytics alerts:

Your Analytics display may resemble the screenshot below once you’ve put up the aforementioned criteria. A important point to remember here is that if you’re a web, SEO, or PPC business with a large number of customers, I’d advocate giving each filter its own unique name. 

Essential-Google-Analytics-Custom-Alerts-for-SEO-amp-Web-AgenciesCustom Alerts in Analytics, as shown in a screenshot.

Although it is true that you can simply create a filter and apply it to many Analytics views at once, the difficulty is that when your alert is triggered, the email message from Google may not include the name of the website to which the alert belongs, making speedy diagnosis difficult. Although the UA-script is supplied (so you can copy and paste it into Analytics’ search feature), you may want to label your filter such that the website URL (or at the very least the client name) is included.

1636671622_742_Essential-Google-Analytics-Custom-Alerts-for-SEO-amp-Web-AgenciesGoogle Analytics’ Custom Alerts email, emphasizing the significance of properly naming your Alerts!

Hopefully, by utilizing the custom notifications listed above, you will be able to make your life a bit simpler in the future! It may be tough to keep track of everything that occurs when dealing with a big number of SEO customers, so although custom notifications won’t completely eliminate difficulties on your site, they will at least give you a heads-up before they (hopefully) do permanent harm. 

Although I’ve concentrated on negative alerts so far, there are lots of ways to utilize them to monitor positives as well, such as organic traffic growth, recorded revenue gains, and so on. 

Please let me know which Analytics alerts you’re presently utilizing, or if you’d want to learn how to set up ones for your own unique requirements!

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The “what must be configured in order for google analytics to capture data” is an essential Google Analytics Custom Alerts for SEO & Web Agencies. The custom alerts will help you track your website’s performance and improve it.

Frequently Asked Questions

How do I create a custom alert in Google Analytics?

A: You can create custom alerts in Google Analytics by adding a condition to your existing alert. For example, if you wanted an email notification of new leads coming into your website, you would add the following condition to an existing web visitor event:

Can you use Google Analytics for SEO?

A: Yes, it is possible to use Google Analytics for SEO.

What is custom alert in Google Analytics?

A: Custom alerts notify you when a particular event happens on your website.

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