• 1. About this Book
  • 2. 10 Reasons why Ecommerce Businesses Need to Have Google Analytics Set Up Correctly
  • 3. Quick Overview of Your Google Analytics Admin - Before You Set Up Your Ecommerce
  • 4. Setting Up Your “All Web Site Data” View in Google Analytics
  • 5. What the Heck are Parameters... And What do I do with the "Exclude Query Parameters" Field in Google Analytics?
  • 6. Adding Filtered Google Analytics Views Gives You Access to Better Marketing Data
  • 7. Setting up an “Include My Domain” Filter in Google Analytics
  • 8. Using Google Analytics Filters to Rid Yourself of Rage-Inducing Referral Spam
  • 9. Formulating Your IP Address Filter in Google Analytics
  • 10. Ensuring that Your Google Analytics Data is Accurate by Applying Lowercase Filters
  • 11. How to Remove Slashes From The End of your URLs in Google Analytics
  • 12. Fixing the Problem of Parameters in your Ecommerce URLS in Google Analytics
  • 13. Acquiring Your Ecommerce Store’s Unique Parameter List for Google Analytics
  • 14. How to Turn your Ecommerce Parameters into Custom Dimensions in Google Analytics
  • 15. Using your Parameter Custom Dimensions to Discover Ecommerce Opportunities
  • 16. Key Google Analytics Settings You Might Have Overlooked for your Ecommerce Configuration
  • 17. What are the Google Analytics Ecommerce Settings For and How are They Set Up?
  • 18. How to Turn on Ecommerce Tracking in Google Analytics
  • 19. Google Analytics Enhanced Ecommerce on popular Ecommerce Platforms
  • 20. Manually Adding Google Analytics Standard Ecommerce Transaction Tracking Code
  • 21. Manually Adding Google Analytics Enhanced Ecommerce Transaction Tracking Code
  • 22. Implementing Enhanced Ecommerce Features to Collect Game Changing Data For Your Ecommerce Store
  • 23. How Do You Use the Ecommerce Reports Built into Google Analytics?
  • 24. What is the Google Analytics Ecommerce Overview Report and What Should You Use It For?
  • 25. What is the Shopping Behavior Report and What Should You Use It For?
  • 26. The Importance of the Checkout Behavior Report in Google Analytics
  • 27. What is the Product Performance Report Used for in Google Analytics?
  • 28. This post has been deleted
  • 29. How can you see Individual Ecommerce Transactions in Google Analytics?
  • 30. What is the Time to Purchase Report in Google Analytics Used For?
  • 31. Deep-dive your Product Sales with the Google Analytics Product List Report
  • 32. Setting Ecommerce Goals in Google Analytics and Why This is So Important
  • 33. Adding Your Ecommerce Goals to Google Analytics
  • 34. Using Google Analytics Goals to Boost Your Ecommerce Conversion Rate
  • 35. Using the Model Comparison Tool in Google Analytics
  • 36. Segmenting Users - A Powerful Tool for Providing Data Insights
  • 37. Building Segments Using the Shopping Behavior Report
  • 38. How to Use the Segment Builder in Google Analytics
  • 39. How to Build Specific Criteria using Google Analytics' Segment Builder
  • 40. Google Analytics Segment Examples to Enhance Your Ecommerce Sales
  • 41. How to use Segmentation Analysis to Identify Opportunities and Increase Conversion
  • 42. Making the Most of the Demographics of Users When Looking at Ecommerce Data
  • 43. Google Analytics Segmentation Example - Transacted vs Did Not Transact
  • 44. Taking your Segmentation Analysis Further
  • 45. Bonus: Six Reasons Why Your Ecommerce Store Needs Google Tag Manager
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    Google Analytics Lower Case Filters

    Ensuring that Your Google Analytics Data is Accurate by Applying Lowercase Filters

    To a human being (at least one who isn’t a computer programmer), the difference between a lowercase and uppercase letter is minimal. One may be more grammatically correct than the other, but one letter out of place doesn’t change the meaning of a word or sentence.

    Unfortunately, this isn’t the case for Google Analytics. Google Analytics considers two pieces of text to be different if they have different capitalisation, and this can have a significant impact on your results.

    Essentially you want to have as much accuracy as you can get with an eCommerce analytics setup, because your analytics can help you to locate profit-generating opportunities. And as mixed capitalisation in data is an easily rectified example of inaccurate data, it is definitely one that you should get on top of ASAP!

    If you create a Lowercase filter it will force any text passed through the filter to become lowercase – hence resolving any issues where capitalisation could become an issue.

    Here is an example of a Lowercase filter, so that you know how to set it up for your eCommerce store.

    While you could set any text field to lower case, there are a lot of fields in Google Analytics and some won’t matter that much. Here are some specific fields that are most useful to create filters for. When I set up a client account I always set these to lowercase.

    • Campaign Medium
    • Campaign Name
    • Campaign Referral Path
    • Campaign Term
    • Request URI
    • Search Term

    This is because these fields are commonly used and also frequently contain mixed capitalisation.

    If your eCommerce software creates events in mixed case it may also be beneficial to filter event data. However, I usually don’t do this myself if the software is producing the events consistently because the capitalisation of the first letter of an Event can be nice when reporting or visualising the data later. Ultimately, it’s results that count though, so you might want to check over your events to make sure they are OK.

    Although this is a fairly simple tip, applying lowercase filters is not something that should be underestimated in value. Google Analytics can only give you accurate answers to your questions if you provide it with good data in the first place. The difference between a lowercase and uppercase letter may mean little to you, but in practical terms it could make a big difference to the quality of your results. So do ensure that you’re using lowercase filters in your filtered views.

    Want to get 8-10X ROAS from Google Ads?