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ECommerce analytics requires accuracy in order to make good use of the mountainload of data you have coming to you every day. You need to understand precisely what is happening on your site. And this really requires you to be on the ball, as just an errant character in your page URLs can really put a spanner in the works.

For example, some eCommerce platforms have an infuriating software defect where some page names have a forward slash (/) at the end, and others do not. This can even occur on the same page of the website! This will result in inaccurate data, as Google Analytics will treat these as two different pages. You will literally see the same page listed twice, one with the slash at the end and one without. Your page view data will be split between them. Magento is one of the platforms that comes to mind where I have regularly seen this occur, but it’s not the only one.

So we’re going to create a filter which will alleviate the problem.

remove trailing slash in google analytics filter

For this filter, choose a Custom Filter Type and select Advanced.

In Field A> Extract A choose Request URI and type in ^/(.*)/$

In Output To → Constructor type in /$A1

You need a tick in Field A Required and Override Output Field.

What this is going to give us is a URL that doesn’t have any slashes at the end of it. If there’s a slash, it’ll take it away. If there’s no slash then it will keep it that way. Thank Goodness!!

This is a pretty straightforward way of alleviating any problems with trailing slashes. Do include this filter in your filtered views; it is essential to get this ironed out on your site if you want to avoid annoying problems that will result in misleading data.

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Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

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Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

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Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020