Your web analytics setup is broken in one way or another. Or in dozens of ways. You just don’t know it. Yet.
I have seen, used and audited hundreds of Google Analytics accounts.
What I learned was this:
Every web analytics setup is broken.
Sometimes, the issues are small. Sometimes, the setup is completely useless. But always, there is something to fix.
Very often, the most important thing is broken: conversion tracking.
For b2c websites, the conversion tracking can record same transactions several times. And some other transactions are not recorded at all.
Because of this:
❌ You can’t optimise your advertising based on trustworthy sales data.
❌ You’ll misallocate your media budget based on strongly biased or completely random data.
❌ Conversion optimisation is impossible because you don’t have reliable conversion data.
B2b websites might not have a conversion tracking at all. In these cases, the marketing is based on guesswork instead of data.
Do you trust your conversion tracking? If not, you need to fix your analytics setup.
Even if you think everything is perfect, you should let a professional audit your setup. I’m sure you’ll be surprised by the results.