How NOT to do WEB ANALYTICS.
11 common mistakes.
1. No one ever audited the web analytics setup and you don’t know how close to reality your metrics are.
2. The analytics setup is a minimum setup with no custom dimensions, metrics or content groups.
3. The data is used just for reporting, not for answering questions and recommending actions to be taken.
4. Reporting is done manually. It should be automated as much as possible.
5. Aggregate metrics are used instead of segmented data. Segment or die.
6. UI interaction is not tracked, just page views and conversions. Because of this, no one knows if a feature is used or not.
7. UX issues are not tracked. Track every error message to identify the biggest issues.
8. The analyst is more interested in sessions than users, pageviews than conversions.
9. KPIs are not aligned with corporate strategy and there are too many (meaningless) KPIs or no KPIs at all.
10. Reports are based on careless segmenting of data using dimension of wrong scope. Thus some reports are completely untrustworthy.
11. The web analytics is not integrated with other sources of data or advertising platforms.
Do you agree? Please comment!