The Biggest Mistake in Web Analytics.
This costs you money. Every week.
It is easy to fix technical issues in your web analytics setup.
Tweak some scripts, add tags, debug a few rules in the tag management system. These are all technical details.
But the biggest mistake is not to use the data.
Your setup might not be fully trustworthy. Or it could well be almost perfect.
But it does not matter if you do not use the data for making data-driven or data-informed decisions about e.g.:
– your website structure and development
– your content marketing
– paid media budget allocation
– paid media optimisation
– conversion rate optimisation
– social media
And so on.
You just use it for reporting last week’s and month’s sessions and users, clicks, and conversions.
This is not enough.
The data (and your web analytics tool) must be used for analysis, recommendations and decision making.
For this, you need to change the organization.
This can be a challenge as the distribution of power and budget can change. And some people must kill their darlings.
But it must be done.
Do you agree?