Analytics Mistakes that Local Businesses Must Avoid

analytics mistakes that loca businesses must avoid

The Analytics Goof ups that Can Kill Your Marketing

Data analytics has swiftly emerged as an excellent tool for any marketing strategy. A recent study, in fact, showed that 83 percent of business owners felt data analytics improved their profit margins. This is why upwards of 47 million websites have been estimated to use Google Analytics alone. There are obviously many other analytics tools out there, but irrespective of the one you use, these mistakes can make the endeavor pointless.

Thinking Correlation Means Causation

Statistics indicate that violent crime rates go up as ice cream sales increase. This is a correlation, but it does not imply ice cream causes violent crime. In fact, the two actually rise as the weather gets warmer. Never think that your site traffic increasing or decreasing is unquestionably related to a concurrently running online strategy. Go deeper into the analytics to find out if they are really related.

Failing to Filter Out Internal Traffic

Analytics tools will record how many people visit your website on any given day. Unless you have set everything up properly, though, this will include internal traffic. This is traffic coming from your own company, and since staff members may need to visit the site multiple times a day, it can really alter the results. Fortunately, you can exclude your company’s IP address from the results, but if you choose not to, remember that internal traffic is not really indicative of a great campaign.

Counting Views as if they are Visits

It cannot be understated that webpage visits are different than website views. If a customer is doing research and visits 12 of your pages, that is still only one customer. If you foolishly believe that 12 page views are unique visitors, the analysis of your current online strategy will be far from accurate.

Properly using analytics can be puzzling, and this is why many agencies hire third parties to handle it for them. Whether you are handling analytics by yourself or simply want to see your numbers, avoiding the aforementioned mistakes can go a long way in better understanding the data.


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