5 common mistakes when working with Google Analytics
One of the most common mistakes when interpreting data from Google Analytics we do not know or understand the meaning of the information were presented there or just spend whole, ie “forget” all the things we do not understand here and pretend it has not happened.
As it is well known one of the central goals of any marketer is to generate conversions, so that all metrics within its scope must be properly read and interpreted for the benefit of their goals.
In this article, I want to share some common errors that affect decision-making when this kind of metrics are consulted, mistakes that can negatively impact our work, which is largely a work of analysis.
Error No. 1: size vs. metrics
The first and most common mistake when interpreting data in Google Analytics do not understand the difference between the dimensions and metrics.
To understand what are the dimensions: the dimensions described characteristics of your users and the actions that run on your site.
Meanwhile metrics is primarily numbers, for example, how many people came to your site, what the bounce rate or average time in the session. This kind of information helps you to measure the impact on your audience.
Error No. 2: Eat whole
One of the biggest mistakes is to believe that the data we see are real and are the only and absolute revealed truth. We must remember that what is valuable is the way we interpret and analyze that data, as are those who give us “arguments” to make decisions about our strategy.
“Data is Just a Clue to the End Truth.” – Josh Smith
It should also always keep in mind that, as some know, that Google Analytics data most of the time are contaminated by artificial visits generated by thousands of robots. If you take this information as true, you may reach erroneous conclusions, have the illusion that your audience is growing and making some decisions.
Error No. 3: Do not allow time for changes
This is another very common error. It is that, when applying any changes, we believe that the first data we will reveal the success or failure of these changes we made.
To be clearer whether or not work, you have to do is give them some time to these changes, so the data you collect have value and meaning. Give them at least a week and there they can begin to assess whether there were significant changes your data and make decisions.
Error No. 4: not filter your own IPs
OMG! just falling into consideration right? If you have a big team behind you, which regularly comes to your site, do not you think may be affecting your reports? Of course.
Analytics considers the IP address of your home or office, and that’s how you know if you are a returning user or a new one. Will generate data thread behavior of people within a site, but does not discern the behavior of external and internal (you or your office) users and to generate a filter on your own IPs can help you to have a more realistic idea about who are coming to your site.
Error No. 5: If you do not measure what you do, then…
Your biggest goal as a marketer is to generate conversions on your site; your users are the means to complete this task. Your goals can be varied: a subscription purchase, a download? The best way to know if you implement changes and decisions you have taken have value is to measure your conversions. Remember that as Freddie said:
You build what you measure, companies that do not measure what they do not know how to improve. We must decide on a single metric.
But if you do not set your goals in Google Analytics how will you know if it worked? You can configure two types of targets: micros and macros
- Micros: Analytics described as an event and can contribute to a sale or a conversion.
- Macros: a sale or conversion on your site.
Making mistakes is very easy and pass things on high, or do the other way, even more view.
At first analyze all this data is not a simple task, but if you start to understand the basics of insurance can go forward gradually and eventually become an expert. Nothing truer than what that “practice makes perfect”.