Not utilizing web analytics
Every website could use some form of web analytics software or service. Their reasoning may be the lack of time, money, or expertise, but they will lose out on opportunities to improve their conversion rates. Good thing that free web analytics services like Google Analytics makes it possible for anyone to track and analyze their website data. Find out why your business should use analytics.
Invalid tracking code
A problem that can happen for newly created or transferred websites. In some cases, the tracking code may not even be present in some of the pages on the website. If this happens, it may result in inaccurate data, or no data at all.
Improper use of filters and segments
It’s the job of analytics software or service to collect data, but a person is still required to organize and interpret them to make the data useful, not to mention that the huge amounts of data is already too much for any one person to handle. Thankfully, handy tools such as filters and segments are available for analysts to filter out the relevant and important data, but care and experience is needed because they can be misused like any other tool.
Extremely early analysis
You’ve implemented the tracking code in your new website, great! However, some time is needed so the analytics software can collect more data; there’s not much to use if there’s only a few days worth of data after all. Be patient, and wait at least a month or three for better data. This is necessary so there’s something to use when comparing the website’s current performance vs. past performance, and make the appropriate changes if any.
Not excluding internal traffic
Employees (in-house or SEO outsourcing) working on the website can affect web analytics data if they forget to exclude themselves using filters. Although it seems trivial, every scrap of accurate information is important in web analytics. In a worst case scenario, it may result in bad decisions by the team because of the inaccurate data.
Not setting up goals
“If you don’t care where you’re going, any road will get you there” applies to analytics as well. The purpose of the analysis is to fulfill goals or objectives, and without them, then there’s no point in doing analytics. Goals should be defined before anything else, and they can either be increasing traffic, session times, or completing a certain action (i.e. signing up for a new account).