Don't Get Blown Off Course With Poor Analytics Data
The numbers don't lie (unless, of course, your tracking tool is misconfigured). Time for an accuracy audit.
The numbers don't lie (unless, of course, your tracking tool is misconfigured). Time for an accuracy audit.
Imagine spending a great deal of time and energy planning a cruise to the Bahamas. You chart your course, get a nifty new GPS to track your progress, and set sail with confidence.
Despite your efforts to diligently gather data along the way, you find yourself in Nova Scotia instead of Nassau when you drop anchor. At this point, you might be tempted to chuck the GPS overboard and revert to dead reckoning.
The same thing has happened to many companies inexperienced with gathering and interpreting their Web analytics data.
One of the first things we do with every analytics or redesign engagement is perform an accuracy audit to ensure the reliability of the data we’ll use to evaluate site performance and identify opportunities.
It’s Possible to Lose Your Way
We often find a 10 to 30 percent discrepancy between reported and actual metrics. In many cases, this percentage is enough to significantly diminish the value and insight that can be gained through analytics.
Some of the more memorable recent findings include:
In nearly every case, significant issues are found in the way visitors are tracked and the tracking tool is configured. In some situations, key stakeholders have stopped using their analytics data to make decisions because they can’t trust it.
Many Things Can Cause Data Inaccuracy
A few common problems include:
In some cases, the unique visitors and visit metrics may not change much, but the underlying data detailing visits may improve greatly after analyzing the accuracy of the reporting.
Problems with data accuracy often lead to:
As you begin to embrace the power of analytics, review your reporting methodology and your tracking tool’s configuration.
Calibrating your analytics tools and methodology isn’t a one-time project. Like experienced navigators who consistently track and adjust their course, you need to verify and adjust analytics tactics over time to adapt to external changes that may affect the integrity of the data you collect.