Analytics Horror Stories - BrightonSEO 2016
- 2. Dotty About Data
SEO Role - Discovered Google Analytics
PPC and SEO role
Analytics specialist within agency
Lots of blogging, training and speaking gigs
Analytics specialist role in ecommerce company
Maternity Leave
Started my own analytics consultancy business
2008
2016
- 7. “My banner is really
successful, but I can’t see
which traffic source
generated this”
- 8. “We launched an app and
it’s so successful we have
almost double the traffic
already”
- 10. Auto
tagging
Use the correct tracking method for each activity
Event
tracking
Enhanced
Ecommerce
UTM
campaigns
EXTERNAL INTERNAL
Internal
search
- 15. “…it only has a few 302
redirects in the journey, it
should be tracking fine”
- 16. “…it sends users to a
subdomain that we don’t
have any control over but
the devs say everything
works fine”
- 19. Match
journey to
reports
Get tracking code implementation experts
involved in all new developments on site
Plan
Plan plan Test full
journey
Talk to
experts
Educate key
players in the
process
Get more
involved
- 21. “We have this amazing set
up, it should tell us exactly
what we need to do, but
there’s just too many
numbers, so we don’t
really use it.”
- 22. “Of course we have
Google Analytics. Geoff
knows how to access it.
He checks it every month”
- 26. “I didn’t need to look at
the data, I know that this
version will perform
better”
- 27. “I analysed the data and it
told me to do X, but I think
doing the opposite to X
would be better”
- 28. Did you do all
that set up,
analysis or
testing just for
fun?
- 29. If you don’t trust the data, test it
Instil trust
across the
business
Test the
data
before
using it
Agree
success
and fail
criteria
- 31. “We set up a new site but
I think it’s performing
worse than the old one”
- 33. “Comparing to last year,
the results are different in
a way we didn’t expect
them to be”
- 35. Don’t forget
the data!
Get tracking code implementation experts
involved in all new developments on site
Document
everything
Plan
plan plan
Know the
best
practices
Test all
data
- 37. Bounce Rate
My new site’s bounce
rate is so good, it’s
less than 10%
You may have added a new
set of tracking code
without removing old code
Two codes = two pageviews
= no bounces!
- 38. Other pages
I can see (other) in my
Pages report, that’s not
one of my pages!
You probably have too many
unique page URLs and have
run out of rows
Exclude parameters in the admin
settings to remove unique strings and
group URLs together
- 39. Differences
Why am I getting
different results for the
same thing?
Check the sampling level, is it
different on the two reports?
When adding segments or date
comparisons, GA doesn’t always have
the accurate processed data to hand.
- 41. “I just hit delete.
I wasn’t expecting
everything to disappear.”
- 44. If you
don’t
trust it,
test it!
Write and
stick to
guidelines
Top Takeaways
DON’T
delete or
duplicate
Trust
the data
Have a data plan
for every website
change
Talk to
experts
Understand
the error
margins &
limitations