This Google Analytics article covers 5 ways not to use Google Analytics. Google Analytics is a very useful tool for businesses of all sizes and it’s also free. This means most web geeks can start using Google analytics to study their website traffic in an attempt to improve their sites.
1. Not having control of your Google Analytics Account
Review who has access to your Google Analytics account now! Your Google Analytics Account contains commercially sensitive information about your website and you need to make sure past employees and past-contracted agencies no longer have access.
2. Not having duplicate, clean views
Google Analytics collects processes and reports on data, it’s impossible to get your data reprocessed. This means it’s important to have a number of views created when you sent up Google Analytics. This allows you to change the appearance of different views through the process of creating data processing filters. A good example would be a filter to remove all traffic from the office – that is staff visits. Because you are filtering and filters act on hits, it’s also a very good idea to ensure you have some unfiltered views – so called raw views.
3. Not enabling demographic data or re-marketing
Google Analytics identifies a high percentage of your audience’s demographic qualities such as age, sex, interests and what they are shopping for. Make sure you switch this on for your site and study you own audience demographics.
4. Not using or misusing campaign tracking
Google Analytics does a really good job of tracking inbound traffic to your site generally by identifying direct, organic, cpc and referral traffic out of the box. If you want more detail you need to use campaign tracking or more specifically the URL builder.
5. Not measuring conversions
Google Analytics is built upon the concept of conversions. Its menu system and core reports are ordered around the ABC model – Acquisition, Behaviour, Conversion. The theory goes, you must acquire your audience, they behave ideally to the point of conversion where they have completed a task but more importantly (from the website’s perspective) an objective has been achieved that has benefited the organisation.