Some marketers remain frustrated with their web analytics solutions. And in some cases, they have good reason. One of the most common issues stems from budget restrictions that hinder the full potential of web analysis. A solution to this issue is to implement free tools like Google Analytics as they will provide some insight into your website performance.
Another challenge is data accuracy. It’s important to understand that web analytics is not an audit tool, and it is most useful when looking at trends and significant changes in metrics. Google Analytics recently launched the Intelligence section that helps you focus on areas that have significant changes over a period of time, so you’re not distracted by minute details.
Marketers also want to have the ability to integrate web analytics solutions with other systems, and this can be another obstacle. But don’t let that stop you. Having data is a great first step, and there are available tools that integrate with most web analytics solutions. However, the cost of these integrations circles back on the first problem discussed—budget restrictions.
In any case, some data is better than no data, so don’t let the challenges impede you from looking at the big picture. Do the best with the data you have.
To learn more about how to use data to your advantage (and not drown in your dashboards), check out the Web Analytics Master Series at Ad:Tech. It promises to be quite the shindig.
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nother challenge is data accuracy. It’s important to understand that web analytics is not an audit tool, and it is most useful when looking at trends and significant changes in metrics. Google Analytics recently launched the Intelligence section that helps you focus on areas that have significant changes over a period of time, so you’re not distracted by minute details.