For a web analytics analyst or a data-driven marketer, these are words to live by: “Without data, you’re just another person with an opinion.”
Optimization isn’t about educated guesses and hunches, no matter how many years you’ve been in the industry. It’s about doing the research, asking the right questions, digging for clues in problem areas, paying attention to the signs when they appear, and running smart A/B tests.
Web analytics analysis is a big part of that. It helps separate the optimizers from just another person with an opinion.
Peter Drucker famously said, “What gets measured gets managed.” But what if your data is wrong? What if you’re not measuring correctly or completely? What if there’s a whole pile of things you think you’re measuring when really…you’re not?
A lot of the people relying on Google Analytics are relying on bad data. No, not because Google Analytics is awful. Because their configurations are broken. That’s why you need to conduct a Google Analytics audit.
Conversion optimization for mobile apps is getting more sophisticated. At first, click-through rate was key. Then we became more performance-oriented and measured click-to-install conversion rate. But that’s just not enough today.
The first step toward plugging the leaks is identifying where the leaks are. Which funnel steps, which layers of your site, which specific pages are leaking money? Google Analytics can provide answers.