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.
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.
With a single click, a user can destroy Google Analytics data: Moving from an AMP page to the main site or the main site to a payment processor can turn one visit into multiple sessions, mucking up source data along the way.
For many, Google Analytics 360 is a black box. Marketing and sales collateral from Google is spartan, and common refrains about key features—like unsampled data—seem unworthy of a six-figure bill for most sites.