In digital analytics, it’s all about asking the right questions.
Sure, in the right context, you can probably get by doing what Avinash Kaushik refers to as “data puking,” but you won’t excel as an analyst or marketer.
In addition, you’ll consistently come up short on bringing true business value to your company.
“Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital,” said Aaron Levenstein, a former professor of business administration at Baruch College. [Tweet it!]
The same is true of your data in Google Analytics. Most of what you spend your time looking at (and re-looking at) is merely suggestive.
The conversion funnel is arguably the most important part of every ecommerce website. It’s where the magic happens: visitors turn into customers.
And yet, as marketers we know all too well, that not all visitors who put a product into their cart end up purchasing.
Just moments away from buying, they end up having second thoughts, getting distracted, or going with your competition.
Queue the dreaded “abandon cart.”
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.