What are the most common mistakes when implementing web analytics?

The most common mistakes stem from an incomplete understanding of what web analytics actually is. It often happens that we don't fully know what we are really measuring and how to draw business-relevant conclusions from it. Many e-stores deploy only the basic Google Analytics tracking code, which measures only the pages users visit, or they misinterpret metrics (bounce rate is one example). It also frequently happens that a lot of information is collected, but its quality is questionable: e.g. due to incorrectly firing tracking codes on the page or because employee traffic was not excluded.

And what if you do know exactly what you measure on your store and you're confident in the data quality? When data lacks context and is not properly presented, it can be hard at first glance to discover interesting relationships — that's why it's so important for the entire e-commerce team to engage in producing coherent, readable reports or dashboards.

Read more on this topic in the article on our blog!