Corrupted data means decision-making risk
Google Analytics is a very powerful website analytics tool.
It measures almost everything that happens on your website. It enables you to discover how your users interact with your website, which in turn helps you to make decisions about how well or otherwise your website is performing against your objectives.
However, if your configuration doesn't match best practice standards you may not be collecting the right data or clean data.
Common configuration issues include (but are not limited to):
- failing to filter out all non-genuine user activity e.g. your own teams
- failing to filter out crawlers, which create spam visits
- not setting up goals or events correctly, or even at all
- incorrect time zone settings
- inconsistencies across different views
- configuration of a testing environment
- inconsistent channel and campaign naming through utm coding
All of these (and more) will result in collecting misleading data, which by default creates risk that the decisions you make based on the 'insights' gained from it are poorer or less effective than they might be.
The outcome will be an appraisal of your current configuration, alongside any recommendations to improve the configuration and a costed proposal to implement them, should you wish us to do so.
You may wish to consider a training session or programme for your marketing and/or web teams to improve their understanding and usage of Google Analytics.