4 Google Analytics Myths Every Small Business Owner Should Know

Google Analytics is a leading analytics tool that provides website and digital marketing data such as conversion rates, website interactions, and user demographics to Google Analytics users.

Small business owners that use Google Analytics can dissect and analyze their own website data and turn them into valuable insights to improve their marketing efforts and optimize their website structure and elements..

While Google Analytics is effective for collecting valuable website data, it’s not omnipotent. It has limitations and has fallacies that prevents the analytics to track data accurately all the time.

Here are four Google Analytics myths you should know:

1) Google Analytics Is 100% Accurate

This how Google Analytics works:

  • A tracking code (JavaScript) is added to the header of a website
  • A website user visits the website
  • A browser loads the website and executes the Google Analytics tracking code on the site
  • Google Analytics can start tracking a user’s behaviour once the tracking code is executed

While this process is straightforward, issues may occur. Depending on the browser or the quality of the Internet connectivity a user is using, a website’s Google Analytics tracking code may not be executed. For example, a website may partially load and the Google Analytics tracking code isn’t executed. In this case, the Google Analytics code isn’t able to gather collect data about a website user’s online behaviour such as the pages and the number of pages the user has viewed. This affects Google Analytics’ data accuracy.

2) Google Analytics Data Is “Clean”

There’s a ton of spam traffic online and the spam traffic skews or inflates Google Analytics data.

For example, you may be located in Vancouver and your clients are primarily in the Greater Vancouver area but you’re generating traffic from Indian, Russian, or Mexico or other areas outside of your targeted markets. Receiving traffic from these areas that are likely spam web visits skews your data and creates difficulty for you gain factual and realistic overview of your website or marketing performance.

To ensure your Google Analytics is clean, you can set up filters to exclude website traffic from certain IPs or geographic locations.

3) Google Analytics Collects All The Data I Need

Yes – Google Analytics comes standards with dimensions and metrics that provide a robust overview of your website performance. However, more in-depth tracking such as scroll depth and button clicks have to be setup manually using Google Tag Managers. These events setup don’t come standard with Google Analytics and it’s important to set up this type of tracking to gain more insights on your users’ web behaviours and patterns.

4) Google Analytics Will Make Recommendations To Me

Google Analytics has improved its ability to understand interpret data with the advancement 

of it’s artificial intelligence (AI) and can make some recommendations to optimize your website or marketing performance. However, it doesn’t understand your business operations, company vision and goals, and other insights related to your organization. Hence, Google Analytics can’t make recommendations that are completely aligned with your organizational goals or sales objectives – the tool can only make website or marketing suggestions based on web data Google Analytics has collected. Small businesses still need a data analyst to analyze the data and make recommendations.

If you have any questions about Google Analytics or data analytics, please feel free to get in touch via form below.

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