For the last decade (#omg!), I've consistently complained about a fundamental flaw in Web Analytics tools: They incentivize one night stands, rather than engagements matching customer-intent.
This leads to owners of digital experiences (insanely) expecting all visitors to their websites to convert right away – anything less than that is a failure. Damn the intent the customer is expressing.
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It also results in Marketers obsess about awful things like last-click conversions (die last-click attribution die!). They make silly user experience decisions (Searching for car insurance options?…