Web Analytics tools have become pretty feature rich, and the future promises to bring even more goodies (Universal Analytics anyone?). But these features bring with them new problems that we hadn’t imagined before. Mostly because the limitations in the tools meant we were unable to make these mistakes. Today’s post is about a new problem I’m starting to notice, which only exists because our tools have become so much cooler and handed us so much power: constant mismatching of hit- and session-level metrics and dimensions. This particular problem exists primarily because Analytics allows us to create custom reports. In some…
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Web Analysts are blessed with an immense amount of data, and an amazing amount of valuable, even sexy, metrics to understand business performance. Yet our heroic efforts to report the aforementioned sexy metrics lead to little business action. Why? Sure your organization could be to blame (org structure, bad boss, ineffectual team). Perhaps your client did not provide you with the all important Web Analytics Measurement Model. Maybe something else (surprisingly, excuses are not all that hard to find when you are looking for them :)). Even with all that, I think the problem is you. You: The person responsible…