Analytics tells a story about where your sales are coming from, who is buying your products and which marketing channels are bringing in the best ROIs. Its data is the lifeblood of any successful eCommerce store. Therefore, mistakes that cost you money, and getting the data wrong can spell disaster for a new small business where every cent counts. And… what if I told you that on top of that, Google Analytics lies. Lies by omissions, half-truths and the smallest of fibs. Okay, don’t panic, it isn’t all doom and gloom. We’ve put together this guide on how to spot these biggest Analytics lies and stop misinformation in its tracks. By figuring out how to spot these lies, you will become a master at reading insights you can use to ensure ROIs are met.

Key Takeaways:

  • It's not necessary to be too data obsessed, because it's not always what it seems.
  • You can't base your closed customers off of conversions or funnel performance, as they are just leads.
  • Make sure to property tag your links before making them live, or sending an email.

“Nine times out of ten, the campaign with more “conversions” is declared the winner.”

Read more: https://blog.kissmetrics.com/analytics-lies/