Top Web Analytics Issues&Best Practices
Here are some key issues and best practices that every web analytics should be cognizant of:
- Create only one version of the truth (i.e. standardize metrics across reporting suites)
- Evaluate online attribution settings and type to find the right mix to understand customer behavior and conversion windows
- Compare multiple views
- Track all marketing campaigns separately (if you want to have a roll up variable that captures all so that you can see regardless of internal or external campaign how the marketing messaging influenced the customer, create a separate variable with a separate attribution setting)
- Connect online and offline advertising together to see a true end to end view of the customer cycle
- Separate out visitors by repeat vs new
- Establish baseline (regardless of if you are using 3rd party or 1st party cookies or if your savvy users are deleting them)
Written by:
Dorian D. Regester
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