Google Analytics is a great tool but it's not a perfect one. This presentation shows some problems you can run into while using GA on your website.

1. Why Google Analytics
Data is Inaccurate
Robin Rozhon

2. Google Analytics tells what
happened, not why...
@RobinRozhon

3. … and that’s the hard part.
@RobinRozhon

4. Does MEC rent kayaks in
Kelowna?
search in Google
@RobinRozhon

6. Story of a new STAT’s user

7. Google Analytics

8. Google Analytics

9. Google Analytics

10. Google Analytics

12. Google Analytics

13. Google Analytics

14. Google Analytics
● 1 conversion
● 3 sessions
● 1 user

15. Google Analytics
● 1 conversion
● 3 sessions
● 3 users

16. user = browser window
@RobinRozhon

17. Which channel gets the credit?

18. Last Non-Direct Click
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19. Direct Traffic

20. (direct) / (not set)
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21. It’s junk.
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22. Direct Traffic is when a user ...
● Types a URL by hand
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23. Direct Traffic is when a user ...
● Types a URL by hand
● Clicks on a bookmark
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24. Direct Traffic is when a user ...
● Types a URL by hand
● Clicks on a bookmark
● Clicks on a link in a PDF file
@RobinRozhon

25. Direct Traffic is when a user ...
● Types a URL by hand
● Clicks on a bookmark
● Clicks on a link in a PDF file
● Clicks on a link in a Word doc
@RobinRozhon

26. Direct Traffic is when a user ...
● Types a URL by hand
● Clicks on a bookmark
● Clicks on a link in a PDF file
● Clicks on a link in a Word doc
● Clicks on a link in an email
@RobinRozhon

27. Direct Traffic is when a user ...
● Types a URL by hand
● Clicks on a bookmark
● Clicks on a link in a PDF file
● Clicks on a link in a Word doc
● Clicks on a link in an email
● Taps on a link in a mobile app
@RobinRozhon

28. Direct Traffic is when a user ...
● Types a URL by hand
● Clicks on a bookmark
● Clicks on a link in a PDF file
● Clicks on a link in a Word doc
● Clicks on a link in an email
● Taps on a link in a mobile app
● Clicks on a link shared via Skype,
Messenger, WhatsApp
@RobinRozhon

29. Direct Traffic is when a user ...
● Types a URL by hand
● Clicks on a bookmark
● Clicks on a link in a PDF file
● Clicks on a link in a Word doc
● Clicks on a link in an email
● Taps on a link in a mobile app
● Clicks on a link shared via Skype,
Messenger, WhatsApp
● Clicks on a link from secured
HTTPS to HTTP
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30. Referral Spam Traffic

32. Internal Traffic

33. 192.168.3.24
exclude your IP address
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34. Session expired

35. A new session starts ...
● After 30 minutes of inactivity
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36. A new session starts ...
● After 30 minutes of inactivity
● At midnight
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37. A new session starts ...
● After 30 minutes of inactivity
● At midnight
● A new incognito tab is opened
@RobinRozhon

38. A new session starts ...
● After 30 minutes of inactivity
● At midnight
● A new incognito tab is opened
● When a new campaign source
occurs
@RobinRozhon

39. A new session starts ...
● After 30 minutes of inactivity
● At midnight
● A new incognito tab is opened
● When a new campaign source
occurs
● When tracking code is missing
on some pages
@RobinRozhon

40. A new session starts ...
● After 30 minutes of inactivity
● At midnight
● A new incognito tab is opened
● When a new campaign source
occurs
● When tracking code is missing
on some pages
● When cross-domain tracking is
set up incorrectly
@RobinRozhon

41. Sampling

44. 6.9% decrease in revenue
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45. 500,000 sessions
sampling threshold
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46. a segment or secondary
dimension
Google Analytics samples session data at the view level
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47. Real Examples

48. 1.93% Bounce Rate?
too good to be true
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49. Awesome traffic?
from entire Canada
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50. Always question your data!
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51. Understand your metrics!
@RobinRozhon

52. Thank you!
@RobinRozhon
rozhon.com/stat2017