Google Analytics is a powerful tool that can provide you with valuable insights into your
online presence, helping you track everything from traffic to bounce rates. However,
mistakes can taint the accuracy of Google Analytics, which can have adverse effects in
the long run. To avoid issues, be sure to be on the lookout for these five silly Google
1. There is a mistake in your Google Analytics code. From missing code to
duplicated code, a mistake in the code is a surprisingly common Google Analytics
issue. To avoid coding mistakes, every time new code is implemented, it is a wise
idea to make use of browser development tools to test and monitor the changes.
You might also consider using the Google Chrome extension Google Tag
Assistant to help identify and sort out coding mistakes.
2. You’re only looking at one report. Google Analytics has comprehensive
capabilities, so if you’re only looking at one report or a few key metrics when you
log in, you aren’t leveraging everything it has to offer. Unfortunately, many
novice users make the mistake of just tracking one or two familiar metrics to chart
their progress. Subsequently, they are only getting a small piece of the bigger
picture. Make sure you’re using Google Analytics to get insight into the scope of
your online presence.
3. You’re not filtering your internal IP addresses. Google Analytics
automatically reports on all traffic coming into your website — and this includes
traffic from your own internal team. It’s crucial that you change this during
Google Analytics setup. Otherwise, this internal traffic could skew your numbers
and give you a less-than- accurate picture. Make sure you set up the proper filters
to exclude traffic that is coming from your own IP address.
4. You’re not taking advantage of the goals system. If you’re not using the goals
system, you’re missing out on a key way to drive up your ROI. The goals system
allows you to gauge the conversions that take place on your website and allocate a
dollar value to each kind of conversion. This allows you to determine what
activities are driving the most revenue and adjust your strategy accordingly.
5. You’re focusing on fluctuations and not looking at trends. If you spend too
much time looking at short-term fluctuations, you’ll miss long-term trends.
Analytics data are bound to be slightly erratic at times, and a few dips and spikes
here or there aren’t necessarily anything to fret over. Instead, keep your eyes on
your long-term progress by charting trends.
Remember, if you’re struggling with Google Analytics setup or need help rectifying any
one of the issues we’ve pointed out here, it never hurts to contact a professional for some
expert guidance. Google Analytics is an incredibly powerful and valuable tool, but you
will only be able to reap the full benefits if you’re using it correctly.