With so much data available to B2B marketers, it’s hard to believe that any marketer would still rely on their gut to make business decisions. But in the PwC Global Data & Analytics Survey, it was reported that 62% of executives still prefer to rely on their experience rather than data, to make decisions. Our challenge as B2B marketers, is to make sure our data is credible and trustworthy. If we can’t trust our data, then what use is it? And if we can’t reliably interpret it, then we risk losing our credibility when reporting on our activity and performance. Google Analytics is one of the most widely used analytics platform out there. But the problem is although it's easy to learn, it’s difficult to master. Reviewing your data is crucial to ensure you can interpret and analyse it correctly. In this presentation, we highlight 4 common errors in Google Analytics, and how to fix it, to make your data more reliable and trustworthy.

1. Common mistakes to avoid in
Google Analytics

2. Data
Analytics

3. 1.7MBof data per person,
per second
By 2020, we’ll create

4. 50xincrease in 10 years
That’s a

6. With so much data available,
it’s hard to believe that
any marketer would still
rely on their gut to make
business decisions

7. 62%rely on experience,
not data

9. Only 35% of senior executives
have a high level of trust in the
way their organisation uses
data and analytics

10. Our challenge is to make our
data credible and trustworthy

13. Reviewing your Analytics data
is crucial to interpret and
analyse it correctly

14. 3xbetter decision making
Data-driven organisations

15. 1.
Hostname
Check your

20. 2.
Tracking
Double or missing

24. 3.
Spam
Handling of
referral exclusions

26. Stress Referral Exclusions
Types of headaches

29. 4.
Other
Avoid misreporting
traffic

31. Your Medium parameter
should always reflect the type
of traffic, not the source

32. utm_medium = social
not
utm_medium = facebook

35. Next steps...

36. Audit your Analytics setup
and create a measurement
plan relevant to
your business

37. Consultancy
Design & Build
Digital Marketing

38. for brands with ambition.
Strategies, technologies & campaigns