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Why google analytics data is inaccurate

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.

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Why google analytics data is inaccurate

  1. 1. Why Google Analytics Data is Inaccurate Robin Rozhon
  2. 2. Google Analytics tells what happened, not why... @RobinRozhon
  3. 3. … and that’s the hard part. @RobinRozhon
  4. 4. Does MEC rent kayaks in Kelowna? search in Google @RobinRozhon
  5. 5. Story of a new STAT’s user
  6. 6. Google Analytics
  7. 7. Google Analytics
  8. 8. Google Analytics
  9. 9. Google Analytics
  10. 10. Google Analytics
  11. 11. Google Analytics
  12. 12. Google Analytics ● 1 conversion ● 3 sessions ● 1 user
  13. 13. Google Analytics ● 1 conversion ● 3 sessions ● 3 users
  14. 14. user = browser window @RobinRozhon
  15. 15. Which channel gets the credit?
  16. 16. Last Non-Direct Click @RobinRozhon
  17. 17. Direct Traffic
  18. 18. (direct) / (not set) @RobinRozhon
  19. 19. It’s junk. @RobinRozhon
  20. 20. Direct Traffic is when a user ... ● Types a URL by hand @RobinRozhon
  21. 21. Direct Traffic is when a user ... ● Types a URL by hand ● Clicks on a bookmark @RobinRozhon
  22. 22. Direct Traffic is when a user ... ● Types a URL by hand ● Clicks on a bookmark ● Clicks on a link in a PDF file @RobinRozhon
  23. 23. 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
  24. 24. 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
  25. 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 ● Clicks on a link in an email ● Taps on a link in a mobile app @RobinRozhon
  26. 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 ● Taps on a link in a mobile app ● Clicks on a link shared via Skype, Messenger, WhatsApp @RobinRozhon
  27. 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 ● Clicks on a link shared via Skype, Messenger, WhatsApp ● Clicks on a link from secured HTTPS to HTTP @RobinRozhon
  28. 28. Referral Spam Traffic
  29. 29. Internal Traffic
  30. 30. 192.168.3.24 exclude your IP address @RobinRozhon
  31. 31. Session expired
  32. 32. A new session starts ... ● After 30 minutes of inactivity @RobinRozhon
  33. 33. A new session starts ... ● After 30 minutes of inactivity ● At midnight @RobinRozhon
  34. 34. A new session starts ... ● After 30 minutes of inactivity ● At midnight ● A new incognito tab is opened @RobinRozhon
  35. 35. A new session starts ... ● After 30 minutes of inactivity ● At midnight ● A new incognito tab is opened ● When a new campaign source occurs @RobinRozhon
  36. 36. 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
  37. 37. 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
  38. 38. Sampling
  39. 39. 6.9% decrease in revenue @RobinRozhon
  40. 40. 500,000 sessions sampling threshold @RobinRozhon
  41. 41. a segment or secondary dimension Google Analytics samples session data at the view level @RobinRozhon
  42. 42. Real Examples
  43. 43. 1.93% Bounce Rate? too good to be true @RobinRozhon
  44. 44. Awesome traffic? from entire Canada @RobinRozhon
  45. 45. Always question your data! @RobinRozhon
  46. 46. Understand your metrics! @RobinRozhon
  47. 47. Thank you! @RobinRozhon rozhon.com/stat2017

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