This is my series of 30 brief interactive marketing tips. I’m posting each business day at 8:30 a.m. EST. Catch them all by subscribing to my blog or bookmarking the site. All of the posts will be tagged “30 interactive marketing tips” and listed on this page.
#16 – Audit Your Web Analytics
Listen, the data are never perfect. We all have to make peace with at at some level, but only after you’ve checked off all of the basics.
Are you excluding the traffic from your company?
Have you compared and reconciled differences among different types of reporting, e.g. web analytics vs. ecommerce backend reporting?
How do the numbers reported by your vendors compare to the ones you’re reporting (ex: ppc analytics)?
You should do this the first time you start any major engagement with an agency or a new campaign and then quarterly thereafter.
