Analytics measurement and metrics
10 web analytics reporting mistakes to avoid
Catch common errors in definitions, attribution, averages and before-and-after comparisons.
Analytics errors often come from plausible numbers with missing context. A short reporting checklist prevents the most common mistakes from turning into expensive decisions.
Check the meaning before the movement
Confirm metric definitions, date ranges, time zones and denominators. Pair a rate with its volume. Verify events against a source system and look for duplicates or missing routes. If a tracking change happened, annotate it before comparing the result.
Put it into practice
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Try Alexander freeCheck the audience behind an average
Review source, device and landing page mix before concluding that the whole site improved or declined. Avoid selecting tiny segments after seeing the result. Keep attribution limits visible, and distinguish correlation from evidence that a campaign caused a sale.
Check the decision you will make
Do not optimise a proxy that can be gamed at the expense of customer outcomes. Present uncertainty plainly and say what evidence would change the conclusion. A useful report is allowed to say ‘we do not know yet’ and propose the next measurement or research step.