Today’s marketers are lucky. Why? The amount of data and tools to help interpret that data present an opportunity to be far more effective than in the past. However, marketers may not be using one of the most well-known tools in the most effective way.
We’re talking about Google Analytics. Unfortunately, it can be incredibly easy to merely focus attention on the vanity metrics within the platform. By vanity metrics, I mean sessions, users, pageviews, and other metrics that sound important. Of course it sounds great to have one millions sessions, but that metric doesn’t provide me with any actionable data. In fact, vanity metrics don’t provide much, if any, value.