Saturday, October 20, 2012

80% of online retailers are using Google Analytics incorrectly

While Google Analytics is the most widely used analytics tools for e-commerce sites, a new survey suggests that the vast majority are failing to make the most of it. 

The stats, from a DBD Media survey of 50 e-commerce sites, find that 73% of businesses are inflating traffic in their reports, while 67% haven't integrated social media tracking. 
Here are some stats from the survey, while the findings from our Online Measurement and Strategy report shed some light on the barriers to effective use of Google Analytics...

The stats from the survey

  • Only 50% of e-commerce businesses track main conversion points. This prevents marketers from measuring website performance against business objectives (such as purchases or leads) as well as end-to-end campaign effectiveness.
  • 73% of businesses are inflating traffic in their analytics reports, through self referral issues. Self-referrals are the result of user sessions being split, often due to gaps and/or conflicts in data tracking. As a consequence, traffic data is inflated and the original traffic source is overwritten and not retrievable.
  • 60% of GA accounts were not correctly synced with Google AdWords, meaning PPC data is not being passed-on and is hampering accurate ROI measurements for paid search.
  • 67% of websites haven’t integrated social media tracking, thus affecting a site’s ability to identify how and where a piece of content was shared across social networks.
  • 33% of websites with on-site search function do not track site search keywords, thereby missing out on potentially valuable inisghts from site search data.
  • 73% do not track micro conversion goals such as newsletter sign ups or account registrations. This affects insight into user behaviour patterns that can lead to conversions or exits.
  • 30% of websites have incorrect e-commerce tracking implementation.

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