Jul 25, 2023

Top 4 Costly Google Analytics Mistakes

4 Common and Costly Google Analytics Mistakes and How to Fix Them

54.6% of websites on the internet use Google Analytics, and for a good reason. It helps businesses identify the target audience, improve website usability, optimize marketing campaigns, and allocate marketing budgets. While Google Analytics is beneficial to enterprises regardless of size and industry, it can lead to poor marketing decisions.

By not reading Google Analytics reports correctly, the wrong conclusions could be derived on which campaigns are working and where to spend your marketing dollars. Which are the most common and often costly mistakes organizations make when evaluating Google Analytics, and how can you fix them?

Mistake #1: Reviewing Aggregate Goals

Reviewing aggregate goals is a mistake everyone should stop making. By default, every Google Analytics report has an 'All Goals' section that shows the number of goals and conversions achieved. This can be misleading and culminate in poor marketing decisions since all goals are not equal.

Common goals businesses create on Google Analytics include submitting a contact information form, completing a game level, requesting a demo, making an online purchase, visiting more than five different pages, and filling the Contact Us form. Obviously, some of these goals are more valuable than others. For instance, making an online purchase is more valuable than visiting five more pages.

While these goals are different, Google Analytics uses one number to report on all goals. For example, you may have 12 total goal completions. However, this does not give any valuable insights into how your marketing efforts are performing. The 12 goal completions could be 12 visitors who submitted contact information form or 12 visitors who made online purchases. The difference is substantial.

To get an accurate picture of the marketing's performance, review individual goals in the reports instead of aggregate goals.

Mistake #2: Using Aggregate Data

A majority of businesses make this mistake. They use the total website stats to inform their marketing decision-making, which is wrong. If they are using one marketing method, they can use the stats.

Nevertheless, if they use multiple marketing tactics, these stats are nearly worthless because they don't tell them what is happening with their marketing. While it is impressive to see that their total traffic increased, they do not know what led to the increase. As such, the aggregate data across their website is not actionable.

It is best practice to use the Channels report rather than assessing performance from the aggregate traffic data. It provides a breakdown of the traffic their individual marketing channels generate. To access the Channels report, click on Acquisition > All Traffic >Channels.  Combine the Channels report with the specific goals' data in point one, and see how your marketing campaigns are doing. Increase your Channels report accuracy by avoiding the third mistake.

Mistake #3: Ignoring the URL Builder

They can enhance the accuracy of their Channels report by using Google's URL Builder. When they ignore the URL Builder, Google Analytics does not know how to categorize some of their traffic. Consequently, it labels it as 'Direct Traffic.'

Let's give an example. Someone clicks on a link in their latest email that opens on a new browser window. Google Analytics is unsure where the traffic came from and labels it as 'Direct' in their Channels report.

They can rectify this by using the URL Builder that tells Analytics those clicks emanated from their email marketing channel. The URL Builder enhances their Channels report accuracy for better marketing decisions.

Mistake #4: Disregarding Devices

Overlooking devices in their Google Analytics reports is a huge mistake. Desktop and mobile traffic perform differently, and hence it is advisable to know where most of their traffic comes from. This is particularly vital as the global mobile web traffic increases by the day — 50.48% compared to 39.01 in 2015.

By default, Google Analytics does not indicate the source of traffic — mobile or desktop in their Channels report. As such, they can't tell whether some devices are outperforming others. For example, assuming traffic from mobile devices is outperforming desktop on their site; they would be unaware of the trend and thus won't optimize their site for mobile devices.

Consider segmenting the Channels report by device to determine how traffic from different devices performs for the different marketing tactics. This also helps to make the best decisions regarding devices. Segment the Channels report by clicking on the '+Add Segment' button located above the graph. Then click on 'mobile Traffic' and 'Tablet Traffic.'   

Takeaway

Google Analytics is a fundamental tool for businesses that want to succeed and thrive in the increasingly competitive online landscape. It is useful in target audience identification, marketing campaign optimization, and marketing budget allocation.

Unfortunately, these analytics can lead to poor decision-making when you draw the wrong conclusions from them. When examining your Google Analytics, adhere to the following best practices to avoid common and costly mistakes that result in poor marketing decision-making.

  • Review specific goals in the reports as opposed to the sum of all goals.
  • Assess the performance of specific marketing channels rather than all channels.
  • Use URL Builder to enhance the accuracy of the Channels report
  • Segment Channels report by device

 

Is it performing optimally? Contact Diaz & Cooper Advertising today to find out. 

Get free marketing and advertising insights...

Featured Blogs

HubSpot Inbound Services

How Busy CMOs Can Harness HubSpot for Account-Based Marketing Success

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
How Busy CMOs Can Harness HubSpot for Account-Based Marketing Success
HubSpot for Account-Based Marketing Success Chief Marketing Officers (CMOs) face a massive task. They have to bring in leads, nurture them,...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
News and Press

Diaz & Cooper Honored as a Clutch Champion for 2023

DCA Team
DCA Team
Diaz & Cooper Honored as a Clutch Champion for 2023
DCA Team
DCA Team
HubSpot Technical Services

Drive Exponential B2B Growth with HubSpot Consulting Services

DCA Team
DCA Team
Drive Exponential B2B Growth with HubSpot Consulting Services
Remarkable ROI Increases in B2B Firms Creating a comprehensive marketing plan for your organization, executing it, and meeting company...
DCA Team
DCA Team
HubSpot Technical Services

5 Best Features of Hubspot Marketing Hub Explained for B2B Enterprises

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
5 Best Features of Hubspot Marketing Hub Explained for B2B Enterprises
Best Features of Hubspot Marketing for B2B Enterprises CMOs and marketing teams have a big job. Delivering qualified leads and driving...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Technical Services

Top 4 Reasons Why Hubspot Sales Hub Should Be Part of Your CRM Platform

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Top 4 Reasons Why Hubspot Sales Hub Should Be Part of Your CRM Platform
4 Reasons HubSpot Sales Hub Should Be Part of Your CRM If you’re a Chief Marketing Officer (CMO) in the B2B aviation, transportation, or...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Sales & Marketing Alignment

The Bold Truth About AI in Marketing: Protecting Your Brand

DCA Team
DCA Team
The Bold Truth About AI in Marketing: Protecting Your Brand
The Dark Side of AI in Marketing: Navigating Risks and Challenges According to Statista research, 62% of marketers use AI in digital...
DCA Team
DCA Team
HubSpot Technical Services

Navigating Sales-Marketing Alignment: Tackling Top 5 Challenges Head-On

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Navigating Sales-Marketing Alignment: Tackling Top 5 Challenges Head-On
How to Overcome Top Sales and Marketing Alignment Challenges Now B2B marketing and sales alignment—it's on the tip of everyone's tongue for...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Technical Services

Top 4 Costly Google Analytics Mistakes

DCA Team
DCA Team
Top 4 Costly Google Analytics Mistakes
4 Common and Costly Google Analytics Mistakes and How to Fix Them
DCA Team
DCA Team
HubSpot Technical Services

How HubSpot Consulting Services Help Accomplish Your Marketing Goals

DCA Team
DCA Team
How HubSpot Consulting Services Help Accomplish Your Marketing Goals
HubSpot Consulting Services Benefits HubSpot Consulting Services can help you set up your HubSpot account and your entire sales and...
DCA Team
DCA Team
HubSpot Technical Services

5 Types of HubSpot Consulting Services and How they Can Help Your Business

DCA Team
DCA Team
5 Types of HubSpot Consulting Services and How they Can Help Your Business
Configuring HubSpot for Success Using Partner Consulting Services Whether you’re new to HubSpot or looking to get the most from the...
DCA Team
DCA Team
HubSpot Technical Services

How a Flight to Miami Shaped a Passion for Serving the Aviation Industry

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
How a Flight to Miami Shaped a Passion for Serving the Aviation Industry
All it took was one childhood flight... Growing up in Puerto Rico, I always had a love for travel, and for airplanes in particular. My...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Digital Marketing Strategy

3 Ways Your Website Redesign Hurt Your SEO

DCA Team
DCA Team
3 Ways Your Website Redesign Hurt Your SEO
I love your new website.
DCA Team
DCA Team
HubSpot Inbound Services

The Quick & Dirty Guide to Getting Found Online

DCA Team
DCA Team
The Quick & Dirty Guide to Getting Found Online
Part 1: Search Engine Optimization Introduction There is no debate: Your website is one of the most important pieces of your business...
DCA Team
DCA Team
Sales and Marketing Consultancy

How to Build a Data-Driven Content Strategy with HubSpot

DCA Team
DCA Team
How to Build a Data-Driven Content Strategy with HubSpot
How HubSpot can Help Drive Qualified Traffic and Leads As a marketing professional in today's data-driven marketing landscape, you know...
DCA Team
DCA Team
HubSpot Technical Services

HubSpot’s Time-saving Marketing Automations for Technology and SaaS

DCA Team
DCA Team
HubSpot’s Time-saving Marketing Automations for Technology and SaaS
HubSpot Marketing Automations for Technology & SaaS Industry The competition in the technology and SaaS industry is fierce. Most companies...
DCA Team
DCA Team
News and Press

Diaz & Cooper becomes HubSpot Platinum Partner

DCA Team
DCA Team
Diaz & Cooper becomes HubSpot Platinum Partner
Diaz & Cooper announces that it has reached the platinum tier in HubSpot's Solutions Partner Program
DCA Team
DCA Team
Sales and Marketing Consultancy

3 Dynamic Ways HubSpot Lead Scoring Helps Firms in the B2B Healthcare Technology Industry

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
3 Dynamic Ways HubSpot Lead Scoring Helps Firms in the B2B Healthcare Technology Industry
3 Ways HubSpot Lead Scoring and Attribution Benefits Your Business HubSpot is a powerful CRM thanks to its seamless connectivity to ...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Technical Services

How to Improve HubSpot with Integrations for SaaS Companies

DCA Team
DCA Team
How to Improve HubSpot with Integrations for SaaS Companies
Get the Most from Your Data with HubSpot Integrations HubSpot is a powerful marketing automation platform no matter what type of business...
DCA Team
DCA Team
Sales and Marketing Consultancy

How to Optimize the Inbound Marketing Conversion Funnel

Brandi Jangula
Brandi Jangula
How to Optimize the Inbound Marketing Conversion Funnel
What’s an inbound marketing conversion funnel? You’ve taken time to focus on driving valuable traffic to your website using inbound...
Brandi Jangula
Brandi Jangula
Sales and Marketing Consultancy

Improve Your Organic Search Ranking with an Inbound Marketing Strategy

Brandi Jangula
Brandi Jangula
Improve Your Organic Search Ranking with an Inbound Marketing Strategy
Rank Higher, Increase Website Traffic and Convert More Prospects Organic search rank can be one of the most powerful tools for growing a...
Brandi Jangula
Brandi Jangula
Sales and Marketing Consultancy

Why Inbound Marketing is More Cost-Effective than Paid Advertising

Brandi Jangula
Brandi Jangula
Why Inbound Marketing is More Cost-Effective than Paid Advertising
How Inbound Marketing is More Cost-Effective than Paid Advertising When you invest in a marketing strategy, you’re planning for it to pay...
Brandi Jangula
Brandi Jangula
HubSpot Inbound Services

The Measure of Success: Why Goal Setting is Important to Inbound Marketing

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
The Measure of Success: Why Goal Setting is Important to Inbound Marketing
The Importance of Outlining What Marketing Success Looks Like What’s in it for me? That’s the question many people ask when starting...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Inbound Services

5 Effective Email Marketing Strategies to Fuel Inbound Marketing Today

Brandi Jangula
Brandi Jangula
5 Effective Email Marketing Strategies to Fuel Inbound Marketing Today
Email Marketing Strategy for Inbound Success Inbound marketing is all about meeting customers where they are at and engaging with them...
Brandi Jangula
Brandi Jangula
Sales and Marketing Consultancy

3 Powerful Insights for Effective Inbound Marketing Strategy

Brandi Jangula
Brandi Jangula
3 Powerful Insights for Effective Inbound Marketing Strategy
Co-Founder Omi Diaz-Cooper Talks Strategy in a Live “Ask Me Anything” Recently, DCA’s Co-founder, Omi Diaz-Cooper, answered questions from...
Brandi Jangula
Brandi Jangula
HubSpot Inbound Services

Inbound vs Outbound Marketing: What’s the Difference?

DCA Team
DCA Team
Inbound vs Outbound Marketing: What’s the Difference?
How Inbound Marketing Can Boost Your Business Both inbound and outbound marketing strategies can serve as key pieces of any marketing...
DCA Team
DCA Team
HubSpot Inbound Services

Inbound Marketing: What You Need to Know to Get Started

Brandi Jangula
Brandi Jangula
Inbound Marketing: What You Need to Know to Get Started
What is the Purpose of Inbound Marketing? Why is it Important? Inbound marketing is different from standard outbound marketing. While usual...
Brandi Jangula
Brandi Jangula
HubSpot Inbound Services

Inbound Marketing: How to Attract More Customers

Brandi Jangula
Brandi Jangula
Inbound Marketing: How to Attract More Customers
Learn how inbound marketing strategies can grow your business. As a marketer, it's your goal to attract customers to your business… but...
Brandi Jangula
Brandi Jangula
HubSpot Inbound Services

7 Signs You Should Hire an Inbound Marketing Agency

Brandi Jangula
Brandi Jangula
7 Signs You Should Hire an Inbound Marketing Agency
Why You Should Hire an Inbound Marketing Agency Building a website, managing social media and designing beautiful emails all sound like fun...
Brandi Jangula
Brandi Jangula
Sales and Marketing Consultancy

The Top Reasons Why Tech Careers Are Booming

Elizabeth Mackenzie
Elizabeth Mackenzie
The Top Reasons Why Tech Careers Are Booming
Photo by krakenimages on Unsplash Tech Careers will boom over the next 10 years... The Fourth Industrial Revolution is reshaping the...
Elizabeth Mackenzie
Elizabeth Mackenzie
HubSpot Inbound Services

Top 5 Tactics Working in Emails (Right Now)

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Top 5 Tactics Working in Emails (Right Now)
Improve your open rates today using the top data-backed tactics that are working right now. The last few months have shown us that the old...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Digital Marketing Strategy

What is Shopify and Why Should I Choose it?

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
What is Shopify and Why Should I Choose it?
If you've ever purchased from Lindt, The Economist, FitBit, or Allbirds (just to name a few), then you've likely experienced the Shopify...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
News and Press

Is Your Agency Still Focused on Counting Hours Rather than Results?

DCA Team
DCA Team
Is Your Agency Still Focused on Counting Hours Rather than Results?
Diaz & Cooper Advertising Staff Have Been #ROWE Since 2012 Last year while a global pandemic ushered in an expansive and unexpected...
DCA Team
DCA Team
Sales and Marketing Consultancy

How to Achieve Digital Growth in a Post-Cookies World

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
How to Achieve Digital Growth in a Post-Cookies World
Google's announcement that it will block third-party cookies across its Chrome browser by 2022 has sent shock waves through the advertising...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Inbound Services

5 ways to reignite your travel marketing in 2021

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
5 ways to reignite your travel marketing in 2021
The travel industry is starting to recover from the COVID crisis – and it looks like 2021 could bring a boom. The travel industry has been...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Inbound Services

Marketing for the travel recovery

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Marketing for the travel recovery
Now is the time to market for the post-COVID travel recovery. Here's why: It is no secret that the travel and tourism industry took a...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
News and Press

We've been named Top 40 Outstanding eCommerce Agencies

DCA Team
DCA Team
We've been named Top 40 Outstanding eCommerce Agencies
Diaz & Cooper Advertising is excited to announce that Retail Today has placed us in the exclusive category of 40 Outstanding eCommerce...
DCA Team
DCA Team
HubSpot Inbound Services

How can you help support small businesses?

Todd Cooper – VP, Client-in-Residence
Todd Cooper – VP, Client-in-Residence
How can you help support small businesses?
We, like 2.3 million others, are a small business in Florida. Over the last 19 years, Diaz & Cooper has become known as a growth agency and...
Todd Cooper – VP, Client-in-Residence
Todd Cooper – VP, Client-in-Residence
Digital Marketing Strategy

7 Ways to Optimize Your Homepage & Increase Conversions

DCA Team
DCA Team
7 Ways to Optimize Your Homepage & Increase Conversions
Conversion Rate Optimization (commonly known as CRO) is a method aimed to help you improve your website’s ability to convert passive...
DCA Team
DCA Team
Sales and Marketing Consultancy

How to Market with Compassion During a Crisis

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
How to Market with Compassion During a Crisis
This guide will help you make the most of your marketing dollars during the crisis. Browse through LinkedIn or any other social channel...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Inbound Services

How to Optimize your Google Ads Campaigns for Better ROI

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
How to Optimize your Google Ads Campaigns for Better ROI
During challenging economic times, the temptation to cut back on marketing can be overwhelming. This is particularly true of digital spend...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
News and Press

Telemark chooses Diaz & Cooper for regional marketing.

DCA Team
DCA Team
Telemark chooses Diaz & Cooper for regional marketing.
Named after the historic inland region of Southern Norway known for its vast forests and as the birthplace of Telemark skiing, Telemark, WI...
DCA Team
DCA Team
HubSpot Inbound Services

Using lead magnets to attract new sales.

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Using lead magnets to attract new sales.
Is your website producing new leads that you can turn into customers? We know that email marketing is one of the easiest and most...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
News and Press

Wellbeing Wearables Shopify Launch

DCA Team
DCA Team
Wellbeing Wearables Shopify Launch
Philip Stein Launches New eCommerce Platform for Wellness Diaz & Cooper develops new website for global watch brand Miami, FL: Under the...
DCA Team
DCA Team
Case Study

Case Study: eCommerce on Safari

DCA Team
DCA Team
Case Study: eCommerce on Safari
goal: Increase repeat purchases and reduce cart abandonment.
DCA Team
DCA Team
Business Success

It's Time to Put the Results into Remote

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
It's Time to Put the Results into Remote
Measuring Goals in Today's Remote and Distributed Work Environments. Let me ask you this: would you rather pay for "service hours" or for...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
HubSpot Inbound Services

How Google Maps Is Changing Booking Options

Victoria H – Growth Strategist
How Google Maps Is Changing Booking Options
As the battle for direct bookings becomes ever more competitive for hotels, Google is increasing its dominance to reach customers for...
Victoria H – Growth Strategist
Digital Marketing Strategy

Should You Worry About Your Website Being ADA Compliant?

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Should You Worry About Your Website Being ADA Compliant?
The Essential Website Accessibility Guide What do Beyonce, Domino’s Pizza and the Avanti Hotel have in common? They have all recently been...
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Case Study

Case Study: Fueling Online Bookings

Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker
Case Study: Fueling Online Bookings
goal: Increase direct bookings online
Omi Diaz-Cooper – CEO, Speaker
Omi Diaz-Cooper – CEO, Speaker