4 deceptive Google Analytics metrics that fool retail marketers.
In the world of web analytics, not all metrics are created equal. Some can stand alone on their own, giving you valuable insights into business performance at a glance. We call these metrics Key Performance Indicators (KPIs), and depend on these metrics to guide our marketing efforts, especially as we head into the busy holiday season.
For retailers, popular KPIs include Conversion Rate, Average Order Value and Customer Lifetime Value. KPIs only make up a tiny percentage of the overall metrics available to marketers. Anyone who has logged into Google Analytics can tell you that there are seemingly infinite reports, metrics and dimensions available by default. While many of these can support your KPIs, there are a few “usual suspects” that always seem to confuse marketers and steer the ship in the wrong direction.