In this episode, we explore some of the commonly misunderstood analytics reports and metrics and how to avoid misinterpreting them. Is a high bounce rate always a bad thing? What can you effectively conclude with time on site and why is it potentially such a flawed metric? Daniel explains and explores how this metric works and the limitations of it and how it is calculated. When you are using Analytical data to tell a story, there is a real danger you will come to the wrong conclusions and tell a story that isn’t really happening.

Daniel talks us through the GA’s User Flow Report which is excellent at showing multiple user journeys through your website, but in reality, the complexity of information it lays out makes it hard to drive actionable conclusions from it.

Daniel also shares with us why he thinks that Google Search Console reports can be rather misleading without enough context behind the data they are showing and what you can do about it using other external tools to help verify your data.

We also explore the significant risk of goal reports data in GA which use a last click attribution model. Make sure you look at multi-channel funnels to get a more accurate view of how all your different mediums and channels are contributing to your overall conversions.

Useful Links

Digital Strategy Measurement Framework (Build a dashboard)

Google Analytics

Google Search Console

SE Ranking



Download Episode 178