How Good Are Your Metrics?

Are your visitor stats really accurate? How do really you know?

There’s an excellent post at Marketing Experiments that looks at the issues of data tracking, particularly online marketing
metrics. They advocate testing across various technologies are comparing the results.

In summary:

  • Relying on inaccurate metrics can give you a very misleading picture of the performance of your site and adversely effect future marketing decisions.
  • By using two or three different solutions, you can compare results and at least identify where you have problems.
  • Don’t rely only on metrics from a PPC engine or any other third-party provider. Always use a back up web analytics solution to verify the data.

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