Peter Drucker famously said, “What gets measured gets managed.”
But what if your measurement data is incorrect?
What if you’re not measuring correctly or completely?
What if there’s a whole pile of things you think you’re measuring when really… you’re not?
The fact is that a lot of the people relying on Google Analytics are relying on bad data.
No, not because Google Analytics is awful. Because their configurations are broken.
And if your configuration is broken?
Well, you’re likely managing the wrong things and making poor choices based on incorrect (or incomplete) data.