Not tracking events
As mentioned above it is imperative to understand what pages users have visited and what actions (events) they have taken before the final conversion. These productive actions can be referred as events which need to be tracked. For instance, an e-commerce website can define an event as “product page” views or “add to cart” as an event which needs to be tracked. One can also use these events to better analyse the performance of the various website assets. For example, “clicks” on the button can be called an event and using this we can A/B test what colour incite most clicks. It is always good to track all the key events which result in goal/conversion to be achieved. There will be times when events will be defined as goals too.
Not linking Search Console/Google Adwords with Google Analytics
Search Console provides critical information about how the site performs organically in Google search results. Google Adwords help us understand how our ads are performing on Google. Though both these platforms have their own dashboards, linking them to GA provides additional benefits associated with Google Analytics viz- remarketing lists based on goal completions, key events actioned, browsing behaviour on the website, etc. More importantly, it is easier to compare the performance of multiple channels at one place.
Only analysing the aggregated data
Google analytics provides capabilities to segment data based on demographics, behaviour, device, acquisition source, etc. Creating multiple segments give deeper insights into the visitors and ton of other valuable information. This will help create tailor made content and thus, be more relevant to the users visiting your website.
Data points vs trends
To answer whether conversion rate is “good” or “bad” is tricky question because there is no good or bad conversion rate. Of course, you can have industry benchmarks to compare to. However, the better way to approach this is to look at the trend over time of your own conversion rate or other key metrics. This will directly be correlated to the efforts you are putting in to improve and help you even outperform the best of the competition.
Adding Annotations in GA
This is more of a “good” habit to clearly annotate the key changes done which have impacted the data in GA. This will always help you replicate the winning strategies and learn from your mistakes and will maintain a repository of your past actions.
Not removing Referral Spam data from the GA reports
Referral spam is the process that spammers use where they utilize web spiders or bots to send one or more fake hits to a Google Analytics account (a hit can take the form of anything from a page view to a transaction). For a smaller website, referral spam gives wrong impression of the traffic and corrupts key data like conversion rate and other goals.Thus, it is imperative to remove the spam data from GA.