I have to talk about this.
Marketers waste money. And there is a simple reason for this.
They don’t trust the data.
In digital marketing, decisions should be based on web analytics. For this, you need web analytics you can trust.
Unfortunately, the quality of data is a common issue.
❌Sometimes, the data is so bad that it shouldn’t be used for marketing decisions.
❌Almost always, some conversions are missing, other conversions are recorded two, ten or even twenty times.
❌Sometimes, there is no conversion tracking at all.
❌Most of the time, advertising costs are not imported to web analytics.
❌Campaigns are not tracked at all – or the tracking is incoherent.
Sometimes, the marketers have high-quality data but don’t use it. The reason could be lack of skills or fear of budget cuts.
STOP THIS.
You need to act now:
✅ Invest in fixing your web analytics, campaign & conversion tracking.
✅ Train the people, hire a web analyst or outsource analytics to consultants.
✅ Use web analytics data for decision making.