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As user experience designers, we need to base our decisions on evidence and most of the behavioural data we have access to is found in Google Analytics. This is a hugely useful tool but before we use this data to provide actionable insights, it is our responsibility to ensure the data is accurate.

There are a number of common mistakes that we see again and again. This post aims to give you a troubleshooting guide to get started and make sure your analytics platform is providing you with data you can trust and use.

Data collection

Are you gathering all the relevant data? Google Analytics tracks a lot of data out of the box but a few of the reports need some settings enabled before it will start collecting all the right data. …


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Google Analytics is a great tool that provides you with information about what your users are doing on your website, and this data informs critical business decisions that we make. But is that data accurate and can we really take what it is telling us at face value?

Google Analytics reports don’t always show you what you might think, so you need to properly understand what the reports actually mean and adapt them if necessary.

1. It’s reporting traffic that aren’t your users…

… because your traffic includes internal traffic

Internal visitors to the site are likely to behave very differently to your users and can skew all the reports, particularly engagement metrics and conversion rates. …


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On Saturday 5th March I attended my first industry event as a UX designer. Although not directly related to UX, I believe that digital analytics is a crucial part of the UX process that can sometimes be undervalued.

MeasureCamp is an unconference, which means that the schedule is created on the day and all the speakers are fellow attendees that propose sessions that they may or may not have prepared — anything from a typical presentation for a room of 100 to a group discussion with a few others.

This format, as well as there only being around 250 participants, meant the atmosphere was extremely collaborative and accessible to everyone — even newbies like myself! …

About

Nick Buckingham

UX | Optimisation @ the UK’s leading open source agency Deeson www.deeson.co.uk

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