Google Analytics is one of the most powerful web analytics applications that help marketers strategies their marketing efforts. Various Google Analytics metrics help us make right decisions.

Marketing Land contributor Stephen Murphy has shared the details of four deceptive Google Analytics metrics which should be considered with care.

Murphy says, “For retailers, popular KPIs include Conversion Rate, Average Order Value and Customer Lifetime Value.

KPIs only make up a tiny percentage of the overall metrics available to marketers. Anyone who has logged into Google Analytics can tell you that there are seemingly infinite reports, metrics and dimensions available by default. While many of these can support your KPIs, there are a few “usual suspects” that always seem to confuse marketers and steer the ship in the wrong direction.

Bounce rate

Bounce rate is a fairly simple metric. It measures the percentage of website visitors who view a single page on your website before leaving, or “bouncing.” Marketers tend to obsess over their website’s bounce rate, constantly questioning if it aligns with bounce rates of similar stores in their industry”.

4 deceptive Google Analytics metrics that fool retail marketers

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