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Tags and Web 2.0 JavaScript tags run only when the page has been opened. If the page contains Web 2.0 elements, the visitor will use those items and may spend hours on the page, but the page won t be reloaded, so the actions won t be tracked. PDF downloads, mouseovers, watching video, and so on can t be tracked by JavaScript tags. If you re using Web 2.0 items, check with your analytics documentation to see how to use event-tracking. Technical issues The technical team may be reluctant to add code that may cause problems. You can test a few pages to see if it works. If the technical team continues to delay your code, talk with their VPs or directors and show them how analytics will help the organization achieve its goals. If the site has a template, it s only a matter of pasting five lines of code into a single file. In general, it takes less than 15 minutes to add the tags for Google Analytics into a well-structured site. Company politics Another team may be campaigning for a different analytics tool. Or there are web stats tools or analytics tools in place and they don t see the need for yet another tool. There is no problem with multiple analytics tools on the same page. We ve seen companies with three different analytics tools. Try several tools and see which one suit your needs.
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The bottom line: work with your vendor and consultants. They have experience and can offer solutions.
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Placing the Analytics Code on the Pages
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To collect data, the code has to be triggered when the browser opens the page. If the page is long (perhaps the visitor has to scroll several screens) or the page isn t very interesting to the visitor, they may exit the page before the JavaScript has been triggered. In that case, there will be no data for the page. This means you won t know that your visitors are abandoning the page. Analytics vendors generally recommend that the analytics code be placed at the bottom of the page. There is a reason for this: If the code conflicts with other code on the page, the other code should run first. It s more important that your company s code executes correctly. If you find there is underreporting for pages (for example, long pages aren t showing the expected amount of traffic), move the analytics code to the top of the page or to the beginning of the body content. It can also be placed in the <HEAD> section of the page. In general, place the analytics code at the bottom of the page unless there are good reasons for placing it elsewhere.
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CHAPTER 3: Analytics
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If analytics is all about data and reporting, it will surprise you that analytics doesn t deliver accurate data. The numbers are wrong. This happens in all analytics packages, from Unica down to Google Analytics. In general, analytics reports for the same website may differ as much as 14%. You know the accounting department and the shipping department sold and sent out 100 koi this month, but your analytics tool tells you that you have only 86 sales. That s a significant difference. This also happens in PPC. Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter all deliver slightly incorrect data for the number of clicks and the number of conversions. If you are using both PPC and analytics, you ll find the numbers don t match across these two tools. The warehouse tells you they shipped 100 koi; the PPC tells you that you sold 95 koi, and the analytics tells you that you sold 90 koi. There are several reasons for this. Analytics tools depend on cookies, but as many as 30% of users use anti-spyware tools to delete cookies daily. Computers and servers also sometimes lose some of the data traffic. Some vendors may give you cookie rejection reports, which can help you to estimate baselines. It also takes about 1.4 seconds for the page to open and the analytics JavaScript to be processed. If a visitor buys a product and the thank-you confirmation page starts to open but the visitor immediately goes to another site, the thank-you page s code isn t processed and the visitor won t be counted. You can improve this by getting them to stay a few seconds on the page. Add a few lines of text or a special offer to get their attention. You can also move the analytics code to the top of the page into the HEAD section. This also means you shouldn t use analytics to track sales, revenues, or profits as the basis for reporting, compensation, commissions, or bonus because it may underreport up to 14%. Don t worry about the specific values. If the tool is wrong by 4%, then assume it will be consistently wrong by 4% and look at the trend: Did sales go up or down Does campaign A perform better than campaign B If you want to know more about data quality, Stone Temple Consulting compared the data from seven analytics packages. Search for Stone Temple 2007 Web Analytics Shootout Final Report for more information.
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