1. No or The Wrong Questions are Asked
You should put in enough efforts to answer these questions first. “You can’t optimize what you don’t measure.”
2. Incomplete Measurement Plan
Not even fancy stuff like custom dimensions and metrics, but measuring simple interactions is neglected by many companies.
3. Inaccurate Configuration
Sure, this is a great step, but if your configuration isn’t inaccurate or incomplete, these questions don’t make a lot of sense.The point is that in many cases the configuration is inaccurate so you shouldn’t trust your data.
4.Misinterpretation of Analytics Data
This is a big one as well. There are many different reasons why you could possibly draw the wrong conclusion based on your data. Even if you have collected the best possible data in the world.
5. Not Testing Your Findings
Your data collection process and data evaluation might or might not support a hypothesis for (A/B) testing. This is different from pure channel optimization. You still need to test, but not always by applying website changes.
