6 Things You Can’t Measure in Google Analytics

Are you wondering if there’s anything Google Analytics can’t do? 

Sure, it’s one of the most powerful tools when it comes to web analytics. By using this tool, you can find out a lot of things about your website visitors’ behavior.

However, Google Analytics isn’t all-mighty.

Despite all the default and custom metrics you can track, there are still things you can’t measure with this analytics tool.

6 Things You Can't Measure In Google Analytics

Take a look at these six examples.

1. Keep Track of Individual Users

Not only is it impossible for Google Analytics to track individual users, but it’s also forbidden. Each user that visits your website is assigned a unique user ID. However, you can’t track or store, for example, their IP address, which is considered Personally Identifiable Information (PII).

2. Give You the Real Number of Pageviews

You’re probably wondering how is this possible when you can clearly see the metric called pageviews. Well, actually, it’s used to track page loads rather than page views. Every time a page is reloaded, it counts as a new pageview.

Also, if someone clicks on your Facebook ad and closes your landing page immediately without reading it, it’ll be recorded as a page view when it really isn’t. So, this metric doesn’t give you the accurate number of times someone viewed a page on your website.

google search

3. Recognize a Returning Visitor If They Delete Cookies

When a user returns to your website, Google Analytics looks for cookies in their browser so it can track them as a returning user.

But what happens if the visitor doesn’t allow cookies, or they delete them before they visit your website again? Google Analytics will categorize the visitor as a new user with each new session.

4. Process Data Retroactively

Unfortunately, you can only collect, process, and analyze data from the moment you’ve connected your Google Analytics account to your website. Google Analytics doesn’t have access to historical data – anything that had been happening on your website before you’ve set up analytics is in the past.

However, if you have been using other tools to analyze your website data before Google Analytics, you can import the data and keep using it in GA.

Analytics data review

5. Assess Lead Quality

Google Analytics only gives you the total number of leads without assessing their quality. For example, a social media campaign can bring you 20 new leads per day, but only one or two of them seem willing to finally make a purchase.

What’s the problem?

Google Analytics wasn’t able to assess their quality, and they actually aren’t qualified leads. 

6. Track the Impact of Paid Ads

Say your newest customer has seen a paid ad of yours on Facebook. They don’t engage with it immediately, but come to your website later and make a purchase. Google Analytics will track this as a direct conversion although the customer has been exposed to a paid ad.

This can mean you may miss conversions that happened thanks to your social media campaigns because Google Analytics doesn’t recognize them as such. And that’s because this tool can’t track an individual’s customer journey, either – only sessions.

Facebook ads

No Tool Is Perfect

Perfection is unattainable anyway, right?

Google Analytics can still help you boost your website’s performance, attract more visitors, and make more conversions if you know how to use it correctly.

Pick the right metrics, set goals, and track your data regularly to use this tool to its full potential.

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