Did you know?

Through a study of 75 enterprise websites using Google Analytics we uncovered really interesting key metrics of the state of Google Analytics data today.



Can you guess the different metrics below?

  1. How many companies track their marketing campaigns wrong?

See Answer 1

82% of audited websites didn’t set up their campaign tracking correct.

You can only improve your performance if you measure your campaigns correctly. Some channels are more effective than others – so which should you focus on?


Continue to question 2 (4).
2. How many percent of audited websites collect Personal Information in Google Analytics – without knowing it?
See Answer 2

1 in 5 websites had collected personal information indicators (PII) in Google Analytics. Probably without knowing it.

Data Governance is about protecting your valuable data – be it from eyes that should no longer have access to report, or ensuring you do not fall foul of data protection laws.



Continue to question 3 (4).

3. How many websites did a correct goal setup?
See Answer 3

18% of audited website had a correct goal setup.

One of the best part of Google Analytics is the possibility to track all the micro conversions on your website. For example shouldn’t one goal excessively dominate. This would give a result in amber (39% of audited sites). The remaining 43% didn’t set up any goals at all.



Let’s do the last question! (4)

4. In how many Google Analytics setups is it possible to segment potential customers from existing?
See Answer 4

7% of audited websites did a correct visitor segmentation.

This means that the remaining 93% couldn’t use Google Analytics to distinguish between existing customers and potential new clients.



Awesome! Continue down for more information. 

How could we know all this?

Listen to the full study

With Verified Data in place, you will get the whole story from your Google Analytics data. You and your team can then focus on insights instead of auditors, so the businesses can make decisions based on better structured, cleaner, more accurate and compliant data.

Learn more about the study by watching the video.