Your Numbers Don’t Lie…but they don’t tell you the Full Story

your numbers don't lie.. but they don't tell you the full story -

Aggregated Data from Tools like Google Analytics isn’t as Insightful or Accurate as you might think…


As marketers, we are forever analysing website data to not only enhance the user’s online experience but to improve our overall performance. However, in a world where an increasing amount of software is available, most businesses continue to use traditional tools, such as Google Analytics.

This is all well and good for a free, easy to use resource that can provide you with some incredibly interesting information. Furthermore, with estimates suggesting that between 30-50 million websites use Google Analytics, it must be doing something right.

But the most widely used web analytics platform isn’t as flawless as you might expect. This is due in large part to its aggregated data model, which groups big pieces of information together to provide an overall statistic.

For example, if 100 people visit your website and seven ended up converting, Google Analytics would calculate a 7 per cent conversion rate. Fair enough, but what if you want to know what those 7 visitors did before converting? What pages did they visit and how did they arrive at your website in the first place?

Unfortunately, aggregated data cannot answer these questions, which is too bad for marketers wanting to base decisions on fact rather than instinct or truly understanding the journey each and every customer takes before converting.


Related Post: 4 Questions to ask yourself when Choosing your Data Analytics Software


But what is the Alternative?

It’s simple – stop analysing website activity as an overall statistic and start examining visitors on an individual level instead. By doing so, you will be able to see how each and every visitor experiences and interacts with your website, such as the pages they browse before completing a journey.

With this insightful and extensive information, you will be able to optimise the user experience and increase overall performance, which if we are not mistaken, is the whole purpose of digital marketing.

Ruler Analytics is one platform that tracks visitors individually, which can provide you with details about the following:

  • Conversions – Email, order number, overvalue and revenue
  • Phone calls – Numbers, durations, and recordings
  • Companies – Links to employee and financial listings
  • Campaign sources – SEO, PPC, or social media
  • Website data – Duration on site, device browser, operating system, multiple individual visits and page journeys


Related Post: Why your Google Analytics Bounce Rate is Wrong


It is in every marketer’s nature to want the very best insights and information. But by using aggregated data via tools like Google Analytics, you won’t benefit from the utmost in accuracy. Instead, you will need to choose a more precise platform, such as Ruler Analytics.

You can even give it a go for free by signing up to our 30-day trial. Simply book a demo and we will be in touch. Don’t forget to follow us on Twitter too.

Written by

Marketing executive at Ruler Analytics with a background in SEO, analytics, content marketing and paid social. I help people (like me) close the loop between marketing-generated leads and revenue.