We’ve all done this: Launched a new website for our company, installed Google Analytics to track all sorts of data, and proceeded to occasionally keep an eye on our traffic and looking at the sources.
And that’s a problem. Most startup companies won’t use Google Analytics as a key tool to make business decisions, nor will they ever go deeper than looking at the basic reports. They will focus on the metrics that will make them feel good, such as the increase in visitors and pageviews. These are called vanity metrics, and they’re totally worthless at helping make decisions.