By M. F. Spotts

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In the last month, 100 people came to the website and bought something. The month before, 120 people bought something. Did the website get worse between the months? It’s a 17% drop! 22% When you add in the number of people who came to the website, it turns out that there were fewer in month 2 and, in fact, a slightly greater proportion of those visitors bought something. The actual difference in the proportion of people who bought something is probably meaningless, but the important takeaway is that without knowing how many people are using the website, we lack a key ingredient in measuring whether the website is working for those users.

Other web analytics tools use different models for organizing data, and if you are using one of them, you can safely move on to the next section. The account is the repository of data. , Pure Visibility’s Google Analytics account is UA-461660) that ensures the tracking code sends data to the correct place. A profile is the way the data are actually displayed to you. A profile may just present you with all the data in the account, but at the very least you will probably be working with a profile that filters out the IP address of the place you work so you don’t skew the data.

Answer the Question Finally it is time to tell the story of what you have seen. Obviously, for simple questions with simple, concrete answers, this step can be short. For more complex analyses, you may write a report, some text to accompany the data, create a chart or set of slides, or extensively annotate your spreadsheet. Regardless of how you tell the story, you must tell a story about the data to make them meaningful to others. Balancing Time and the Need for Certainty You have to know when to quit.

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