Bloggers and consultants sometimes take bold contrarian positions to separate themselves from the pack. I am as guilty as anyone, I admit. Sometimes we (as in the royal I) should have sympathy for our readers (as few as they are) and recognize that all this helps make analytics confusing and perplexing when we pundits take opposing views. From time to time we need to help explain how all these different views can be reconciled and what are the true nuggets of truth. No issue is more controversial and yet more fundamental than visitors vs visits.
Sameer Khan on his blog Key Metrics and Web Analytics recently posted:
Most marketers and analyst are too concerned about the best metrics to focus on [how] to get actionable insights. Obsession for metrics does not always guarantee results. It is equally important to exclude the worst metrics from your analysis. Yes, you heard it right, these metrics can suck your time and lead you nowhere.
Top 3 Worst Web Analytics Metrics & Reports posted by Sameer, 9 April 2010
With this statement Sameer proceeds to list and discuss reasons for the top 3 worst metrics being unique visitors, bounce rate, and session duration. Just recently I also discussed these exact same metrics in Visitors vs Visits and argue that unique visitors are fundamental. How do I reconcile my views with Sameer’s? Continue reading