As a start-up entrepreneur taking a DIY approach to your online marketing, Google Analytics should be your best friend. Not only is using Google Analytics free, but it offers incredible insights that can assist you with streamlining your success.

Before you dive in boots and all, you must ensure you are making data-driven decisions from accurate data.

3 Google Analytics Mistakes Every Small Business Needs To Avoid

1. Cut the Spam From Your Reports

Spam isn’t just those pesky emails that flood your inbox, oodles of spam traffic is sent around the internet every day. A decent amount of it ends up in your Google Analytics data. As does traffic from search and spam bots.

The insights offered by Google Analytics can be really powerful, however, setting up appropriate filters can hide the spam traffic from your reports so that your data is more accurate.

Why hide the spam data?

“Spam referrals” can inflate your traffic, creating the illusion that you have a lot of traffic going to your website. To find out if that’s true, create a filtered view that removes this spam traffic, providing a more accurate report on your activity.

Take Action: How To Create Filters In Google Analytics


2. Exclude Your Internal Activity

Every time you visit your website, write a post, test a link, or have your VA working on your website etc. it will be recorded in Google Analytics.

The problem with this is that the activity can distort the numbers for your site, inflating page activity and site hits while worsening conversion rates and other critical metrics. For a large company with a massive online reach, this impact may be negligible; for small businesses, internal traffic can result in massive distortions.

But don’t fret, the solution is simple.

When using Google Analytics, you can add a filter that removes the activity from individual IP addresses such as your own.

Once the filter is activated, none of your internal activity will be included in the reports.

Take Action: Google search “Whats My IP” to find out your IP address

Take Action: Filter out IP specific traffic


3. Focus on the Metrics That Matter Most

As you familiarise yourself with Google Analytics, examine your metrics to get a better sense of which ones reflect success.

Overall web traffic is great, but if your conversions are stagnant, you need your website to ramp up its selling efforts.

Meanwhile, page views can reflect a level of consumer engagement with your website, but visit duration shows how long your brand is being considered.

Take a little bit of time each month analysing your basic performance metrics, then work on strategies to optimise and grow your business.

Take Action: 10 Basic Performance Metrics To Monitor In Google Analytics


Google Analytics is an excellent free tool for small business, but you can’t make great business decisions without accurate data. So, I encourage you to take action to avoid these 3 Google Analytics mistakes.