There has always been a certain buzz in the online marketing industry regarding web analytics metrics; namely, which metrics to measure and how to accurately track them? I find, more and more that many business owners are sometimes paying attention to metrics that make their business look appealing from an image perspective, rather than to metrics which actually show value to the bottom line. Sort of harkens back to the old adage: "numbers never lie, but you can always use numbers to make lying easier".

I am going to begin by addressing web analytics metrics that I hear about all the time, these metrics may seem important against competitors or from a traditional SEO perspective, but oftentimes these metrics don’t accurately help a business determine online success, or make successful informed decisions. Instead, more often than not, with these metrics as guides, businesses make misinformed decisions and wonder why they aren’t gaining any online successes.

Google’s PageRank is pretty much a household name. The millions of users who have the Google toolbar installed know that when they are looking at a website, the more green they see in that tiny bar, the better – the more relevant the page is. PageRank is not a good web analytics measure when trying to determine how successful your online campaign is. It does let you know how authoritative your site is, but it doesn’t provide you with any data that you can monetize and use as a baseline to drive conversions or increase retention rates...

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