Although most companies now have an analytics system, or are on their third or fourth system, the poor quality of the data that is still being reported is surprising.

If you're only using the system to report very top line numbers, then it's easier not to worry too much about quality, as the data is hidden from view. Once you work with the system and use the data for diagnostics and analysis, data quality becomes more important and any data issues become more apparent.

Here's a quick checklist to understand how well your Web analytics system has been configured and how good your data quality is.

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