Web Analysts from web agencies keep coming with this question: Why not just give Google Analytics to the end user?
Well, it depends of the end user, but most of the time it will be the client himself. A manager or the business owner. Not a tech savvy guy. Often, he struggle differencing a visitor from a visit.
You’re not doing him any good by letting a complex tool in his hands. A manager or the business owner needs actionable and useful business information. Not a bunch of weird metrics.
Here are 3 reasons to provide them a simple analytics dashboard whether it’s on paper, Excel or any online tool.
1- Web Analysts have the curse of knowledge
Ever read the book “Made to Stick”? Basically, that says “The more you know, the worse you become at communicating that knowledge”. Managers and analysts are definitely not on the same page when it comes to Web analytics.
As a comparison, what if your financial advisor gives you all of his complex financial analysis tools instead of a simple report standing on one page? I would be lost. Wouldn’t you?
2- There’s no need for useless metrics
It sounds obvious, but I keep seeing analysts talking to their boss of Bounce Ratio and Time Spent on Site. You might find this interesting but the business owner doesn’t care at all. What matters to his business? Is his investment pays back?
Analysts have to speak the manager’s business language. Not him to learn your technical dialect.
3- Simple is better
Don’t try to force the end user to do it your way. Walk along with him. Be his guide. Begin with simple things like 3 business KPIs he understands and are important to him. Nothing else. Remember the time when you were learning mathematics? Multiplying 1 by 2 was hard enough right?
Once he got those simple concepts and his maturity evolves he will ask for more by himself.
What do you think? Is it a good idea to hide Google Analytics from the end user until he is ready?
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