For bounce rate to be a metric on which to base decisions

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Even outside of the data source itself, there can be factors that affect it. For instance, Google Analytics channel data relies on people using UTM codes correctly. Make sure you invest time in creating training programs that inform stakeholders of how their actions can impact data. Create processes that limit the effect of those changes. Consider keeping a centralized document of UTM codes used on marketing campaigns and develop a system for creating them consistently.

This way you can limit the poorly attributed traffic polluting your marketing venezuela consumer mobile number list reports. 4. Avoiding bad data To reiterate: Our marketing reports should be useful to their recipients. Safe reports — ones that just cover basic metrics or cherry-pick data— do not add value. When writing your reports, avoid just choosing data that is “bad”. That is, data that obfuscates truth and hides issues. This can be through choosing metrics that, on the face of it, look good (like a low site-wide bounce rate), but in reality do not provide sufficient information to base decisions on.

, a reader would need to know what the bounce rate of individual pages were, or the type of content they contained, or even just whether the low bounce rate is coupled with a high engagement rate. Bad data can also be data that has been highlighted because it's positive, but at the expense of showing data that might reflect badly on the marketing activities. Showing that traffic to a webpage is growing may look great.