BPA Worldwide has released an important position paper, “Analytics Are Not an Audit,” outlining the differences between web analytics and audited traffic data.
Citing specific examples, the paper explains how different analytic packages can produce wildly different traffic data from the same site depending upon how a tool defines various web metrics. At the same time, data results from different sites are not comparable since there is no way to tell if mitigating factors are the same across all sites measured.
To download the entire position piece, “Analytics Are Not an Audit,” please click here.
I welcome your comments and input regarding this important position piece.