Not all data is equally valuable. In fact, some of it is downright useless or even harmful. There's a great deal of web analytics data around these days. Most commercial websites now have web analytics reporting (80 percent of those using Google Analytics). Online marketing campaigns regularly assess performance in terms of quantitative metrics such as impressions, CTR (click-through rate), and CPA (cost per acquisition). People have become familiar with technical terms from web analytics like bounce rate, exit rate, abandonment, conversion, and engagement index.
However, with all this data floating around, there's bound to be some rubbish. So there's a good chance you'll be exposed to web analytics data that is of no value to you. It may even be wasting your time or misleading you. Here's how to spot useless data.