Google Analytics (GA) is a web analytics tool, by Google that helps to generate reports performance metrics of your website, reports website traffic as well as give you insights into your web visitors’ behaviours and their activities while they are on the website. Currently, Google Analytics is the greatest Popular Web Analytics Software in the World. Like many other web analytics tool, Google Analytics is also excellent at facilitating you to understand how visitors found your website and what visitors are doing on your site. Google Analytics gives you much information related to your site. It has many features, but there are few things it can’t do, and critically, the things it can’t do are most valuable for your businesses. In this article, those things will be exposed.
Image courtesy- chrisparente.com
What Google Analytics Can’t Do
1. Can’t Track Individual Users.
Google Analytics cannot track how individual users are using your website. Within Google Analytics you can gather a lot of data about your users. However, you can’t track individual users. Due to this, you cannot evaluate exactly how somebody is using your website and for what purpose they are using it. As per Google Analytics Terms of Service, under the Privacy section, the tool doesn’t report individually recognisable information. The reported data is grouped of multiple users.
2. Re-process The Past Data
Google Analytics doesn’t allow you to (re)process the past data or data that was generated in the past. In another word, if you mistakenly apply a wrong filter, incorrectly tag a campaign link or a web page, then you can fix the fault and see the results in the upcoming reports, but you can’t go back in time or past and reprocess previously collected data.
If you have a phone number on your website, and you are using Google Analytics exclusively, then you have absolutely no way to gather data about each call. You are missing out on a lot of valuable data that can be provided by another analytics software – data that can help you make operational improvements and track call performance
3. Visitor Intention
GA can tell you where people are coming from (geographically), or they belong to which territory, which searches terms they use to arrive your website, as well as any AdWords they might have clicked. But it’s difficult for GA to know the motivations and goals of visitors, that for what reason they visited your website and what was the purpose of users.
4. If the User Visited Your Competitors’ Website
Once a person visited your website, Google Analytics will start tracking his behaviour, that what pages he visits on your site, which content he is viewing and what other things he is doing on your site.
But after the user left your site, then GA will not be able to track where he goes, and what another site he visited after leaving your website. In short, Google Analytics can’t track where a user is hanging out on the internet, or he visited your Competitor’s website after yours or not.
5. Google Analytics Samples Your Data
If a website is very active and have a lot of visitors, and you want to generate a report which includes a large amount of data, then Google Analytics do not generate a report for all of them, but it might use data sampling.
In other words, they will not report and use the whole of your data because it’s too complicated and resource intensive for them to do so. Google analytics generate a report for some samples of data. Speed is significantly increased when they provide you with a subset of that data.
So, they will track and generate the report you are requesting using a sample of your data.
6. Google Analytics isn’t Real Time
Data is updated with a constant delay of different hours say 4 to 48- Though Google Analytics isn’t real time.
For all other data, it’s best to presume that Google Analytics is 24-hours behind. That being notion, most often small to standard websites are secure to admit that Google Analytics is 6-8 hours behind.