My design reviewer had been poking the same hole in my strategy for weeks. Small gaps, pointed out one at a time — the analytics weren't catching traffic well, the numbers I was quoting didn't have the resolution to support the decisions I was hanging on them. So one night I finally sat down to actually read my Google Analytics dashboard, instead of glancing at it and feeling vaguely behind. The goal was real details. Another step in the right direction.
Eight active users for the week. Four of them from Council Bluffs, Iowa.
I don't know anyone in Council Bluffs, Iowa. Google does, though — it's the site of one of their largest data centers. Half of my "users" were crawlers pinging my site and getting logged as people. So my real week was three, maybe four humans. Organic search: zero. Qualified leads: zero. Converted leads: zero.
I run a consulting intake form on that site. Multi-step wizard, dialer platforms, pain points, contact info — the funnel's entire bottom end. And here's the part I have to be honest about: when the work to wire it into analytics finally started, and the agent running the directive stopped cold to report that the intake page had never loaded the analytics tag at all — not one recorded page view, ever — I wasn't shocked. I'd been told it probably wasn't tied in. I half knew. The stop report wasn't a discovery. It was confirmation of a suspicion I'd been carrying around for weeks instead of spending ten minutes to check.
