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Site Analytics Reporting Demands Constant Improvement

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A site analytics report for a small business should offer the most important insights while keeping the process fast and simple.

Productivity is a critical part of any business. A website report that is fast to build and simple to review improves productivity. A report that is complex and time consuming will deplete a critical chunk of time.

I recently found myself with a report that had evolved into a massive document with plenty of great information. Unfortunately, it had so much information that I started having trouble juggling all of the priorities it was telling me to pursue. The report, which I updated weekly, also started taking more and more time to put together.

When it became clear it was unwieldy, I deleted the trailing 13 weeks of entries that I was tracking for many dozens of data points on nearly 15 pages of material. Instead, I now one have column for all of 2017, one column for the most recent quarter, one for the previous full month and one for the last 30 days. I also combined some pages and deleted quite a few secondary rows of data.

The leaner report now focuses on the most important priorities. It saves me time because it is quicker to put together. It also allows me to look more closely at trends by comparing the last 30 days to the previous month, quarter and year instead of just 13 individual weeks that jump around in results.

If the comparison shows a downward trend, I know I have a problem to address. If it shows an upward trend, I can look for a cause and try to duplicate the success elsewhere. The new report is better in multiple ways.

Tailor Analytic Reports to Business

My way of analytic reporting is not the only way or the best way. Rather, it’s the best way for my business and how I track results.

Some businesses may use something a lot simpler or they may want to update the report once a month instead of once a week. Others with larger staffs involved in the website may use even more information and parse it out to multiple employees.

Regardless, the digital environment keeps changing quickly, and reporting should evolve with the changing environment, the needs of the business and a basic commitment to continuous improvement.

Never changing at all is a mistake. Any change is positive as long as a benefit is provable. Constantly thinking about ways to make it better is always a good thing to do.

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