Layout errors that cause web analytics to work incorrectly

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2. Setting up advanced e-commerce with viewing listings, products, etc. without nonInteraction
Setting up advanced e-commerce provides the ability to obtain detailed information about user interactions with the site: products added and removed from the cart, transactions made, product data views, the stage at which the user abandoned the purchase, etc.

When visiting, for example, the main page, events about displaying a product in the list are sent if the main page displays a preview of several products. Most often, after such a setting, the site's bounce rate drops by 2-3 times. After all, sending events about displaying a product in the list will be considered non-zero user engagement on the site. The situation can be corrected if, when sending an event to analytics, you define the variable "nonInteraction" by assigning it the value "1" ({' nonInteraction ': 1}). Then sending the event will not affect the bounce rate, since such events will not be considered interaction.

3. Misinterpretation of data. For example, “increasing” slovenia consumer email list transitions from social networks by 100 times
Also, careless marketers and advertisers can unknowingly misinterpret data. For example, when it is necessary to separate traffic from social network posts, each post containing links is marked with tags. Due to ignorance of analytics tools, or in order to show the result in reports, they take data on clicks to the site from a standard analytics system report. This report includes both free traffic from social networks (the web analytics system recognizes it by source, for example, Vkontakte), and paid traffic. Thus, the report includes 3-4 thousand visits with actual clicks on links with tags of about 30-50 pieces.

4.
Requirements for correct and valid layout prescribe assigning unique identifiers (ID) to individual blocks and layout elements. If so, it will not be difficult for a web analyst to assign events to the web analytics system via Google Tag Manager when a user interacts with elements with specified IDs. Problems arise when it is necessary to make another block on the site. A webmaster can copy a similar one together with the ID of all internal elements and remake it without assigning new IDs. In this case, events and related goals and funnels will start to trigger in several more places, which distorts the analytics data.

If this happens in the shopping cart, it is not uncommon for multiple orders to be sent to the eCommerce module instead of just one.

Therefore, be sure to check the layout for validity and require this from layout designers and programmers after each intervention in the site!