Besides being one of the primary metrics used for selling advertising space on websites, analytics can be powerful in determining the type of content consumers are looking for and help businesses better tailor their online experiences for customers.
However, with analytics programs able to turn any interaction with a website into a number, it’s important to keep in mind that most of those numbers cannot make a website better. Instead, it is the job of every site to determine which metrics are most valuable to them, then decide how and to what extent to use those numbers to determine future content direction and best practices. In news-speak, this would be called taking an editorial approach to the data.
Discovering valuable insights within the analytics noise