Websites come in many types, styles, and budgets. Each website, be it a news site, an online store or a personal blog, has its own performance indicators. These may include the number of unique visitors, average order value, conversion rate etc. Web analytics systems are aimed to help track those indicators, analyze them and make decisions. But how you can trust them if the data collection process is screwed and data is scattered. During this speech, you'll get a checklist for your project that covers all the main mistakes in the project settings and analysis. Save your time and learn from the mistakes other teams have already made.