Your website’s analytics can provide you with a lot of helpful information: How long people stay on your site, how they get there, what keywords bring them in, etc. But if you don’t know how to drill down deeper and make sense of what your numbers are telling you, they’re not going to do you much good. If you are concerned your web analytics are failing you, TopRank’s Online Marketing Blog has a few suggestions as to why:

• The statistics are fuzzy: Be sure you’re breaking down the data and not relying on a top-level, summary look.
• The averages are flawed: Spikes or dips will throw off your averages, so be aware when making a decision based on them vs. looking at the whole picture.
• Incorrect implementation: If you’re getting no results at all, make sure your tracking code is placed on your site correctly.