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How much traffic you have coming through to your website is the factor that influences how long you need to pick in the Google Analytics date ranges in order to select a large enough date range that you can be confident in what it tells you.

If you have lower traffic numbers you need to select a larger date range, and if you have larger traffic volumes you can get by with a relatively small date range (and iterate faster).

This gives large online businesses a massive edge over small ones because they’re able to A/B test and change the website quickly, thereby boosting their conversion rate which then gives them more revenue for paying for more traffic. The largest online business in an industry and location and often lock out all the smaller ones in the same sector due to this “winner takes all” ability to iterate quickly.

People generally behave pretty similarly on your website, so with enough data you can get an idea quickly. Too little data though and you get what I call “Fake Insights”. This is when you draw conclusions from not enough data and assume something is a trend when actually its just chance.

In today’s website I’ll share my rules of thumb with regards to what periods of time to look at data over, and if you are an ecommerce store, how many transactions you should let pass before analysing data.

PS. Always check your date ranges before looking at, or exporting data from Google Analytics!

All the best,


charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Sophie Abnett

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Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

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Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018