How Google Analytics ruined marketing

Blogs, for example, have become one of the primary communications channels for many companies, so integrated marketing and communications strategies need to incorporate branding and PR into those outlets, as well. To use Lyons’ example, a blog post that just repeats “dogshit” over and over might actually generate the greatest number of marketing leads — but it would be terrible for PR and branding, and those metrics are not shown in Google Analytics.

A focus only on GA metrics often leads startups to move toward publishing not informational material but rather more and more “clickbait.” And clickbait might get more traffic, but will only reflect poorly on the brand and cause other damage, as well.

Besides, the number of pageviews is a useful metric only for websites whose main business model is online advertising (such as news websites), because each page view sends a server request for ad impressions. Companies, on the other hand, whose goal is to obtain more customers, often see that clickbait delivers a lot of traffic but fewer conversions in the end.

Source: How Google Analytics ruined marketing | TechCrunch

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