Not including the fact that conversion rate has steadily

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bad data To reiterate: Our marketing reports should be useful to their recipients. Safe reports — ones that just cover basic metrics or cherry-pick data— do not add value. When writing your reports, avoid just choosing data that is “bad”. That is, data that obfuscates truth and hides issues. This can be through choosing metrics that, on the face of it, look good (like a low site-wide bounce rate), but in reality do not provide sufficient information to base decisions on.


For bounce rate to be a metric on which to base decisions, a reader would kuwait phone number resource need to know what the bounce rate of individual pages were, or the type of content they contained, or even just whether the low bounce rate is coupled with a high engagement rate. Bad data can also be data that has been highlighted because it's positive, but at the expense of showing data that might reflect badly on the marketing activities. Showing that traffic to a webpage is growing may look great.


been declining could hide the issue of the decreasing quality of that traffic. For example, look at these two charts. They show the same organic traffic data to a webpage: Chart showing organic traffic for a website. The first image shows just the organic traffic to the page. If an agency presented this image to a client, it would suggest that their work over the past year had been successful.