Google Analytics is without a doubt one of the most important analytical tools you can use to gain insights into your website. By having reliable data to hand, you can make all important decisions about your marketing options to gain more sales and drive quality traffic to your website.

However, if the data you’re analysing is being plagued with unwanted traffic and spam how can you trust the information to make those business decisions.

Setting up your Google Analytics account and adding the tracking code to your website is only the start. You must ensure the data you are collecting is a true representation of the numbers you are getting through and that it is clean and uncorrupted. If you don’t you will be wasting your precious time and effort analysing worthless data which doesn’t represent true picture of your website’s performance.