Pitfalls and problems with modern web analytics

Why Web Analytics Data Quality Matters for Growth Marketing

Accurate web analytics data is essential for growth marketers. Reliable data informs every decision—from campaign optimisation to experiment prioritisation. Unfortunately, modern privacy measures and browser restrictions mean your analytics data is likely less accurate than you realise.

In this article, we will explore common pitfalls affecting web analytics data quality and practical steps growth marketers can take to overcome these challenges. For help interpreting the results of your data-driven experiments, see our guide to marketing experiment analysis. If you want to better understand which website engagement metrics actually matter for B2B growth, check out our article on website engagement metrics for B2B growth. If you run A/B tests, it's also important to be aware of Sample Ratio Mismatch (SRM) and how it can impact the validity of your experiments. For a look at how AI and natural language processing are changing the future of marketing analytics, see our article on AI in marketing analytics. If your event tracking feels messy or inconsistent, learn how to fix it with a structured approach in Why Your Event Tracking Sucks (And How to Fix It with a Tracking Plan). If you're interested in privacy-focused analytics solutions, see our guide to integrating Plausible Analytics with Growth Method.

Common Issues Affecting Web Analytics Data Quality

GDPR and Cookie Consent Banners

Privacy regulations such as GDPR have significantly impacted data collection. Cookie consent banners allow users to opt out of tracking, resulting in incomplete data. This makes it difficult to accurately measure user behaviour, conversions, and attribution.

Bot Traffic and Referral Spam

Bots and referral spam inflate analytics data, skewing metrics like bounce rate, session duration, and conversion rates. Without proper filtering, this can lead to incorrect marketing decisions.

Cookies and Tracker Blocking

Modern browsers and privacy tools increasingly block cookies and trackers, severely impacting data accuracy. Common issues include:

• Third-party cookie blocking

• First-party cookie blocking

• Reduced cookie lifetimes (both first-party and third-party)

• Blocking URL parameters (such as gclid and fbclid)

• Local storage and IndexedDB blocking

These measures make accurate user journey tracking challenging, negatively affecting attribution and campaign optimisation.

Fingerprint Blocking

Fingerprinting techniques, which identify users based on device and browser characteristics, are increasingly blocked or spoofed. Common fingerprint blocking methods include:

• Font and plugin randomisation

• Hardware and GPU spoofing

• Canvas and WebGL fingerprint randomisation

• Time zone and language spoofing

• Network and IP-based fingerprinting protections

These protections further reduce the accuracy of user identification and tracking.

Cross-Device Tracking Prevention

Cross-device tracking is essential for understanding user journeys across multiple devices. However, privacy measures increasingly prevent this:

• Partitioned storage (double keying)

• Login-based tracking prevention

• Browser isolation and containerisation

Without reliable cross-device tracking, marketers struggle to understand the full customer journey, leading to incomplete insights and suboptimal marketing strategies.

Anonymous Browsing and Privacy Tools

Users increasingly adopt anonymous browsing methods, further complicating data collection. Common methods include:

• Encrypted DNS (DNS-over-HTTPS, DNS-over-TLS)

• HTTPS Everywhere and automatic secure connections

• Relay services (VPNs, Tor integration, Cloudflare Warp)

• WebRTC leak protection

These tools obscure user locations and browsing activity, making accurate analytics challenging.

Other Privacy Protections

Additional privacy measures further degrade analytics data quality:

• Stripping referer headers

• Blocking analytics tags (Google Analytics, Facebook Pixel, Google Tag Manager, Segment)

• Behavioural tracking prevention (blocking scripts analysing scrolling, mouse movements)

• Blocking Google's alternative tracking methods (FLoC, Topics API)

• Email tracker protection

These measures significantly reduce the granularity and accuracy of analytics data, limiting marketers' ability to optimise effectively.

How Growth Marketers Can Navigate These Challenges

Given these challenges, growth marketers must adapt their analytics approach. Here are practical steps to improve your web analytics data quality:

• Regularly audit and filter bot traffic and referral spam from your analytics.

• Implement server-side tracking to mitigate cookie blocking and improve data accuracy.

• Use first-party data collection methods to reduce reliance on third-party cookies.

• Combine quantitative analytics with qualitative insights (user surveys, interviews, heatmaps) to validate data.

• Clearly communicate data limitations to stakeholders to set realistic expectations.

How Growth Method Helps You Improve Your Analytics Workflow

Growth Method is the only work management platform built specifically for growth marketers. It simplifies your analytics workflow by combining ideation, experimentation, and reporting in one powerful platform.

Here's how Growth Method supports your analytics workflow:

• AI-powered categorisation and experiment summaries: Quickly identify and prioritise high-impact experiments, even when data is incomplete.

• Integrated analytics platforms: Seamlessly connect with Google Analytics, Amplitude, and MixPanel to centralise your data and insights.

• Industry-leading reporting: Generate professional, detailed reports effortlessly, clearly communicating results and limitations to stakeholders.

• Fast, human support: Get expert assistance whenever you need it, ensuring your analytics and experimentation processes run smoothly.

• Free white glove migration service: Transition smoothly to Growth Method with expert onboarding assistance at no extra cost.

"We are on-track to deliver a 43% increase in inbound leads this year. There is no doubt the adoption of Growth Method is the primary driver behind these results." Laura Perrott, Colt Technology Services

Conclusion

Web analytics data quality is increasingly compromised by privacy regulations, browser restrictions, and user behaviour. Growth marketers must adapt by combining robust analytics practices with qualitative insights and clear stakeholder communication.

Growth Method simplifies your growth marketing workflow, helping you navigate these challenges and consistently prove the value of your marketing efforts.

Ready to improve your growth marketing analytics? Book a call today and see how Growth Method can help your team.