Reporting Without Insight is Useless
Tracking without insight is Collecting, Rendering, And Presenting (CRAP) Data. Tracking should involve: Revenue Conversions, Traffic Acquisition, CPA, Revenue Potential, Cost per Conversion, Insight, Interpretation, Actionable Analytics, Traffic, Sources, Cost Per Lead, Cost per Sale, GeoData, Demographics, Behaviour. Should be detailed enough to give value, concise enough to be digestable by anyone. Tailor reports for your audience. The CEO doesn't need the nitty-gritty details, just the highlights (with insight). The CFO needs Revenue Attribution for Budget Justification. Technical Staff/Designers/Developers need insight to site behaviour to optimise the User Journey. In short, stop just downloading CRAP reports and start giving useful insight so Businesses can make Marketing Decisions backed up by useful data.