How to get more out of web analytics: Avoid shortcuts and match your goals to metrics

Web analytics can provide an onslaught of data without much context to understand them, but Filip Matous writes that changing how you look at your metrics can help you get more out of them. Matous writes that mental shortcuts such as mistaking correlation with causation can lead to misunderstanding what the metrics are showing. To avoid those errors, Matous recommends matching your goals with the correct metrics to track your progress.