The fact that we have access to so much website data is great. In fact, much of the data we can get is very close to real-time. How cool is that?
Well, sometimes it isn’t so cool at all, because web marketing isn’t won by looking at the day-to-day data so much as it’s won by looking at overall trends. Over the course of any marketing campaign, there will be mountain tops and valleys. Rankings fluctuate, traffic is volatile, and sales bound around on a day-to-day basis.
A daily understanding of what is going on is important to pinpoint problems, but not everything that you see day to day can show you the truth of the campaign. Sometimes, change is just temporary.