How having Incongruent Data affects your analysis

Incongruent Data is when your analytics data does not resemble the way your site is used.

It occurs when the tagging is different from how your user perceives the interaction.

Incongruent Data leads to problems within your analytics organization, including:
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• Uneven knowledge: Your analysts will know the tagging of some pages and not others. Gaining knowledge the page’s specifics with experience.
• Harder onboarding: Uneven knowledge leads to a difficult onboarding for new analysts, as page specific knowledge is usually not documented.
• Communication breakdown: When the analytics reflect how users use the site, the whole organization will have an easier time understanding analytics reports. Spending more time on product discussions rather than technical specifics.

Incongruent Data is a type of inconsistency​

There are special cases where the tagging has to be supplemented with additional data.

Or rewritten entirely because it’s hard to understand or contains PII*.

But the less special cases you have, the less problems you’ll have in the long run.

– Samy