In her article, Bustos points out 8 stupid things webmasters do to mess up their analytics, and offers remedies.
Topping her list is a cardinal sin of web analytics: tracking your own IPs. Including your own IP address in your stats will lead to some bad assumptions about traffic, referrals, time on page and other valuable metrics. Google makes it easy to filter out your own IPs or any others you wish to exclude.
Take a look at this article for tips on how to fine-tune your analytics. “This is WAO: Web Analytics Optimization — and there’s a huge need for it that many don’t realize,” Bustos writes. “Why not become a WAO ninja and offer it alongside your SEO, SEM and SMO services?”