One major drawback to Google Analytics is that you can not re-process your historical data. This means that once Google Analytics has processed your data it is final. What’s in your reports stays in your reports. If you make a mistake with a filter then the result will be permanent!
Before you make any changes to your profile configuration consider testing your changes on a test profile. Simply create a profile based on your main site profile. Then they apply any changes to the test profile prior to applying them to the main profile. Using this technique you can better understand the impact of your changes.
Some profile modifications that you may want to test include:
- New filters
- New Goals
- New Funnels
Here’s a real life example why this is so important. I recently worked with a client that created an incorrect exclude filter. When they applied the filter to their profile it excluded ALL of the data from the profile. What made this mistake so bad was the client had no way to fully gauge the success of a new advertising campaign they launched that week.