Just found this great series of post on how to “lie” with Web statistics by Andrew Chen, former director of product marketing at Revenue Science. Links are here to part 1, 2, 3, and 4. Keep up with his blog for future parts.
For Web sites, metrics like pageviews and unique users are so important to fund raising and media attention that it’s very tempting to cheat and inflate them. No matter which side of Web analytics you’re on, defend yourself by knowing the tools of the trade.