I love being able to wander about in an analytics account and being able to empirically prove the value that a search engine optimisation campaign has delivered. Showing the value of online investment in pounds and pence is one of the true revolutions that analytics and Internet marketing really brings to a business. To do this we all rely on our analytics being useful – and if the data going into your analytics is not correct the information you get from it can be seriously devalued. Increasingly I’m finding that analytics platforms, Google Analytics in particular, are reporting Google Product Search as natural search – not nice if you want to determine the worth of SEO or product search. With just a simple change to your product search information you can prevent this – and start analysing the true value of your online marketing channels.