THE IMPORTANCE OF ACCURATE MEASUREMENT
Once enough data has been collected, it is necessary to validate the tracking. This is to ensure that nothing is measured twice or something similar. Small mistakes at this stage will be very costly later on if they are allowed to remain. If it is measured incorrectly, all results in the future will be based on incorrect figures. The same, of course, applies to interpretations. If the data is misinterpreted from the beginning, there is a risk that it will be wrong all the way. Unfortunately, it is seldom enough to validate the tracking once. Additional validations may be required later. Since the measurement can be affected by changes, e.g. in the product.
Remember: continuous validation = high quality data!