Google Analytics is a tool that can provide you with invaluable insights into what’s happening on your website, your traffic levels, the engagement of your users and the success of your marketing campaigns. To a newcomer, however, the tool can be a bit overwhelming. Where do you even start? What should you be looking at?
The Path To Better Measurement
People have a huge selection of devices, channels and content to choose from across multiple platforms. We have to understand what the journey is in the first place. New consumer behaviors broke measurement. Old, linear paths to purchase were relatively simple to measure. Today’s paths are not.
Knowing which avenues to take and which output to concentrate on are important in any digital strategy, but before we can put together a game plan we need to better understand the playing field.
Today, consumers have everything at their fingertips – and they keep wanting more. New touch points, better experiences, new devices, smarter information and faster delivery. They want everything right here, right now, from any device they choose. The new customer journey is incredibly complex and for most businesses, this is overwhelming to even think about. To be able to evolve our marketing strategies and rethink measurement, we have to understand what the journey is in the first place.
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