Peter Drucker famously said, “What gets measured gets managed.” But what if your data is wrong? What if you’re not measuring correctly or completely? What if there’s a whole pile of things you think you’re measuring when really…you’re not?
A lot of the people relying on Google Analytics are relying on bad data. No, not because Google Analytics is awful. Because their configurations are broken. That’s why you need to conduct a Google Analytics audit.
When it comes to Google BigQuery, there are plenty of articles and online courses out there. Most are “tech to tech” explanations—which are great. But they can be intimidating for those beginning their marketing-to-tech journey.
The first step toward plugging the leaks is identifying where the leaks are. Which funnel steps, which layers of your site, which specific pages are leaking money? Google Analytics can provide answers.
Over the last 18 months or so, Google Data Studio has evolved from an appealing but clunky application to a tool that we recommend to any digital marketer.
Data Studio allows you to communicate data simply and in a repeatable format, and their expanded integrations, customizations, and editability have made Data Studio dashboards extremely powerful.
A relatively new feature, data blending, came out last year. This underused function can do a lot of cool things; it also has some limitations. Once you’ve got your head around the basics, the possibilities are endless.
Some of you out there may find this Google Analytics feature overview to be mostly a review. That’s awesome! That means you’re really taking ownership of your data. However, if you’ve never used any of these features, only experimented with them a little, or aren’t sure you’re using them correctly, you should read on.
From the time you set up your account and put your tracking code on your site, Google Analytics starts to capture and display a lot of data.
For many, Google Analytics 360 is a black box. Marketing and sales collateral from Google is spartan, and common refrains about key features—like unsampled data—seem unworthy of a six-figure bill for most sites.