If you haven’t figured out by now that having a web analytics implementation is absolutely essential to doing business, well, it might be too late for you.

With the wide array of analytics tools available, there are a variety of directions that you can take your analytics. While these tools are not the same in capacity or capability, the overall functionality is the same, and each organization ought to carefully weigh the options when making a decision.

That being said, here is one example of a powerful tool that you’ve most likely heard of before: Google Analytics.

Google Analytics is the most widespread analytics tool available on the market today. And “on the market,” is applied rather loosely, since the tool is free. You don’t have to pay expensive premiums to record and gather data.

But despite being a free tool, don’t assume that it lacks functionality. Google Analytics offers a platform that can help you gain a comprehensive view of what visitors are doing on your site, as well as gain insight as to how users are finding your website.

Some basic functions of Google Analytics include:

• Mapping metrics against predefined conversion goals
• The ability to see what search keywords are drawing visitors to your site
• Easy integrations with Google AdWords, AdSense and Tag Manager

Peter O’Neill, Director of LeapThree Analytics, a web analytics consultancy that specializes in the use of Google Analytics, recently said:

“Google Analytics, a freemium analytics tool, is used by millions of businesses worldwide. Yet many organizations don’t know how to fully capitalize on this tool. There are many functional abilities within the platform that remain unharnessed simply because people don’t know that they are available or don’t know how to use them.”

In the upcoming Analytics Summit, to be hosted by ObservePoint on November 17, 2016, Peter O’Neill will be presenting “Google Analytics Crash Course: 10 of the Best Tricks and Hacks,” a discussion showing some of the value Google Analytics can provide to your organization.

To hear more about how to get the most out of your Google Analytics implementation, along with actionable best practices from experienced thought leaders, reserve your seat at the 2016 Analytics Summit.

About the Author

A former student and present enthusiast of the humanities, Jack Vawdrey uses his love of language to explore the role of marketing and analytics technology in business. Jack joined the ObservePoint marketing team in August 2016 and serves as Managing Editor. Adamant about automation, Jack writes to educate the analytics and marketing community about the role of tag auditing and data governance in the enterprise.

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