If you aren't using Google Analytics to inform your online marketing strategy, it's time to start. This foundational tool is free, easily accessible and loaded with valuable data. Even if you're utilizing other Web analytics tools, Google's offerings are too useful to ignore. But be careful to not overlook reporting from other media platforms like Facebook. Not all platforms measure performance in the same way, but here’s a quick guide for Facebook vs. Google Analytics. The data interpreted through Google Analytics exists in layers, similar to bedrock accumulating on top of itself. Although the surface has plenty of insights, drilling deeper into the data can prove more revealing and provide smarter guidance for your digital strategy.
In most cases, you'll want to use a two-pronged approach. To some degree, the top-level insights brought by basic site performance metrics are illuminating enough to improve campaigns on short notice, but to uncover deeper, more complex and meaningful insights hidden in the data, you need to dig a little deeper.