However, a lot has changed since Google first launched the program in 2005, and even if you’re familiar with its basic functions, it can be difficult to keep up with best practices.
“GA is the eyes on your digital ecosystem and on your customer,” says Caleb Whitmore, founder and principle consultant at Seattle-based Analytics Pros. “GA is a platform that lets you restore some of that gap that’s grown between businesses and their customers in the digital age. It measures all of those digital interactions in an aggregate, anonymized way, but in a way that still can paint a very real picture of who your customer is and what they need or want from you, and how you can better serve them.”
According to Alan Morte, co-founder and analytics director at Roseville, Calif.-based digital marketing agency Three Ventures, marketers should be using Google Analytics for two main reasons: “The first is to understand the performance of marketing: which ads or campaigns are converting or not converting, for example. The second is understanding which content on your site is leading to conversions and the behavior behind that.”
Here, experts provide tips for refreshing your GA knowledge, and how to make the most of the tool in 2016.