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Google Analytics is often taken-for-granted in too many ways. When the average company thinks about Google Analytics,
they simply ensure their Google Analytics code is in place and they keep track of what I refer to as vanity metrics.
Copy. Paste. Done, right? Vanity metrics are quite deceiving, to be honest, and you’re only scratching the surface
with what you could (and probably should) be doing with Google Analytics. In this article, we’re going to discuss
how to dive deeper into your Google Analytics integration to grow your business.
Your website isn’t “done.” In fact, it will never be. When implemented well, a website will be in a constant state of innovation, progress, and improvement because that is the natural state of every healthy business. And ultimately, your website is a representation of your business.
You might be looking at this thinking, “Duh!” If you are, you should still keep reading. If you’re not, yes, you keep reading too. When a company wants to advertise itself, it will traditionally begin to perform various marketing activities. You’ll begin to see their logos on ads on various websites and in newspapers or magazines. You’ll see them on billboards, bus benches, and conference swag. Their brand may be plastered on TV in commercials, or as sponsors of a show or event. Their postcards might come to your mailbox at home. They might get cross-promoted through other promotions by other companies. This is just the tip of the ice berg. The bottom line is this, they get their brand in front of you one way or another. They know someone will be looking, watching, deciding.
Wherever you are, when you were growing up, there was a sport that was more popular amongst your friends than others. For me, we primarily switched between basketball and football (with an occasional straying into wiffle ball). We would play as long as there was light, and sometimes when there wasn’t. It was a great time full of memories. However, there was always the tenuous moments before you began playing where teams would need to get chosen. How did you get on the team you wanted?