At Empirical Path, our web analytics, split testing, and market research consultants focus only on measuring your marketing and your markets.

Our web analytics practice tells the story behind your numbers by fixing tracking, customizing reports, testing pages, and translating data into insights. We make your Google Analytics, Webtrends, or SiteCatalyst, metrics more trusted, complete, and actionable.

Our market research practice takes the pulse of your customers and competitors by synthesizing online surveys, telephone surveys, third-party data, and targeted interviews. When you're entering a market, launching a product, or honing your message, we surface customer needs and opportunities.

Read more about our service offerings and our successes in your sector. Or contact us.

Google Analytics Premium

google analytcs premium resellerCustomized services, flexible structure: As one of the few Google Analytics™ Premium Authorized Resellers, we customize a package of Google’s enterprise analytics software with services to match each client’s needs, all in a flexible fee structure.


Dashboard Creation

We define, design and build custom dashboards to visualize actionable KPI’s. We recommend the platform -- Klipfolio, Tableau, Excel, Google Sheets and others -- and clean, transform and join data from multiple sources, including web analytics, social media, advertising and CRM. Then, we customize each dashboard to specifically meet each client's business needs and goals.


Tag Management

We recommend, implement, audit, teach and customize Tag Management Systems, from Google Tag Manager to to Tealium. A TMS puts marketers in control of marketing technology and eases deployment of analytics and advertising tags. We migrate and enhance tags so key user actions and traits are easily shared across vendors with less time and resources.


Web Analytics Audit

We audit web analytics implementations -- for a flat fee -- to validate that key visitor behaviors are captured accurately and reported clearly. Data-driven recommendations won't help your organization if decision-makers don't trust the analytics, and no tool tracks everything out-of-the-box, so we recommend fixes and enhancements to ensure robust numbers.


Google Analytics Training

We train organizations in all aspects of interpreting, customizing, and implementing Google Analytics and Google Tag Manager via tailored, on-site or remote classes. As a long-time Google Analytics Certified Partner, we have the experience to teach novice and expert students in all functional roles every facet of the world's most popular web analytics software.


Conversion Optimization

We run split tests to improve the conversion power of key landing, product, registration, and shopping cart pages. Using Google Analytics' free Content Experiments or premium tools like Optimizely, Visual Website Optimizer, and Adobe Test&Target, we design, manage and interpret experiments to determine the combination of offers, copy, art and layout that maximizes results.


Peter Howley founded Empirical Path in 2002. He is a seasoned consultant and manager who has advised diverse organizations -- from household names to startups -- in mediafinanceretailnot-for-profit and government.

Howley developed Empirical Path’s data-driven approach while at Bain & Company and in the MBA Program at Harvard Business School. He has earned Adobe Analytics and Google Analytics certifications.

Howley led web analytics and market research at, then headed the advertising effectiveness product line at the largest online ad network.

Contact Peter Howley at (505) 738-6888 or via email.


Jim Snyder leads our Web Analytics Implementation Practice. A longtime web publishing and Google Analytics expert, Snyder audits, upgrades and customizes digital measurement for clients from Silicon Alley to Silicon Valley.

Snyder built his deep experience in web analytics, content, and marketing at, Yale University and Georgia Tech; he also holds an MBA from the Georgia Tech College of Management.

Snyder began his web publishing career as part of the launch team for His technical skills include tag management, mobile analytics, rich media tracking and integrations with CRM and other systems.

Contact Jim Snyder at (404) 445-7272 or via email.