Case Study: Business Publisher Upgrades to Google Analytics 360

Business Insider (BI) Intelligence website -


Media powerhouse Business Insider (BI) reached out to Empirical Path with the following analytics and marketing measurement needs:

  • The company had relied on Google Analytics (GA) standard edition and DoubleClick For Publishers (DFP) to promote and measure free and subscription-based sites.
  • Business Insider Intelligence needed to track content along many dimensions, see user paths, avoid sampling, access data faster, and ease analytics updates.
  • The analytics team was hindered by multiple, incomplete, and overlapping analytics tools.


Empirical Path Consultants worked closely with Business Insider Marketers and Analytics Managers to execute custom tracking solutions:

  • Based on interviews with Management, we recommended Google Analytics 360 as the best premium analytics tool for given requirements and budget.
  • Audited legacy GA for reporting gaps, including miscounted visits due to UTM and cross-domain errors, broken tracking of user actions and goals, and multiple web properties preventing roll-up reporting.
  • Implemented Google Tag Manager and used it to fix legacy issues and upgrade multiple sites and apps to Universal Analytics with Display Ad Features.
  • Tracked custom user engagements such as social shares and follows, page scrolls, menu interactions, slideshow frame advances, time-on-site, and form field interactions, among others.
  • Reported content engagement and conversions by vertical, category, author, publication date, and native advertiser.
  • Integrated BigQuery to enable SQL queries of unsampled GA 360 data and DFP to target Audiences defined by actions and segments in GA360


  • Business Insider was able to roll out new overseas websites with minimal tracking effort and quickly see worldwide reach in one roll-up report.
  • Business Insider Intelligence boosted subscription rates by emphasizing best teaser copy identified via Data-driven Attribution and A/B testing forms based on GA 360’s form field reporting.
  • The publishing company increased revenue and cut vendor costs by utilizing GTM to add affiliate IDs to outbound links.
Did this interest you? Reach out to learn
how we can help you.

Contact Us

When you reach out to Empirical Path, you get in touch directly with our fully qualified and experienced consultants.   Whether you need an analytics audit, training, support, or a custom quote on Google Analytics 360 licensing, let’s talk today.