Insights
Blog Articles. Case Studies

Google Analytics 4 Frequently Asked Questions

Google recently announced the rollout of Google Analytics 4, the future version of its analytics platform. Our analytics team has compiled a few key initial questions (and answers!) about GA4, with more to come. Do I need to start over on the analytics implementation we just did recently? I heard this version of GA4 previously referenced […]

For Finance Marketers, Google Analytics 4 Presents Big Opportunities

Google Analytics recently announced the rollout of Google Analytics 4, the future version of its analytics platform. The new GA4 integrates innovative features to the core of the reporting suite that marketers in the finance sector will find particularly compelling. In particular, new capabilities — such as more extensive cross-device tracking, machine learning, and a […]

Looking ahead to the new Google Analytics: first steps

By now you’ve probably heard about a new version of Google Analytics, called GA4. It has been more than seven years since Google introduced its last platform overhaul with Universal Analytics. The new GA4 transforms how we look at analytics by marrying user data from mobile apps and traditional desktop websites. Here are some of […]

How to Distinguish Prospects from Returning Members on your Marketing Site

Differentiating prospects from members in marketing analytics reports is not only achievable, it is not hugely difficult, and is a game-changer for marketers, especially for SaaS companies.  If your marketing site is visited by existing members looking for a login link, you have probably at least scratched your head about how this extra noise affects […]

Integrate Web Analytics and CRM for Deeper, More Actionable Customer Insights

Marketers often struggle to visualize online and offline customer interactions together for a more complete view of the customer journey. But they owe it to their stakeholders to track the full funnel. More importantly, they must act on those insights to drive value. As Deloitte describes in their report, Digital CRM 2.0, “The dependence on […]

Best Practices for Using UTMs to Create Business Value

Part one in a series of articles about how to successfully create and leverage UTM parameters in your landing page URLs and build a scalable naming structure for actionable cross-channel and MTA reporting. Most, or all, of you have heard of the importance of adding Google Analytics UTM tracking parameters to your campaign URLs, but […]

Case Study: Head Start uses website data to drive marketing communication strategy

Challenge   The Office of Head Start charged its contractor Trans-management Corporation with improving the measurement and impact of website content and applications As schools began to close due to COVID-19, parents and educators clamored for information and advice on the OHS website to support new learning environments Leadership asked the Insights team to better understand […]

7 Types of Attribution Models

We’re in a challenging moment for almost every organization, and understanding the impact of every dollar spent has never been more important. Attribution modeling allows marketers to analyze how much credit each marketing channel and customer touchpoint should receive for a given conversion. Over time, this approach enables marketers to optimize their programs toward the […]

Common Attribution Mistakes

In an increasingly multichannel world, it’s essential for marketers to employ attribution modeling to understand how their various marketing channels and customer touchpoints contribute to conversions. However, just 58% of marketers surveyed say they have a working attribution model. Despite all the value attribution modeling can add to your business, it clearly comes with significant […]

The Benefits of Marketing Attribution

It’s never been more important to understand which marketing channels and tactics are driving leads and sales for your business, to be sure every dollar of your marketing spend counts. The value of attribution isn’t really in question: most marketers know that understanding which marketing channels and tactics drive website conversions is fundamental. However, it’s […]

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.