Insights
Blog Articles. Case Studies

4 Steps to Improve Landing Page Conversion Rate

Landing pages are a great place to focus optimization efforts, but where do we start? A successful testing program depends on a data-driven approach. Here is an approach using examples from Google Analytics and Google Optimize to identify opportunities, understand your audience, analyze user behavior and design impactful landing page tests. 1) Identify Opportunities Start […]

Turns Data into Action with the Right Business Intelligence Platform

You have multiple analytics tools, ads data, databases, and more. But are those data sources really telling you the full story? Companies need to turn raw data into actionable, relevant, easily understood narratives that inspire better decision-making. Business Intelligence (BI) software-as-a-service products let analysts translate, interpret, illustrate, and share data across divisions and management levels, […]

How to know when it’s time to audit analytics

If you’re using analytics data to measure performance or make a business case, you must be sure you can depend on it. An audit is often the first step to ensuring accuracy and maximizing the benefits of your analytics tools.  Two situations commonly call for an audit: Your data will tell you, or your business […]

Link Google Analytics and Google Ad Manager for Content ROI

As a publisher, your business model depends on getting the right ads in front of the right eyeballs at the right time. Simple, right? But, how do you know if those objectives are lining up for optimal revenue? Most publishers can’t rely on their ad server alone, and blending in other data is tedious and […]

Keep Analytics in Mind When Redesigning Your App or Website

Website and application redesigns are major investments.  However, project teams often fail to give timely and sufficient consideration to the vital role analytics plays in a successful site or app overhaul. Analytics as an Afterthought As analytics consultants, we see it all the time. Too often, measurement strategy is squeezed in during the frantic, final […]

Case Study: Taco Mac A/B Tests Menus for 50% increase in Online Orders via Olo

Challenge Taco Mac has over 30 locations, supported by Olo online ordering, in the southeast specializing in wings and craft beers Google Analytics showed that the Olo ordering process needed to be optimized for the mobile web experience Approach Analytics experts Empirical Path and branding and web design agency 3 Owl came together to rethink […]

Free vs Paid Analytics Tools. When to Upgrade

Marketers, Product Managers, and Analysts have a wide selection of powerful measurement platforms at their disposal.  Like Google Analytics 360, most tools offer both paid and free editions. Truth is, you can do pretty well for a while using the free versions of many analytics tools before it’s time to upgrade.  Robust, free versions of […]

Case Study: Business Publisher Upgrades to Google Analytics 360

Challenge 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 […]

Case Study: Techsmith Gets ROI Insights from Google Analytics 360 and DataStudio

Challenge Techsmith provides widely popular screensharing and communications tools like Camtasia, Snagit, Screencast, and Morae for digital creatives. They reached out to Empirical Path for help with specific marketing measurement challenges. TechSmith needed product-specific dashboards to understand awareness, consideration, and sales stages their star products. TechSmith wanted a deeper understanding of the relationship between product […]

Understand Content Performance with Data Import in Google Analytics 360

Publishers, Content Marketers, and Audience Development Managers can easily fall into a trap of evaluating content using only the most readily available metrics presented in default analytics reports.  Too often this means analysis is limited to the number of people who have visited particular web pages. Google Analytics 360 (GA 360) reveals deeper insights and […]

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