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 […]

Experience Is Everything: How Financial Marketers Leverage Analytics to Make Better Digital Experiences

Even before the world was gripped by the COVID-19 pandemic, most industries were seeing customer interactions shift from in-person and telephone to digital. The pandemic has accelerated this trend, and financial institutions are no exception. When it comes to attracting, retaining, and serving clients, the creation of efficient, effective digital experiences is more important than […]

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 […]

Tracking Healthcare Customer Journeys

Whether you are marketing to a payer, a practitioner, or a patient, mapping and monitoring their progress through the online customer journey helps you discover gaps, opportunities, and pain points hiding in your online experience.  Web and app analytics data alone never paint the entire picture of your total customer experience.  Using those tools to […]

Search and You Will Find

We stumble across this frequently as we’re auditing our clients’ sites — the lone, unclicked Site Search toggle. In Google Analytics, it’s one of the simplest but most oft-forgotten features to enable. Upon configuring, you’ll be able to view the queries performed on your site and the percentage of Sessions where site search has been […]

Mitigate Sampled Data in Google Analytics, Make Smarter Decisions

Sampling occurs with Google Analytics reports that include a lengthy time frame or a large number of sessions (500k sessions at the property level for GA Free), when GA performs the calculation on a subset of data in order to deliver the report to you quickly.  If your data is fairly consistent, or if the […]

Publishers, Gauge How Users Interact with Your Content

All analytics platforms track how many visitors reach each page on your website. But content interaction is about so much more than page views. It’s about what users do once they get to a page. Content interaction should inform important decisions publishers make about how to invest in content and improve the user experience. More […]

Using Roll-Up Reports to Get a Complete View of Your Business

A publisher of titles with desktop and mobile app versions. A global enterprise with regional websites in different languages. A retail conglomerate with fashion and footwear brands. Marketing teams running multiple microsites.  In complex organizations, business analysts often want to see performance at the highest level across multiple sites, products, and apps. You don’t want […]

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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.