WHAT WE DIDN’T TELL YOU ABOUT GOOGLE ANALYTICS
We were flattered this week when more than 70 people packed the 7 th floor of the National Young Arts Foundation building this past Tuesday for a hands-on presentation of Google Analytics fundamentals. It was a radical delight to speak with so many business executives and entrepreneurs about the role analytics plays in informed business decisions. But we have to come clean, folks. We didn’t tell you everything about Google Analytics. In fact, we didn’t even tell you half. Analytics products are complex behemoths that provide you, quite frankly, with more data than you will ever need for any given objective. Ever . But besides the fact that we didn’t go through mobile app analytics or the finer points of segmenting referral data, there’s just one thing you need to know about Google Analytics that we didn’t talk about . You need to put as much effort into determining your objectives and identifying which metrics will act as KPI’s of those objectives as you do monitoring...