Adding the Google Analytics snippet and think you're capturing the right metrics are you?
If you can't afford a heavy duty analytics tool and you must stick with Google Analytics I always advise on paying for Little Data. It's a tool that sucks in all the spend information from Google and Facebook then ties it to your channel information. Once this is in you can build out some complex reporting.
This isn't an ad. I say this to indicate how wrong you can be by just adding an analytics product to your stack and using it as gospel.
You should work back from your strategy to utilise analytics tooling. Strategy > Reporting > Tooling.
What gets measured, gets managed - Some management consultant, somewhere.
If you work back from your strategy you will always move in that direction.
So remember, if you get better every day by 1%, you'll be twice as good in 70 days.
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