Set-up the right goals
So the key to that within Google or any other type of analytics is setting up your goals correctly and using event tracking, perhaps using the Google tag manager.
So you can identify those more valuable audiences and actually put a number on it because once you’ve set up that sort of customization, you can, will Google helps you work back through the customer journey by both on the site and beyond.
You can see which content is most effective in driving leads and sales and you can see which media is most effective in driving leads and sales as well. Until you’ve got those goals set up and your customised analytics, you’re already flying blind.
That’s why it’s so important to to start at that point in terms of a practical tool you can use Google only have set this up in the last year or two actually, but they’ve got a demo account for various Google merchandise. So it’s of a real site set up and configured as you should. So if you look at the Google demo account, you can then compare it to the approach you’ve got, and perhaps see where you’re missing out, which techniques you should be using.