Web analytics can provide advertisers with deep insights that are critical for defining search strategies and allocating budgets efficiently. This chapter discusses the use of web analytics tools for measuring paid search activity. It covers:
- Analytics tools: With a broad range of free and paid-for analytics tools available, what are some of the most widely used platforms and how do they connect with other marketing solutions?
- Implementation: What are some of the key functions that web analytics tools can perform, and how can advertisers get the best use out of them?
- Reporting: With a plethora of Google Analytics data and tools available, how can advertisers group and present data effectively in order to provide actionable insights?