Everyone loves a good story. Luckily for marketers, Google Analytics tells a great one. The kind of story that can convert into real dollars for business.

Jordan Walker, Digital Director at Greteman Group, presented Measurement: A Marketer’s Best Tool to a sold-out room on the importance of using Google Analytics. She emphasized that the cost-free tool can help to justify marketing campaign budgets and help teams establish realistic sales goals.

According to Walker, digging deep into Google Analytics can tell marketers the whole story of a website’s performance. “Websites can no longer be a glorified brochure. They better deliver results.”

Walker spent most of the presentation explaining how to use Google Analytics’ tools. She encouraged attendees to use the service often and explore the data’s story. While the service may seem overwhelming initially, marketers simply need to set up their dashboard and utilize its many drop-down features.

“You can’t break it. You just have to tell it what to do,” said Walker.

Marketers can use these metrics to monitor the functionality of a website and better understand the user experience.

While the presentation included a multitude of informational tips, Eric Zoller of Digital Brand thought the presentation had one clear takeaway.

“For me, it was learning that I should spend at least one hour a week looking at my website’s analytics to determine whether users might be running in circles to get to my company’s portfolio page and ‘contact us’ form.”

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