Google Analytics
Measurement solutions such as Google Analytics 360 or Adobe Analytics are only as good as their setup.
Over time, tool configurations can become obsolete: technology changes, people on the Analytics team move on, and the website or app user experience evolves.
Lack of continuity leads to collection of dirty or incomplete data. For example, it can be difficult to remember why certain metrics and dimensions were coded in variety of ways in Google Tag Manager 360, Dynamic Tag Manager or Tealium because of legacy issues with people, technology, or process.
Bad data erodes trust in insight. That lack of trust leads to lack of faith in the underlying website or app analytics tools, and the web and app reports they generate.
When web and app analytics tools, such as Google Analytics 360 or Google Analytics 4, are properly implemented, brands benefit from:
- Properly implemented analytics tools that lead to “trust in data”
- Confidence in the numbers on which reports and insights are built
- Clear data and insightful reporting that lead to better and faster business decisions

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