In today's metrics driven digital marketing world, you're only as effective as your analytics. We've found that Sitecore's Engagement Analytics are great, but somewhat limited. Our fix? Integrate with Google Analytics.
If you're among the early adopters of Sitecore's Digital Marketing System (DMS), you are probably still getting your head around all of the cool marketing tactics it enables (by the way, we wrote a whitepaper a couple of months ago that will help you make sense of the options and find the right fit for you).
One of the earliest bits of feedback we heard from clients and our own users of the system was that for all the power of the platform as a marketing engine, the reporting functionality was somewhat frustrating. Pre-built reports in the Engagement Analytics module are certainly helpful but limited in scope. Heavy-duty analysis is also possible using additional business intelligence tools but it's the sort of analysis that requires a good head for, well, analysis. Data modelling. That sort of thing.
There's a better way to get at that data. Download our whitepaper to find out how.
For users who want more flexibility than the pre-built reports but don't have the head for the heavyweight data modelling, this can be frustrating. You know the data's sitting inside the DMS but unless you can write SQL queries you can't really get at it easily in Sitecore.
Enter Google Universal Analytics.
Among the many improvements in the latest iteration of Google's powerful analytics tool, Universal Analytics allows you to plug in external data sources and create custom metrics and dimensions. External data sources like Sitecore and custom metrics and dimensions like DMS personas and engagement values, for example.
Sitecore and Google Analytics: Get the best of both worlds
By integrating Sitecore and Google Universal Analytics, users can take advantage of the intuitive and user-friendly reporting tools in Google to sift through the vast quantities of marketing data sitting in Sitecore. This makes it easier to evaluate the success of your campaigns and, ultimately, allows you to invest more heavily in the campaigns and tactics that drive the most value for your organization.