Google Analytics

Start by turning data capture into a one-hour checklist. Create a property, add the tag (or use Tag Manager), and confirm activity in Realtime. Mark the actions that matter—purchase, signup, trial start, lead form, download—as conversions. Map the path to those actions as a funnel: ad click > landing page > product page > cart > payment. Enable enhanced measurement, add events for key clicks and video plays, and connect ecommerce. If you manage several sites, add separate streams and a roll-up view. Filter internal traffic, assign user roles, and set alerts for sharp moves in conversions, 404s, or page speed.

Make a 15-minute daily routine. Compare yesterday with last week. Check top traffic sources and landing pages, then segment by device and region. Focus on engagement—session quality, scroll depth, and time on page—over bounce rate. Scan event counts to spot broken CTAs or slow steps. Use heatmaps to confirm where attention clusters and whether primary buttons get clicks. Open the funnel exploration to find the biggest leak and drill into the pages causing it.

For campaigns, standardize UTMs before launch and store them in a shared generator. Build audiences for remarketing and exclusions. After launch, use advertising and acquisition reports to compare cost, CTR, conversion rate, and revenue by channel and creative. Review assisted conversions to catch under-credited touchpoints. Test landing pages—run an A/B experiment with your testing tool and read results in Analytics using conversion and revenue metrics. Schedule PDF reports for stakeholders, and enable push notifications so big wins or anomalies reach your phone.

Go past the first conversion with retention workflows. Use cohort exploration to group users by arrival week, campaign, or device, then track repeat purchases, activation, and churn. Monitor lifetime value and subscription revenue with revenue and retention tracking. Segment power users to learn what they do differently, and save these segments for ongoing monitoring. For content teams, find topics with the longest engaged sessions and most signups. For product and engineering, track adoption of new features as events and watch how they change the funnel. Save the most useful views and schedule them so insights arrive automatically.