Metrics are a key requirement of any marketing or advertising strategy; of course the web is no different. The web offers unparalleled metrics, which can be dissected to an unprecedented level. Making analytics an integral part of the development offers the potential to improve the added value of tracking metrics on a website.

Often I find myself (and see others) dropping in the Google Analytics code as a last piece of housekeeping before setting a project live. This is a fast and easy approach to get a lot of good data, but what if we took an extra hour or so and really integrated our analytics? The power is built into the tool to make tracking pages even more useful. Read the rest of this entry »