Google Analytics Solutions

“Google Analytics 4’s machine learning capabilities allow us to transform our digital advertising strategy efficiently and effectively by leveraging its out–of-the-box solution.”

"Allotting the same digital budget as 2015, we made dramatic shifts in media spend using the new data derived from the integration,” Edward says. “In the first five months of 2016, we saw a 25% increase in digital conversions compared to the same time in 2015.” Going forward, he says Gerber Life has further plans to intelligently harness data to develop informed marketing strategies. “We’ve done an integration with AdWords, have implemented Google Tag Manager for pixel management, and we’re also working on using BigQuery to import our digital data into our marketing database."

"This behavior shows us that it pays off to invest more budget in search and to ramp up certain keywords. The opportunities are completely different from what they would be if we just focused on the last click before a conversion. When people start their search, they’re often on the go and using their smartphone. But the final acquisition is still often made with a desktop PC."