Unlock the power of Google Analytics to improve your results from online marketing

Learn how to customise GA and use it proactively to increase visits, leads and sales

Most businesses now rely on Google Analytics to review the effectiveness of their online marketing. We love GA! It's a fantastic tool, particularly for a free service, and has many, many options to configure it.

Yet, when we talk with marketers using Google Analytics, we often see that there is a HUGE missed opportunity in how it is used.

First, although many marketers have a good, basic understanding of how Google Analytics, when we ask them we often find it's NOT set up to be customised for their business to show the true value that online marketing activities are contributing.

Second, although it may be used to review trends in visits, leads and sales, it's power is often NOT used in an analytical way to review media investments and make changes to customer journeys, design and messaging to increase leads and sales, ironic really, considering the name.



Our benchmark helps you get the most from Google Analytics

Why Smart Insights?

Because global brands like 3M, GlaxoSmithKline, HSBC, HP, Microsoft and Vodafone—AND thousands of digital marketers and business owners—trust
Smart Insights to optimise their Google Analytics. Many have grown their business—by over 50%—using the strategies revealed on this page.


Free resources including Search, Social and Email marketing templates that you can start using today

Start improving your Google Analytics now with our FREE Google Analytics Fast Start - 10 mistakes to avoid

  • 10 mistakes to avoid covers everything from setup to analysis to remarketing
  • It's designed as a checklist to help you see the weaknesses and opportunities of smarter use of Google Analytics
  • Over 20 pages of insight from experience Google Analytics consultant and trainer, Matt Trimmer

PLUS: as a FREE Basic Member, you'll also get these bonus resources;

  • 18 other actionable templates and guides, written by experts in digital marketing.
  • Benchmark your current capability in Google Analytics-and 9 other essential areas of digital marketing-using our unique interactive Capability Assessment tool.
  • Improve your skills by doing the first lesson in each of our 10 e-learning courses for free.
  • Get personalised answers to your most urgent questions fast - by joining our online community of over 130,000 marketers
Get your FREE Basic Membership NOW
including instant access to the Google Analytics Fast Start - 10 mistakes to avoid (and all bonus resources)

Expert Membership—for those who are
serious about FAST growth

Improve results from your online marketing with a structured approach using our Google Analytics Toolkit

Want amazing results as quickly as possible? Start here with Expert membership

At Smart Insights, we believe in the power of using data-driven marketing to continuously review and improve online marketing.

Although Google Analytics is easy to use and has many reports, Google’s Help doesn’t tell you how to use it to improve your online marketing. You have to know the right questions to ask and where to find the answers.

That’s where our Google Analytics Toolkit can help you. The templates and guides are written by experienced Google Analytics consultants who use Google Analytics every day, so they know all the tricks and pitfalls. It’s like having a great-value consultant at your side.

In the toolkit you’ll learn how to audit and set up Google Analytics professionally; how to use it to review the success of your online marketing and where you can improve your website by identifying ‘Quick Wins’ or more major redesign requirements.

Armed with our Google Analytics Toolkit, the world’s top marketers use our unique approach to develop winning Google Analytics strategies.

Google Analytics Toolkit

Includes templates, ready-to-use strategy documents, step-by-step guides and resources that will help you create optimized strategies that deliver HUGE results.

  • Google Analytics Customisation
  • Google Analytics Setup Audit

    About this Guide

    Many, many companies have Google Analytics tags setup on their sites, but in our experience, Google Analytics is often not set up correctly. To get the most from Google Analytics, it must be tailored to the organisation to reflect what the company wants to get from it. Customisation is needed to set up goals, funnels, events, custom variables and reports to help the business regularly review and improve its online marketing.

    Guide Structure

    This popular template, indispensable if you’re serious about the accuracy of your Analytics and applying analytics to improve results for your business:

    Reviews 25+ key areas of Google Analytics setup in 10 sections – check what you’re missing and what you need to change including:

    • Type of tagging – Classic Google Analytics and the newer Universal Analytics
    • Setting up views to exclude company staff
    • Goals and funnels
    • Marketing events
    • Marketing campaign tracking (including email marketing and social media marketing)
    • Custom segments
    • E-commerce setup
    • Multichannel
    • Attribution
  • Google Tag Manager Guide

    Why use this guide?

    This guide acts as a briefing for the opportunities from managing tags covering what they are, what they do, why they need to manage them.

    The guide helps you explore the benefits of using Google Tag Manager and offers step-by-step installation instructions with use cases.

    What’s inside?

    The guide is structured in three parts, each with several short sections you can readily scan.

    • Part 1 – sections One to Seven. An introduction to Tag Management Systems for managers explaining the what, why and how of Tag Management to help you make the business case and become aware of key implementation issues.
    • Part 2 – sections Eight to Twelve. An introduction to Google Tag Manager showing examples of how to set it up and key terminology
    • Part 3 – sections Fourteen to Twenty Three. Covering common Marketing ‘Use-cases’ for GTM when you are creating and managing sites.
  • Google Analytics campaign tracking code creator

    About this template

    Use this template and you will be able to:

    • Quickly generate Google Analytics tracking codes for each channel like email, social and display advertising
    • Choose from standard codes for each channel to save you having to type them each time and help keep them consistent
    • Standardise your campaign source codes for each campaigns to enable better comparison in Google Analytics
    • Track the impact of your whitepapers, brochure downloads or other PDFs by including links on the URLs in the PDF linking to your site

    Here’s an example tracking URL for a newsletter. The tracking code follows the landing page address after the ‘?’ so is sometimes called the ‘query string’. Google Analytics automatically parses each parameter which starts with &utm so you can see the results in Acquisition, Campaigns report in Google Analytics.


    Guide details

    • Author: Pat Kelly, Senior Marketing Manager, Smart Insights
    • Format: Simple Google Sheets document. Can be saved as Microsoft Excel Spreadsheet if required. Separate worksheets for Read Me with instructions, autogenerated URLs and standard codes they are created from
    • Related resources: 7 Steps guide to improving marketing with Google Analytics – explains the principles of using Google Analytics campaign tracking.
  • Improving results using Google
  • Using Google Analytics To Improve Online Marketing

    About this Guide

    Our guide is designed to help companies, consultants and agencies review how they setup Google Analytics, also focusing on how you use Google Analytics to get better business results – the missing link in most books and the Google documentation.

    Guide Structure

    • Step 1: Setup and customisation
    • Step 2: Marketing Campaign tracking
    • Step 3: Working with reports to find opportunities and problems
    • Step 4: Understanding your visitors
    • Step 5: Improving reach
    • Step 6: Improving journeys and site engagement
    • Step 7: Improving conversion to lead and sale
  • Media attribution analysis and modelling guide

    About this guide

    This guide explains attribution and the business need for it and reviews different alternative channel attribution models. It also Shows where to find the reports in Google Analytics and how to interpret them Gives practical steps for applying attribution.

    Guide structure 

    • Step 1: Understanding Attribution
    • Step 2: Why is Attribution Modelling important
    • Step 3: Which models to use and how to visualise data
    • Step 4: Mistakes to avoid
    • Step 5: The limitations of media attribution
    • Step 6: A process for using it in practice
    • Step 7: Resources
  • RACE Digital Marketing Dashboard

    About this guide

    The purpose of the Smart Insights dashboard is to help managers to complete a regular weekly or monthly review of the current effectiveness of their digital marketing using Google Analytics with Google Docs Spreadsheets. We use this combination ourselves in our monthly reporting! The dashboard makes it easy to compare digital marketing performance through time with a focus on the key digital marketing measures across the customer lifecycle or marketing funnel defined across the Smart Insights RACE planning framework.

    Guide Structure

    • RACE KPI Dashboard for reviewing Key Metrics at a Glance
    • Channel Breakdown to review more in-depth statistics for each channel
    • Set up and configuration Instructions.

The Google Analytics toolkit is included with Smart Insights Expert Membership-the secret
weapon behind the world's most savvy marketers.

So why wait? Try it today and take your results to the next level.

Learn more about Expert membership and
download the Google Analytics Toolkit

Instant access. Try it RISK-FREE

As an Expert member, you also get access to
these related Toolkits (and others too)

Marketers just like you have grown their business by over 50% using these exclusive resources: