Obviously, this article can only scratch the surface of what is possible with Google Analytics, but these four approaches can give you great insights into the nature and trends of your online audience’s behaviour. Combine those insights with analysis from other marketing metrics and models and you can build a very detailed picture. Then, when you try out initiatives on your site, social media or via email campaigns, you will be able to fully understand how well they impact upon your aims and objectives and will inform what course of action to take next.