Whether you're a bootstrapping start-up or Fortune 500, the ability to accurately measure marketing results is imperative when it comes to deciding which efforts are actually driving sales and conversions.

Measurement is fundamental to ROI-focused marketing and tools such as Google Analytics provide Web solutions that can offer rich insights into website traffic and marketing effectiveness. The idea is to help marketers write better-targeted ads, strengthen marketing initiatives and create higher converting websites.

Measuring Conversions

For example, whenever someone purchases or converts on your website, conversion tracking tools automatically credit either the most recent link followed or ad clicked. The problem is that more often than not customers take a more circuitous route that leads them to this decision. It is more than likely multiples steps were made before the conversion took place.

Now Google Analytics has retooled its rep