Home Blog Service Analytics

Learn with Google: 5-Step Guide to Make Better Marketing Measurements

Author Image
Denis is the founder of Viden/@Viden, a data-driven strategic digital consultancy, and one of the industry experts with over 10 years of experience in digital marketing, digital strategy, and science data.
Learn with Google: 5-Step Guide to Make Better Marketing Measurements

In 2021, when the digital marketing industry is evolving according to customer expectations, privacy becomes a crucial factor for digital marketers. In fact, according to a data security survey conducted by RSA, as many as 78% of respondents said that they valued their data privacy the most. It means that new practices are required for marketing measurements to respect consumers’ privacy and improve their journey. Teaming up with Google, we’ve prepared a Guide with 5 Recommendations that can help your business make marketing measurements in a better and smarter way to ensure a seamless customer experience.

1. Understand what consumer behavior is telling you

One of the crucial steps in strategic marketing is to analyze consumer first-party data and customer behavior patterns. If you study consumer behavior, you will be able to identify the patterns in which they tend to operate, such as which consumers are reaching out for a particular product or service, at what times of the year or season, and how frequently. This helps understand how to better engage with different sets of customers and align your marketing plan accordingly.
Tip to apply: Think of metrics you didn’t measure yet in your analytics that might influence your marketing strategy.

Read Now: How To Create a Seamless Customer Experience

2. Collect and connect consumer data with a cross-platform solution

Analytics can be challenging when all your consumers’ data is split on different platforms. What would be beneficial here is to bring all data together and analyze it thereon systematically. In that case, a single solution for cross-platform analytics that allows evaluating your performance on all different platforms worth investing in. With such a tool or solution, it becomes much easier for you to analyze customer data.
Tip to apply: If you have all our analytics in different places, it’s the right time to think of a cross-platform solution. It helps unify all the insights from several platforms and provide a complete view of customer behavior.

3. Disclose to your customers how their data is used

It is essential to be honest with your customers at all points and in all aspects, particularly regarding something as sensitive as data privacy and data use. While it might appear to be counterproductive, consumers are more likely to give their consent and share their data once they know exactly what it will be used for. To this end, it is a good practice to ensure that you keep your privacy policy completely updated and that it’s easy to read and understand for your customers.
Tip to apply: Make sure to avoid complicated industry terms and regularly update your privacy policies with the regulations that support users’ rights.

4. Use conversion modeling to make up for gaps in measurement

Conversion modeling is crucial for the success of your marketing plan, particularly in this stage when privacy rules are becoming more stringent and can bring either small or significant gaps in measuring consumer journeys. Conversion modeling can help you fill the gaps in a customer’s journey by picking up where a person left off on different devices connecting all data together for you to understand the whole picture.
Tip to apply: Site-wide tags can help you to develop a strong foundation for measuring different customer journeys.

5. Use safe cloud technology to create more personalized experiences

It is essential to keep your consumers’ data safe and their privacy secure. In this case, digitally mature marketers tend to use cloud-based tech solutions. Cloud technology is not only secure, but it also offers a large amount of space for all the data you need to store. It becomes much easier to update cloud storage as opposed to less developed options of digital storage. It allows you to access all data in one location while automated customer analysis helps you make better-informed decisions to engage with your customer more effectively.
Tip to apply: You can work with external partners to measure your digital campaigns and track the customer journey. This way it might be easier for you to add third-party tags to your site and move them from the site to the cloud.
Bonus Tip: The last tip we suggest applying is rather a long-term recommendation that will help your business have better control during unpredictable times – always stay agile.

Read Now: Agile Marketing: A Strategy That Helps You Win in 2021

A crucial quality that digital marketers have to possess is adapting and transforming according to the changing market trends. With the right mindset and preparation, brands have to stay open and adapt new measurement strategies to reveal consumer behavior patterns allowing customers to have a pleasant and smooth experience with the brand.

Get in touch

Got a question? We'd love to hear from you. Send us a message and we'll respond as soon as possible.



    By clicking submit, you agree to our Privacy Policy

    Latest Insights

    Get the tips from our experts to optimize and scale your campaigns

    26 June 2025

    What Is Server-Side Tracking and Why Has It Become Essential for Businesses?

    With browsers tightening privacy rules, ad-blockers on the rise, and cookies becoming less reliable, traditional client-side tracking is rapidly losing its accuracy. In fact, up to 40% of conversions are now hidden from browser-based tools, which means that marketers are often optimizing campaigns based on partial or distorted data. Server-side tracking changes that equation. By […]

    Learn more

    5 June 2025

    Why Continuous Product Analytics Is the Only Real Insurance for Digital Growth

    Think back five years. TikTok was a fringe lip-sync app, third-party cookies seemed immortal, and most “Buy Now, Pay Later” buttons hadn’t appeared yet. If your product’s most critical user flow was last redesigned in that era, or even two years ago, its once-dependable conversion rate is probably living on borrowed time. As the saying […]

    Learn more

    13 May 2025

    Top 5 Google Analytics Tips in 2025

    Google Analytics 4 is full of advanced features, but unlocking its full potential takes more than just a basic setup. Whether you’re tracking conversions, spotting drop-offs, or sharing reports with stakeholders, the right GA4 techniques and tricks can make your data far more actionable. To help you get more clarity, efficiency, and impact from your […]

    Learn more

    13 March 2025

    10 Key Metrics to Measure When Running a D2C eCommerce Business

    For every D2C eCommerce business, regularly assessing performance is key to understanding how well it’s doing and where improvements are needed. But which D2C analytics metrics should you focus on to get a comprehensive view of your brand? Darya Kislova, our marketing analyst, has compiled a list of the 10 most important D2C metrics that […]

    Learn more

    29 January 2025

    How to Measure Incrementality in Advertising: VIDEN’s Detailed Guide

    Figuring out what drives growth can be tricky for marketers. But that’s where incrementality testing comes in. This methodology helps businesses measure the real impact of their marketing initiatives and separates the noise from what drives actual results. While measuring incrementality can be challenging, there is no need to worry. Darya Kislova, our marketing analyst, […]

    Learn more

    20 December 2024

    Prepare Your eCommerce Store for The Holiday Season

    The holiday season is the busiest and most profitable time for eCommerce businesses, with shoppers eager to find the perfect gifts whilst taking advantage of discounts. Every business should embrace this opportunity by preparing for the event, providing a great shopping experience, and standing out in a competitive market. Uncover plenty of helpful tips in […]

    Learn more

    10 October 2024

    Choosing the Right Marketing Support: Agency vs. In-House vs. Freelancer

    A strong marketing strategy is essential for business growth, and the team you select to execute it plays a crucial role on the road to success. Whether you are managing existing campaigns or looking to scale up, one question always arises: “Should I build an in-house team, work with an agency, or hire a freelancer?” […]

    Learn more

    3 October 2024

    Google Analytics 4 for NonProfit Advertising: A Comprehensive Guide

    Nonprofit organizations differ from businesses and have their unique mission and goals. However, like any organization, nonprofits need to market themselves effectively to reach their target audience and achieve their objectives. Effective advertising plays a big role (investments in digital advertising by nonprofits increased by 28% in 2023), but it’s equally important to measure and […]

    Learn more