Google Analytics can be a game-changer when it comes to understanding your audience. Once you've dialed in the right data, how do you use it to see improved results? Whether you are a digital marketer or development director, we've got the best practices and tips that you need! Join Colleen Campbell, Firefly’s Senior Digital Strategist, as she reveals strategies and tactics to becoming a data-driven organization. You'll gain an understanding of Google Analytics terminology, explore configuration options, and learn best practices for common use cases. Plus, we’ll give you an overview of how to use Google Optimize to test various elements of your website so you can make improvements and decisions based on real results.