I begin by explaining Google Analytics channel groupings (direct vs paid vs social etc.) and the importance of connecting Analytics to your revenue data with Analytics ecommerce features. Next I show you how to compare your e-commerce conversion rates and per-session values across your various marketing channels. From there, I introduce UTM tagging, a fundamental building block in all online marketing, and I demonstrate how to test UTM-tagged urls using realtime reporting. Lastly, I explain why it's wiser to keep your Analytics integration outside of inline HTML script tags and, instead, purely inside your JS build environment (e.g. webpack etc.)
