In the good ol' days, you might have heard me say innocent words like "Let's track the shit out of our customer journey!" It actually was meant as a commitment to excellence in understanding what our users like to do and what not. These days even thinking about analytics might leave a bad taste in our mouths.

If I could solve just one problem for all founders and marketers, it would be this: Knowing exactly how much revenue you make from your leads compared to the cost per acquisition. I don't even care whether it is for B2B or B2C because if we knew that, we would see where we are making profits and losses.

Setting up analytics tools and keeping track of all critical user journey steps (conversions) can be confusing and often done only half-hearted. The problem with this is that you see less clearly where you are wasting time (low-quality content) and money (unprofitable ads).

How well does my online store convert? Are my campaigns profitable? What's my cost per acquisition and customer lifetime value? These questions should be burning in your head.

If I had to choose the ONE tracking tool, which I could have in every analytics setup, it would be Google Tag Manager (GTM). It's the Swiss Army knife of tracking and can do so much without having to code.

Taking the time to look at your Google Analytics data can be daunting, especially when you are already busy. It can appear complicated, technical, and confusing. I want to show you that learning to demystify your user behavior data can be much more like an exciting treasure hunt.

"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
- John Wanamaker (1838-1922)
Let's discuss solutions to this 100-year-old problem for your business in this journey with the help of analytics tools from Google and Facebook.