If you asked me, I’d tell you that proper tracking is the single most important element in your local business digital marketing stack. I’d also tell you that even if you didn’t ask, apparently.
A decent tracking setup allows you to answer the most important questions about your marketing efforts. What’s working and what isn’t?
Many digital marketing strategies today still focus on traffic. Lots of agencies/developers/marketers will slap an Analytics tracking code on your site and call it a day. For most local businesses, though, traffic isn’t all that meaningful of a metric. And in many cases (e.g. Adwords & Facebook), more traffic just means more spending, without any real relationship to results.