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Forget about web analytics and website optimization until you are able to influence your audience to respond to your ads and click through to your website. Too many optimize their site to the wrong audience.
By understanding the audience in the impact moment, you can get far more interested users to respond to your ads, and then optimize your site from a more accurate data analysis of facts and actual purchase behavior, as only the larger volume of visitors can give you.
Web Analytics is a powerful tool! Help your web analytics tool to work more efficiently and save a lot of money on ads that do not convert to visitors, leads and customers.
Listen to your customers, understand them and read their behavior when they see your ads.