We’re living in an increasingly digital world—from working and studying to shopping and entertainment, the majority of our day-to-day activities have moved online.

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As COVID-19 continues to impact the way we live, work, and connect with one another, we’ve seen internet usage go up by as much as 50-70% over the last year. We’ve also seen an increase in active internet users, with a current estimate of 4.66 billion—a 321 million year-over-year increase compared to the end of 2019.

So, what does this mean?

As the digital world becomes the center of our professional and social lives, proper tracking and measurement of your digital properties and campaigns has never been more important.

While gathering analytics data is relatively easy, connecting that analytics data to your digital strategy and organizational goals has proved difficult for many teams. In a 2020 study by Gartner, unactionable results and lack of clear recommendations were found to be amongst the top reasons for not using analytics to make decisions. It’s time to take a step back and break down how marketing teams can use their website analytics to learn more about our buyers and how they interact with us. We can then use this data to make more strategic judgments about our content, campaigns, website structure, SEO strategy, and even our overall go-to-market approach.