Tracking Customers Beyond Google AnalyticsA marketing shop gleans powerful insights on visitors to clients' sites, filling in the details where Google Analytics leaves off.

At Novatex Solutions, a 10-person digital marketing firm based in Sugar Land, Texas, marketing manager Jason Ephraim was dealing with a common shortcoming ofGoogle Analytics。而善于跟踪广泛趋势/ time for awebsite, the service doesn't quickly reveal the kind of individual visitor information that can make or break a site's ability to generate leads. And the amount of time Ephraim spent unpacking that data was eating into the company's margins.

"It's not that [Google Analytics] was lacking, it's that there was no way to form a complete picture, especially of an individual user," he says. He wanted real-time, at-a-glance data on those visitors that would quickly alert him to any site issues, and more important, allow him to tweak his marketing efforts to generate solid leads from the relatively small number of visitors to his clients' websites.