I track my website's traffic using Google Analytics. I have tracking parameters on marketing campaign links, conversion tracking for important page views and purchases, even logging the amount of a purchase. I've had this in place for over 5 years and I have yet to use Google Analytics to reach any conclusions about anything. Every time I try to discover something, be it an overall trend or finding very specific information, I get endlessly confused and frustrated by the GA interface and tools. Examples of things I'm unable to do:
- Determine the ROI of an Adwords campaign
- Track what visitors that clicked from a marketing campaign actually did on the site
- Track where purchasers came from
Is there a simpler tool, one that uses the Google Analytics API to take the data and make it more easily understood? I'm sure all of the data I need is being captured and structured correctly, it's the analysis of the data that I'm missing.
Tools I've already tried are Kiss Metrics and Raven. Raven uses the GA API but just presents the most basic reports that are already in the GA interface. Kiss Metrics doesn't use GA data and only does a few things and none of them are what I need.