As organizations continue to try and understand what marketing initiatives are most successful in driving their overall business goals it becomes increasingly necessary to try and understand the user journey. There are many tools that will try and connect the dots for organizations but before investing in these tools it is best to try and exhaust tools a business already owns or free versions of analytics tools.

Today, we will focus on how Google Analytics can be leveraged to track not only web activity but also push certain engagement within Marketo to get a better understanding of the user journey.