This episode exposes ridiculous reporting results & how to fix them with the marketing efficiency master Nicki Laycoax, the creator of Oogur! We uncover why installing Google Analytics on a site is just not enough, how to improve reporting through the elimination of dark traffic, the similarity between attribution and sports, and as always smash myths right in the face! Takeaways Build, track, report! Make sure to filter out internal traffic Attribution is like volleyball; credit the team & players when appropriate Dive deeper than the face value of reporting Use goals, annotations, & the URL builder for campaigns with Google Analytics When developing an app put that brain map on paper Dark traffic creates a real problem for reporting Oogur it! Links Oogur: https://goo.gl/zxuCUA Twitter: @oogurit Twitter: @NickiLaycoax LinkedIn: https://www.linkedin.com/in/nickilaycoax/ UTM Parameters & Pardot: http://go.cheshireimpact.com/utmparameters