Heap + Google Analytics The essential combination for marketing teams3 5 11 20 Table of Contents Introduction SECTION 1 What Google Analytics is good for, and what it isn’t Why not GA now? Upleveling your site experience The next step “Sessions” model vs. “User-centric” model SECTION 2 Advantages of Heap / Disadvantages of GA Advantage 1: Retroactive dataset and real-time reporting Advantage 2: User segmentation Advantage 3: Conversion flows Advantage 4: A/B T esting Advantage 5: Collaboration Advantage 6: Scale Conclusion 2 © 2022 Heap Inc. | heap.io HEAP + GA FOR MARKETINGIntroduction If you’re in marketing, you’ve likely used Google Analytics. Or at least thought about using it. Maybe your team decided it wanted to be more data-driven. Maybe you thought, “I wonder if I c

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