The trouble with web analytics is the possibility of it telling you lots about your website but nothing about your business. A browser is not the same thing as a customer, and yet we forget this in the data that we use to optimize our marketing efforts. Using Google Analytics, part of the solution to this problem is User ID, which allows us to track users as they move between multiple browsers, as long as they log in along the way. However, a lot of the most important interactions in a customer’s journey might not take place in a browser at all - instead they’ll take place in a shop, or over the phone, at an event, or in the customer’s inbox. In these cases, it might be that you can draw together these interactions with your existing Google Analytics data using Measurement Protocol.