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Part 4 of our Google series
In this episode, Daniel McGowan (Head of Digital Marketing) and Rashan Senanayake (Head of Design) complete IDA’s Google series by focusing on data, tracking, analytics, and why measurement still matters in a rapidly changing digital landscape.
The discussion explores the role of Google Analytics within the wider Google ecosystem and why businesses still need to understand how people arrive on their website, what they do once they get there, and whether those actions support the business goal.
The episode also looks at the rise of agentic analytics and AI agents online. Daniel and Rashan discuss how analytics may need to evolve as more AI agents interact with websites, search engines, ecommerce platforms, and online systems. They also explore the difference between product-based and service-based businesses, where AI agent activity may be helpful for purchasing and automation in some contexts, but less useful when businesses need genuine human leads.
The conversation highlights the importance of using tools such as Google Analytics and Microsoft Clarity together. Google Analytics can help businesses understand traffic sources, audiences, funnels, conversions, and campaign performance, while Microsoft Clarity can show how people actually use a website through recordings, heatmaps, and behaviour insights.
The episode reinforces that businesses should not track data for the sake of it. Instead, they should track what matters to their goals, whether that is purchases, consultation bookings, phone calls, directions, service page visits, newsletter engagement, or lead generation.
This episode is designed for small business owners, founders, and professionals who want to understand how analytics, tracking, and website behaviour can help improve marketing, design, SEO, GEO, and business decision making.
