In this chapter, we have looked at how e-commerce tracking enables a whole host of new features within the Google Analytics panels. We've also seen ways to use secondary dimensions and advanced filters to provide us with more comprehensive reports.

With the implementation of custom event tracking, we've also seen how we can capture the identity of anyone who clicks on the phone number of our website and then goes on to become a paying customer.

We've also looked at how Multi-Channel Funnels provide insights into ways in which different conversion paths interact with one another and how we can better analyze cross-channel marketing campaigns.

A/B testing is a large subject, and we have briefly touched upon the two most popular tools available.

In the next chapter, we will be looking at how we can block search engine access to some of our pages as well as at ways to implement a few tweaks to our .htaccess file in order to serve consistent URLs to users.