Analytics and Performance Tracking

The following sources inform the “Analytics and performance tracking” section of Chapter 16. They cover Google Analytics 4 conversion paths and content performance measurement, plus recent industry analysis showing why video posts now out-engage static images on most social platforms.

1. Google Support — Analyze Conversion Paths with Multi-Channel Funnels
2. Ignite Digital — Demystifying GA4 Conversion Paths for Better Website Performance
3. Whisenhunt Media — Using Google Analytics for Content Performance
4. Digital Microenterprise — Understand Your Website Traffic Using Google Analytics 4
5. Ripl — Why Video Posts Work Better Than Static Posts in 2025
6. MGT Design — Why Social Video Is Outperforming Static Ads in 2025