To realize the full value of your web analytics and tracking, it is essential they are accurate and report the same way that your business does. When your web analytics becomes your accounting system for the web and can be counted on as a reliable, accurate source of business reporting, then the true impact of the marketing organization can shine through.
Implemented correctly, web tracking and analytics not only allows for customer journey tracking and other important marketing reporting needs, it also helps the marketing organization directly measure and report on the business impact that it is having.