A solution to draw together these online and offline interactions with your existing Google Analytics data is using Google's Measurement Protocol. Introduced with Universal Analytics, Measurement Protocol is an alternative way of sending data to Google Analytics that gives you far more control than traditional on-page code - allowing you to send custom hits associated with specific users, even if no web pages were involved. In this guide, online marketing agency Distilled explains what can and cannot be done with Measurement Protocol and how to deploy it in practice. Primarily this will be focused on the use case of lead tracking, but the lessons here apply to any application of Measurement Protocol. The guide also offers some tips and caveats from Distilled's experiences deploying Measurement Protocol solutions with its clients. Get the full story at Distilled Read also "Digital Analytics Fundamentals" at Google's Analytics Academy