Thanks to technology, you've got a big file of web analytics data available for your review and analysis. But what to do with all those numbers? How do you change them into English? How do you help them tell you a story about an advertising campaign?

Search engine advertising tools like Google AdWords have helped many a business see a leap in numbers, but few have found the magic formula for measuring web anaytics success.

It's easy to get overwhelmed when looking at a mountain of data. Rather than trying to tackle the whole thing, start with KISS: "keep it simple, [pick your favorite s-word]." Choose one metric you've defined and work with that first. Continue adding metrics and validating data, and the data pile gets smaller and more manageable.

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