Google Analytics is used to measure engagement and conversion impact of marketing campaigns which involve homepage banner ads, email and social ads. Examples of success metrics which are analyzed include: banner impressions, clicks on banners, sessions, product views, adds to cart, checkouts and cases sold. In summary, Google Analytics is used to correlate ad clicks to cases those clicks drove as well as the customer journey which led to that engagement and transaction. For advanced analysis of who is purchasing the products targeted in the marketing campaigns, I also analyze customers so I can track if they are existing or new and if buying same items which were purchased before the campaign or new items which were not purchased before the campaign. Outside marketing team, Google Analytics is also used by other teams such as Sales, IT And Communications to track metrics at division, rep, error, employee and segment level. So, use is at enterprise level.