Google Analytics is a powerful tool but the sheer volume of data available through it can make finding actionable insights tough. In this session Helen will show you how to tap into the power of Google Analytics to fuel your international marketing campaigns. Using segments, filtering and behavioural analysis Helen will show you the steps to take to better understand how your website content performs in different locations and how to spot if your website is not set up correctly for international targeting. In this presentation, Helen shares how to identify the sources of traffic that are being mis-categorised by Google Analytics as direct and referral, including well-known international search engines and how to ensure these are properly tracked in your account. She also discusses how to utilise Google Analytics to develop country specific personas and drive your international content development.