However, my first exposure to web analytics back in 2004 made me realise that perhaps there could be a better way to show value.
The ubiquity of Google Analytics made me realise that it would be worthwhile to invest some time into better understanding how it could help show the value of PR.
Having passed the Google Analytics Individual Qualification, a lot my work now is spent helping clients properly set up GA and get the most from it.
I also run workshops and webinars on Google Analytics for PR professionals for the CIPR.