Case Study: AccuWeather achieves unified cross-channel measurement and 10% more mobile visibility with Google Analytics Solutions

AccuWeather Unlocks Cross-Channel Impact Using Measurement Protocol in Google Analytics Premium

AccuWeather, the world’s largest weather media company serving more than a billion users, needed to prove the impact of its digital efforts across many products and touchpoints. The team faced difficulty tracking email alert opens, attributing traffic from QR codes and shortened URLs to app-store downloads, and capturing visits from devices that don’t support JavaScript — all while keeping analytics consolidated in Google Analytics Premium and preserving a fast user experience.

AccuWeather implemented the Google Analytics Measurement Protocol to send hits from emails, QR/short URLs and non-JavaScript devices into Google Analytics Premium. The approach delivered an 80% open rate for custom forecast emails, enabled attribution of app downloads to offline campaigns, and uncovered an extra 10% of mobile traffic from previously untracked devices — insights now used to improve monetization, product decisions and campaign measurement.

AccuWeather

Steve Mummey

Director of Browser Products, AccuWeather