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Google Analytics Breakthrough is a much-needed comprehensive resource for the world`s most widely adopted analytics tool. Designed to provide a complete, best-practices foundation in measurement strategy, implementation, reporting and optimization, this book systematically demystifies the broad range of Google Analytics features and configurations. Throughout the end-to-end learning experience, you`ll sharpen your core competencies, discover hidden functionality, learn to avoid common pitfalls and develop next-generation tracking and analysis strategies so you can understand what is helping or hindering your digital performance and begin driving more success.
Foreword
Acknowledgments
About the Author(s)
About the Contributors
Chapter 1 Introduction
Why This Book?
Who Should Read This Book?
Chapter Summary
Get Started
Chapter 2 Google Analytics Reporting Overview: User Characteristics and Behavior
Google Analytics Reporting: User Characteristics and Behavior
Dimensions and Metrics
Real-Time Reports
Key Takeaways
Actions and Exercises
Chapter 3 Measurement Strategy
Objective: Business Impact
Measurement Plan
Six Steps for Analytics Effectiveness
Key Takeaways
Actions and Exercises
Chapter 4 Account Creation and Tracking Code Installation
Creating a Google Analytics Account
Google Analytics Account Structure
Installing the Tracking Code
Key Takeaways
Actions and Exercises
Chapter 5 Google Tag Manager Concepts
Google Tag Manager Concepts
Benefits of Google Tag Manager
Creating a Google Tag Manager Account and Container
Deploying Google Analytics through Google Tag Manager
Access Rights
Migrating to Google Tag Manager from Native Tracking
GTM Environments
Key Takeaways
Actions and Exercises
Chapter 6 Events, Virtual Page views, Social Actions and Errors
The Need for Event Tracking
Event Tracking in GTM
Virtual Page views
Tracking Google Analytics Events through the Google Tag Manager Data Layer and Custom Event Trigger
Tracking Social Interactions
Error Tracking
Key Takeaways
Actions and Exercises
Chapter 7 Acquisition Reports
Acquisition Terminology and Concepts
Campaign Tracking: Google Analytics Needs Your Help for Attribution
Channel Customizations
Tracking Organic Traffic
Key Takeaways
Actions and Exercises
Chapter 8 Goal and Ecommerce Tracking
Goal Tracking
Ecommerce Tracking
Multi-Channel Funnel Reports
Integrating with Third-Party Shopping Carts
Key Takeaways
Actions and Exercises
Chapter 9 View Settings, View Filters and Access Rights
Why Do We Need Multiple Views?
Best Practice: Working, Test and Unfiltered Views
View Settings
View Filters
Access Rights
Change History
Trash Can
Key Takeaways
Actions and Exercises
Chapter 10 Segments
Segment to Focus and Amplify
Mapping Customer Constituencies as Custom Segments
Sampling
Segments versus Filtered Views
Key Takeaways
Actions and Exercises
Chapter 11 Dashboards, Custom Reports and Intelligence Alerts
Dashboards
Custom Reports
Shortcuts
Intelligence Alerts
Annotations
Key Takeaways
Actions and Exercises
Chapter 12 Implementation Customizations
Custom Dimensions
Content Grouping
Custom Metrics
Calculated Metrics
Demographics and Interests
Enhanced Link Attribution
Tracking Info Customizations
Cross-Domain and Roll-Up Reporting
Cross-Device Tracking with User ID
Key Takeaways
Actions and Exercises
Chapter 13 Mobile App Measurement
Tracking Mobile Apps
Why Is Mobile Important
Mobile Strategies
What to Measure
Mobile Configuration in Google Analytics
Setting Up Google Analytics in Your App
Account Structure Best Practices in Mobile Properties
Real-time App Reporting
Integrations
Mobile Campaign Tracking
Mobile Privacy
Key Takeaways
Actions and Exercises
Chapter 14 Google Analytics Integrations--The Power of Together
AdWords
AdSense
YouTube in GA
Analytics 360 Integrations
Additional Integrations
Key Takeaways
Actions and Exercises
Chapter 15 Integrating Google Analytics with CRM Data
Long-Term Perspective
Calculating Cost per Qualified Lead
Joining Google Analytics and CRM Data with Visitor ID
Key Takeaways
Actions and Exercises
Chapter 16 Advanced Reporting and Visualization with Third-Party Tools
Framing the Issue: How to Get Data Out of GA
ETLV--The Full Reporting Automation Cycle
Advanced Use Cases for Big Query / Tableau
Key Takeaways
Actions and Exercises
Chapter 17 Data Import and Measurement Protocol
Data Import
Measurement Protocol
Key Takeaways
Actions and Exercises
Chapter 18 Analytics
Why Analytics 360?
Increased Capacity
Service-Level Agreements (SLAs)
Analytics 360 Resources
Where to Buy--Resellers or Google Direct?
Key Takeaways
Actions and Exercises
Appendices
Appendix A: Broadening Your Optimization Program
Qualitative Inputs
Overlay Reporting
Testing
Marketing Automation and Personalization
Appendix B: Resources
Index
ISBN - 9788126564804
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Pages : 620
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