Google Analytics Breakthrough
From Zero to Business Impact
(Sprache: Englisch)
A complete, start-to-finish guide to Google Analytics instrumentation and reporting
Google Analytics Breakthrough is a much-needed comprehensive resource for the world's most widely adopted analytics tool. Designed to provide a complete,...
Google Analytics Breakthrough is a much-needed comprehensive resource for the world's most widely adopted analytics tool. Designed to provide a complete,...
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A complete, start-to-finish guide to Google Analytics instrumentation and reportingGoogle 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.
Google Analytics Breakthrough offers practical instruction and expert perspectives on the full range of implementation and reporting skills:
* Learn how to campaign-tag inbound links to uncover the email, social, PPC, and banner/remarketing traffic hiding as other traffic sources and to confidently measure the ROI of each marketing channel
* Add event tracking to capture the many important user interactions that Google Analytics does not record by default, such as video plays, PDF downloads, scrolling, and AJAX updates
* Master Google Tag Manager for greater flexibility and process control in implementation
* Set up goals and Enhanced Ecommerce tracking to measure performance against organizational KPIs and configure conversion funnels to isolate drop-off
* Create audience segments that map to your audience constituencies, amplify trends, and help identify optimization opportunities
* Populate custom dimensions that reflect your organization, your content, and your visitors so Google Analytics can speak your language
* Gain a more complete view of customer behavior with mobile app and cross-device tracking
* Incorporate related tools and techniques: third-party data visualization, CRM integration for
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long-term value and lead qualification, marketing automation, phone conversion tracking, usability, and A/B testing
* Improve data storytelling and foster analytics adoption in the enterprise
Millions of organizations have installed Google Analytics, including an estimated 67 percent of Fortune 500 companies, but deficiencies plague most implementations, and inadequate reporting practices continue to hinder meaningful analysis. By following the strategies and techniques in Google Analytics Breakthrough, you can address the gaps in your own still set, transcend the common limitations, and begin using Google Analytics for real competitive advantage.
Critical contributions from industry luminaries such as Brian Clifton, Tim Ash, Bryan and Jeffrey Eisenberg, and Jim Sterne - and a foreword by Avinash Kaushik - enhance the learning experience and empower you to drive consistent, real-world improvement through analytics.
* Improve data storytelling and foster analytics adoption in the enterprise
Millions of organizations have installed Google Analytics, including an estimated 67 percent of Fortune 500 companies, but deficiencies plague most implementations, and inadequate reporting practices continue to hinder meaningful analysis. By following the strategies and techniques in Google Analytics Breakthrough, you can address the gaps in your own still set, transcend the common limitations, and begin using Google Analytics for real competitive advantage.
Critical contributions from industry luminaries such as Brian Clifton, Tim Ash, Bryan and Jeffrey Eisenberg, and Jim Sterne - and a foreword by Avinash Kaushik - enhance the learning experience and empower you to drive consistent, real-world improvement through analytics.
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Inhaltsverzeichnis zu „Google Analytics Breakthrough “
Foreword xiAcknowledgments xiii
About the Author(s) xv
About the Contributors xvii
Chapter 1 Introduction 1
Why This Book? 1
Who Should Read This Book? 4
Chapter Summary 4
Get Started 7
Chapter 2 Google Analytics Reporting Overview: User Characteristics and Behavior 9
Google Analytics Reporting: User Characteristics and Behavior 10
Dimensions and Metrics 30
Real-Time Reports 43
Key Takeaways 45
Actions and Exercises 46
Chapter 3 Measurement Strategy 47
Objective: Business Impact 47
Measurement Plan 51
Six Steps for Analytics Effectiveness 53
Key Takeaways 58
Actions and Exercises 58
Chapter 4 Account Creation and Tracking Code Installation 59
Creating a Google Analytics Account 59
Google Analytics Account Structure 64
Installing the Tracking Code 66
Key Takeaways 88
Actions and Exercises 89
Chapter 5 Google Tag Manager Concepts 91
Google Tag Manager Concepts 92
Benefits of Google Tag Manager 95
Creating a Google Tag Manager Account and Container 98
Deploying Google Analytics through Google Tag Manager 100
Access Rights 105
Migrating to Google Tag Manager from Native Tracking 108
GTM Environments 109
Key Takeaways 122
Actions and Exercises 122
Chapter 6 Events, Virtual Pageviews, Social Actions, and Errors 125
The Need for Event Tracking 126
Event Tracking in GTM 134
Virtual Pageviews 147
Tracking Google Analytics Events through the Google Tag Manager Data Layer and Custom Event Trigger 155
Tracking Social Interactions 164
Error Tracking 173
Key Takeaways 180
Actions and Exercises 182
Chapter 7 Acquisition Reports 183
Acquisition Terminology and
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Concepts 183
Campaign Tracking: Google Analytics Needs Your Help for Attribution 188
Channel Customizations 202
Tracking Organic Traffic 208
Key Takeaways 219
Actions and Exercises 220
Chapter 8 Goal and Ecommerce Tracking 221
Goal Tracking 221
Ecommerce Tracking 243
Multi-Channel Funnel Reports 270
Integrating with Third-Party Shopping Carts 279
Key Takeaways 281
Actions and Exercises 283
Chapter 9 View Settings, View Filters, and Access Rights 285
Why Do We Need Multiple Views? 285
Best Practice: Working, Test, and Unfiltered Views 287
View Settings 287
View Filters 294
Access Rights 305
Change History 309
Trash Can 310
Key Takeaways 310
Actions and Exercises 311
Chapter 10 Segments 313
Segment to Focus and Amplify 313
Mapping Customer Constituencies as Custom Segments 325
Sampling 332
Segments versus Filtered Views 334
Key Takeaways 335
Actions and Exercises 336
Chapter 11 Dashboards, Custom Reports, and Intelligence Alerts 339
Dashboards 339
Custom Reports 342
Shortcuts 347
Intelligence Alerts 348
Annotations 352
Key Takeaways 353
Actions and Exercises 354
Chapter 12 Implementation Customizations 355
Custom Dimensions 355
Content Grouping 366
Custom Metrics 369
Calculated Metrics 371
Demographics and Interests 373
Enhance
Campaign Tracking: Google Analytics Needs Your Help for Attribution 188
Channel Customizations 202
Tracking Organic Traffic 208
Key Takeaways 219
Actions and Exercises 220
Chapter 8 Goal and Ecommerce Tracking 221
Goal Tracking 221
Ecommerce Tracking 243
Multi-Channel Funnel Reports 270
Integrating with Third-Party Shopping Carts 279
Key Takeaways 281
Actions and Exercises 283
Chapter 9 View Settings, View Filters, and Access Rights 285
Why Do We Need Multiple Views? 285
Best Practice: Working, Test, and Unfiltered Views 287
View Settings 287
View Filters 294
Access Rights 305
Change History 309
Trash Can 310
Key Takeaways 310
Actions and Exercises 311
Chapter 10 Segments 313
Segment to Focus and Amplify 313
Mapping Customer Constituencies as Custom Segments 325
Sampling 332
Segments versus Filtered Views 334
Key Takeaways 335
Actions and Exercises 336
Chapter 11 Dashboards, Custom Reports, and Intelligence Alerts 339
Dashboards 339
Custom Reports 342
Shortcuts 347
Intelligence Alerts 348
Annotations 352
Key Takeaways 353
Actions and Exercises 354
Chapter 12 Implementation Customizations 355
Custom Dimensions 355
Content Grouping 366
Custom Metrics 369
Calculated Metrics 371
Demographics and Interests 373
Enhance
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Autoren-Porträt von Feras Alhlou, Shiraz Asif, Eric Fettman
FERAS ALHLOU is co-founder and Principal Consultant at E-Nor (founded in 2003). He's built an industry-thought-leader organization providing marketing intelligence solutions to some of the world's most recognized brands.SHIRAZ ASIF is co-founder and Vice President of Analytics at E-Nor. He has extensive background in solutions architecture for Web and mobile analytics, report automation, and data analysis.
ERIC FETTMAN is a founder of E-Nor Analytics University and an analytics trainer at E-Nor. He seeks to empower his students in digital analytics and optimization as well as all professional endeavors.
Bibliographische Angaben
- Autoren: Feras Alhlou , Shiraz Asif , Eric Fettman
- 2016, 1. Auflage, 624 Seiten, Maße: 19,4 x 24,4 cm, Gebunden, Englisch
- Verlag: Wiley & Sons
- ISBN-10: 1119144019
- ISBN-13: 9781119144014
- Erscheinungsdatum: 28.10.2016
Sprache:
Englisch
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