Daniel Waisberg, Daniel Wiley Waisberg, Wiley
Google Analytics Integrations
English · Paperback / Softback
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Get a complete view of your customers and make your marketing analysis more meaningfulHow well do you really know your customers? Find out with the help of expert author Daniel Waisberg and Google Analytics Integrations. This unique guide takes you well beyond the basics of using Google Analytics to track metrics, showing you how to transform this simple data collection tool into a powerful, central marketing analysis platform for your organization. You'll learn how Google AdWords, AdSense, CRMs, and other data sources can be used together to deliver actionable insights about your customers and their behavior.* Explains proven techniques and best practices for collecting clean and accurate information from the start* Shows you how to import your organization's marketing and customer data into Google Analytics* Illustrates the importance of taking a holistic view of your customers and how this knowledge can transform your business* Provides step-by-step guidance on using the latest analytical tools and services to gain a complete understanding of your customers, their needs, and what motivates them to take actionGoogle Analytics Integration is your in-depth guide to improving your data integration, behavioral analysis, and ultimately, your bottom line.
List of contents
Introduction xxi1 Implementation Best Practices 1Planning Your Implementation 21 Define Business Goals 32 Build Key Performance Indicators 33 Collect Data 44 Analyze Data 45 Test Alternatives 56 Implement Insights 5Implementing and Customizing Your Code 6Cross Domain Tracking 7Enhanced Ecommerce 7Custom Dimensions 7Download Clicks 8Advanced Content Tracking 8Troubleshooting Code Implementation 9Setting Up the Google Analytics Interface 9Setting Up Goals 9Focusing on Potential Customers 10Removing Parameters That Do Not Point to Unique Content 11Eliminating Duplicate Pages 11Setting Up Site Search 12Enabling Display Advertising and Demographics Reports 13Excluding Referrals 13Tagging Your Inbound Traffi c 14Tagging Custom Campaigns 14Tagging FeedBurner Traffi c 15Managing Your Implementations Effectively 17Creating Raw Data and Staging Views 17Creating an Analytics Staging Property 18Keeping Track of Implementation and Confi guration Changes 18Keeping Track of External and Overall Changes with Annotations 19Summary 20I Offi cial Integrations 212 AdWords Integration 23Integrating AdWords and Google Analytics 23Linking AdWords and Analytics 23Deleting and Editing the Google Analytics and AdWords Link 29Top 10 Causes of Google Analytics and AdWords Data Discrepancies 30Integration Data, Structure, and Standard Reports 31AdWords Dimensions and Metrics in Google Analytics 31AdWords Account Structure Overview 34AdWords Standard Reports Overview 36Optimizing AdWords Performance Using Google Analytics 48Identifying Winners and Losers--The ABC Framework 48Finding Negative Keywords with Custom Reports 50Creating Remarketing Lists Using Google Analytics Data 51Optimizing Shopping Campaigns 54Summary 553 AdSense Integration 57Integrating AdSense and Google Analytics 57Linking Analytics to AdSense 57Linking Multiple AdSense Accounts and/or Google Analytics Properties 60Unlinking and Managing Access to Data 61Data Discrepancies Between Google Analytics and AdSense 61Analyzing AdSense Effectiveness Using Google Analytics 62AdSense Overview 63AdSense Pages 64AdSense Referrers 68Google Analytics Dashboard to Monitor AdSense Performance 69Summary 724 Mobile Apps Integrations 73Viewing Google Play and iTunes Data on Google Analytics 73Android SDK v4: Setting Up Install Tracking and Campaign Measurement 74iOS SDK v3: Setting Up Install Tracking and Campaign Measurement 78Analyzing Mobile Apps--The Full Customer Journey 81Sources Reports 82Google Play Referral Flow Report 85Summary 865 Webmaster Tools Integration 87Linking Webmaster Tools to Google Analytics 87Analyzing Webmaster Tools Data on Google Analytics 89Queries Report 90Landing Pages 91Geographical Summary 94Summary 966 YouTube Integration 97Integrating YouTube Into Google Analytics 97YouTube Video Tracking in Google Analytics Using Google Tag Manager 99Implementation Details 100Custom Report to Monitor Video Performance 103Summary 103II Custom Integrations 1057 Custom Data Integration 107Methods to Import Data into Google Analytics 107The Measurement Protocol 108Data Import 108Real-World Examples 111Importing Content Data 111Importing Product Profi t Margin Data 116Importing Refund Data 117Limitations and Best Practices 117Summary 1198 User Data Integration 121The Siloed Dataset 121The User ID 122Creating a User ID View 124Setting the User ID 127Storing the User ID 129Importing Additional Data 130Summary 1339 Marketing Campaign Data Integration 135Google Analytics Acquisition Channels 135Tagging Custom Marketing Campaigns 137Measuring Online Campaigns 139Measuring Offline Campaigns 140Cost Data Import 141The Cost Data Import Process 142Analyzing Marketing Campaigns 147Summary 14810 A/B Testing Data Integration 149Integrating Optimizely Data into Google Analytics 149Sending Test Variations as Events for Advanced Segmentation 151Analyzing Test Results 155Ending Your Tests 155Dealing with "No Signifi cant Difference" 156Summary 15711 Email Data Integration 159Tracking Email Opens 159Step 1: Create a Custom Metric 160Step 2: Create an Email Campaign 161Step 3: Add the Google Analytics Code to Your Email 161Step 4: Send Your Email and Analyze the Results 163Tracking User Behavior Across Devices 165Step 1: Set Up a User ID View in Google Analytics 166Step 2: Add the MailChimp ID to the Links in Your Emails 166Step 3: Send the User ID to Google Analytics 167Bonus Step: Add a Custom Dimension with a User ID Value 168Summary 17112 Offline Data Integration 173The Full Customer Journey 173Implementation Details and Script 174Step 1: Defi ne Your Data Collection Needs 174Step 2: Create the Google Form 175Step 3: Add and Edit the Script to Match Your Needs 176Step 4: Add a Trigger 176Step 5: Make Sure the Form Is Being Filled 176And Finally...The Script! 177Summary 178Index 181
About the author
DANIEL WAISBERG is an Analytics Advocate at Google, where he fosters Analytics by educating and inspiring professionals when it comes to making data-driven decisions; he spends a considerable amount of his time analyzing and visualizing data to come up with interesting and actionable stories. Daniel is also the Founder & Editor of online-behavior.com, a respected Analytics portal.
Get a complete view of your customers and make your marketing analysis more meaningful How well do you really know your customers? Find out with the help of expert author Daniel Waisberg and Google Analytics Integrations.
"Daniel provides critical insight into how to increase both the fidelity and the actionability of your Analytics data through the many available integrations. This practical guide will quickly get you through the setup, diagnose any issues, and cut to the bottom line value of these important connections."Paul Muret, VP Engineering, Google"Integrations are among the most important value adds that Google Analytics provides, making it possible to combine both pre visit and visit data to paint a complete end-to-end picture of a visitor's journey through a business. Integrations provide several kinds of important insights/analysis ranging from providing deep insights into what ads lead to high quality traffic (e.g. AdWords integration) to how to better monetize your content (e.g. AdSense integration). Also, Daniel is one of the best people to educate folks on the value and power of these integrations. I have known Daniel for several years now and he is easily among the most knowledgeable people I know when it comes to Analytics. He has worked closely with several businesses and publishers and helped them succeed and it is great to get these deep insights directly from him."Sagnik Nandy, Distinguished Engineer, Google Analytics"Daniel's insightful recommendations on how to make digital analytics more actionable via integration are well researched and tightly presented in this wonderful book. This is a must read for analytics users and marketers!"Babak Pahlavan, Director of Product Management, Google Analytics"A key benefit of Google Analytics is the deep integration with other Google Product. Daniel does a great job of describing why the integrations are important, how to set them up and how to actually use them. "Justin Cutroni, Analytics Evangelist, Google Analytics"Delivering on the promise of big data requires not just capturing massive amounts of data in individual silos, rather it requires an incredible ability to integrate the aforementioned silos to let real insights transform businesses. Daniel's new book outlines specific strategies to accomplish this lofty goal for your digital data!" Avinash Kaushik, Author of Web Analytics 2.0 & Web Analytics: an Hour A Day
|Authors||Daniel Waisberg, Daniel Wiley Waisberg, Wiley|
|Publisher||Wiley, John and Sons Ltd|
|Product format||Paperback / Softback|
|No. of pages||216|
|Dimensions||192 mm x 240 mm x 15 mm|
Natural sciences, medicine, IT, technology
> IT, data processing
Internet, Informatik, Internet Business, Web-Entwicklung, computer science, google analytics, Web-Entwicklung / Electronic Commerce, Web Site Development / Electronic Commerce
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