Google Analytics Breakthrough - From Zero to Business Impact

Informationen zum Autor 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. Klappentext Gain real proficiency in Google Analytics instrumentation and reporting to drive measurable improvement "Throughout the decade-plus history of Google Analytics, how people access online information has constantly evolved. We've seen an explosion of new devices, channels, and formats that each introduce new challenges for measuring online behavior. Today, the user journey is increasingly fragmented as people engage with websites and apps on the go and in shorter slices of time. As Google Analytics has grown over the years, we've kept this same focus on understanding and serving customers. Google Analytics Breakthrough is a comprehensive resource that will help you become a more user-centric marketer, developer, or analyst. You'll develop a framework for how to think strategically about digital analytics and get a nuts-and-bolts understanding of how Google Analytics works. Know which questions to ask and learn how to answer them with deep dives into topics like attribution and goal tracking. This book is written with its user, you the reader, in mind. Each chapter features insightful illustrations that explain key concepts and recommended next steps that help you get started. You'll also learn from industry experts and leading practitioners as they share their tips and insights. I hope that Google Analytics Breakthrough serves as a useful guide on your journey to better understanding and delighting your customers." ?Paul Muret, VP, Display, Video Ads, Analytics, Google "As one of the founders of Urchin, I have watched the evolution, expansion, and nearly universal adoption of our tool?known since 2005 as Google Analytics?with some amazement and a great deal of pride. Now more than ever, the capabilities of Google Analytics allow you to gain real insights and simply make better, data-driven decisions about your digital properties. Google Analytics Breakthrough provides the core concepts as well as the specific techniques that you'll need to take confident action and drive real performance improvement with Google Analytics." ?Brett Crosby, Co-Founder of Urchin/Google Analytics Campaign-tag inbound PPC, email, social, banner, and remarketing links to really understand which channels are sending traffic and driving ROI. Capture the wide range of important user interactions such as video plays, file downloads, and scrolling that Google Analytics does not measure by default. Implement custom dimensions and content groups to make Google Analytics "speak your language" for yourself and stakeholders. Configure goals, funnels, and Enhanced E-commerce measurement that map to your KPIs for retail, lead generation, and informational websites and mobile apps. Create segments for your audience constituencies to isolate critical performance metrics and amplify trends. Measure across multiple domains and subdomains and understand the journeys of logged-in users across devices. Integrate with advertising networks and CRM to understand long-term customer value. Master Google Tag Manager for basic-to-advanced Google Analytics implementation and deployment workflows. Learn a multitude of insider tips, tricks, and key perspectives from the authors and expert contributors in the analytics and optim...

List of contents

Foreword xi
 
Acknowledgments 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 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

Product details

• Authors: F Alhlou, Fera Alhlou, Feras Alhlou, Feras Asif Alhlou, Alhlou Feras, Shira Asif, Shiraz Asif, Asif Shiraz, Eric Fettman, Fettman Eric
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 30.09.2015
• EAN: 9781119144014
• ISBN: 978-1-119-14401-4
• No. of pages: 624
• Subjects: Social sciences, law, business > Business > Business administration; Management, Business & management, Wirtschaft u. Management, Spezialthemen Wirtschaft u. Management, Business & Management Special Topics