49,60 €*
Versandkostenfrei per Post / DHL
Lieferzeit 2-3 Wochen
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 optimization industry.
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 optimization industry.
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.
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
Enhanced Link Attribution 374
Tracking Info Customizations 375
Cross-Domain and Roll-Up Reporting 378
Cross-Device Tracking with User ID 386
Key Takeaways 397
Actions and Exercises 397
Chapter 13 Mobile App Measurement 399
Tracking Mobile Apps 399
Why Is Mobile Important 399
Mobile Strategies 400
What to Measure 401
Mobile Configuration in Google Analytics 403
Setting Up Google Analytics in Your App 404
Account Structure Best Practices in Mobile Properties 407
Real-time App Reporting 408
Integrations 410
Mobile Campaign Tracking 415
Mobile Privacy 421
Key Takeaways 427
Actions and Exercises 428
Chapter 14 Google Analytics Integrations-The Power of Together 429
AdWords 430
AdSense 444
YouTube in GA 447
Analytics 360 Integrations 448
Additional Integrations 448
Key Takeaways 451
Actions and Exercises 451
Chapter 15 Integrating Google Analytics with CRM Data 453
Long-Term Perspective 453
Calculating Cost per Qualified Lead 454
Joining Google Analytics and CRM Data with Visitor ID 463
Key Takeaways 475
Actions and Exercises 476
Chapter 16 Advanced Reporting and Visualization with Third-Party Tools 477
Framing the Issue: How to Get Data Out of GA 478
ETLV-The Full Reporting Automation Cycle 485
Advanced Use Cases for BigQuery/Tableau 488
Key Takeaways 501
Actions and Exercises 501
Chapter 17 Data Import and Measurement Protocol 503
Data Import 503
Measurement Protocol 520
Key Takeaways 528
Actions and Exercises 529
Chapter 18 Analytics 360 531
Why Analytics 360? 531
Increased Capacity 532
Service-Level Agreements (SLAs) 535
Analytics 360 Resources 547
Where to Buy-Resellers or Google Direct? 548
Key Takeaways 550
Actions and Exercises 550
Appendices
Appendix A: Broadening Your Optimization Program 551
Qualitative Inputs 551
Overlay Reporting 558
Testing 559
Marketing Automation and Personalization 575
Appendix B: Resources 581
Index 585
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Betriebswirtschaft |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 624 S. |
| ISBN-13: | 9781119144014 |
| ISBN-10: | 1119144019 |
| Sprache: | Englisch |
| Herstellernummer: | 1W119144010 |
| Einband: | Gebunden |
| Autor: |
Alhlou, Feras
Asif, Shiraz Fettman, Eric |
| Hersteller: |
Wiley
John Wiley & Sons |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 244 x 194 x 43 mm |
| Von/Mit: | Feras Alhlou (u. a.) |
| Erscheinungsdatum: | 06.09.2016 |
| Gewicht: | 1,634 kg |
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.
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
Enhanced Link Attribution 374
Tracking Info Customizations 375
Cross-Domain and Roll-Up Reporting 378
Cross-Device Tracking with User ID 386
Key Takeaways 397
Actions and Exercises 397
Chapter 13 Mobile App Measurement 399
Tracking Mobile Apps 399
Why Is Mobile Important 399
Mobile Strategies 400
What to Measure 401
Mobile Configuration in Google Analytics 403
Setting Up Google Analytics in Your App 404
Account Structure Best Practices in Mobile Properties 407
Real-time App Reporting 408
Integrations 410
Mobile Campaign Tracking 415
Mobile Privacy 421
Key Takeaways 427
Actions and Exercises 428
Chapter 14 Google Analytics Integrations-The Power of Together 429
AdWords 430
AdSense 444
YouTube in GA 447
Analytics 360 Integrations 448
Additional Integrations 448
Key Takeaways 451
Actions and Exercises 451
Chapter 15 Integrating Google Analytics with CRM Data 453
Long-Term Perspective 453
Calculating Cost per Qualified Lead 454
Joining Google Analytics and CRM Data with Visitor ID 463
Key Takeaways 475
Actions and Exercises 476
Chapter 16 Advanced Reporting and Visualization with Third-Party Tools 477
Framing the Issue: How to Get Data Out of GA 478
ETLV-The Full Reporting Automation Cycle 485
Advanced Use Cases for BigQuery/Tableau 488
Key Takeaways 501
Actions and Exercises 501
Chapter 17 Data Import and Measurement Protocol 503
Data Import 503
Measurement Protocol 520
Key Takeaways 528
Actions and Exercises 529
Chapter 18 Analytics 360 531
Why Analytics 360? 531
Increased Capacity 532
Service-Level Agreements (SLAs) 535
Analytics 360 Resources 547
Where to Buy-Resellers or Google Direct? 548
Key Takeaways 550
Actions and Exercises 550
Appendices
Appendix A: Broadening Your Optimization Program 551
Qualitative Inputs 551
Overlay Reporting 558
Testing 559
Marketing Automation and Personalization 575
Appendix B: Resources 581
Index 585
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Betriebswirtschaft |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 624 S. |
| ISBN-13: | 9781119144014 |
| ISBN-10: | 1119144019 |
| Sprache: | Englisch |
| Herstellernummer: | 1W119144010 |
| Einband: | Gebunden |
| Autor: |
Alhlou, Feras
Asif, Shiraz Fettman, Eric |
| Hersteller: |
Wiley
John Wiley & Sons |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 244 x 194 x 43 mm |
| Von/Mit: | Feras Alhlou (u. a.) |
| Erscheinungsdatum: | 06.09.2016 |
| Gewicht: | 1,634 kg |
Ähnliche Produkte
Lieferzeit 1-2 Wochen
Lieferzeit 4-7 Werktage
Lieferzeit 2-4 Werktage
Aktuell nicht verfügbar
Lieferzeit 4-7 Werktage
Lieferzeit 1-2 Wochen
Lieferzeit 1-2 Werktage
Lieferzeit 1-2 Wochen