Google Analytics Breakthrough by Alhlou, Feras -- Read -- Imperial Library of Trantor

Index

Cover Title page Copyright Dedication Foreword Acknowledgments About the Author(s) About the Contributors 1 Introduction

Why This Book? Who Should Read This Book? Chapter Summary Get Started

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

3 Measurement Strategy

Objective: Business Impact Measurement Plan Six Steps for Analytics Effectiveness Key Takeaways Actions and Exercises

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

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

6 Events, Virtual Pageviews, Social Actions, and Errors

The Need for Event Tracking Event Tracking in GTM Virtual Pageviews 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

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 Note

8 Goal and Ecommerce Tracking

Goal Tracking Ecommerce Tracking Multi-Channel Funnel Reports Integrating with Third-Party Shopping Carts Key Takeaways Actions and Exercises

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

10 Segments

Segment to Focus and Amplify Mapping Customer Constituencies as Custom Segments Sampling Segments versus Filtered Views Key Takeaways Actions and Exercises Note

11 Dashboards, Custom Reports, and Intelligence Alerts

Dashboards Custom Reports Shortcuts Intelligence Alerts Annotations Key Takeaways Actions and Exercises

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

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

14 Google Analytics Integrations— The Power of Together

AdWords AdSense YouTube in GA Analytics 360 Integrations Additional Integrations Key Takeaways Actions and Exercises

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

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 BigQuery/Tableau Key Takeaways Actions and Exercises

17 Data Import and Measurement Protocol

Data Import Measurement Protocol Key Takeaways Actions and Exercises

18 Analytics 360

Why Analytics 360? Increased Capacity Service-Level Agreements (SLAs) Analytics 360 Resources Where to Buy—Resellers or Google Direct? Key Takeaways Actions and Exercises

Appendix A: Broadening Your Optimization Program

Qualitative Inputs Overlay Reporting Testing Marketing Automation and Personalization Notes

Appendix B: Resources Index EULA