{"product_id":"google-analytics-breakthrough-isbn-9781119144014","title":"Google Analytics Breakthrough","description":"\u003cp\u003e\u003cb\u003eA complete, start-to-finish guide to Google Analytics instrumentation and reporting\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eGoogle Analytics Breakthrough\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eGoogle Analytics Breakthrough\u003c\/i\u003e offers practical instruction and expert perspectives on the full range of implementation and reporting skills:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eLearn 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\u003c\/li\u003e \u003cli\u003eAdd 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\u003c\/li\u003e \u003cli\u003eMaster Google Tag Manager for greater flexibility and process control in implementation\u003c\/li\u003e \u003cli\u003eSet up goals and Enhanced Ecommerce tracking to measure performance against organizational KPIs and configure conversion funnels to isolate drop-off\u003c\/li\u003e \u003cli\u003eCreate audience segments that map to your audience constituencies, amplify trends, and help identify optimization opportunities\u003c\/li\u003e \u003cli\u003ePopulate custom dimensions that reflect your organization, your content, and your visitors so Google Analytics can speak your language\u003c\/li\u003e \u003cli\u003eGain a more complete view of customer behavior with mobile app and cross-device tracking\u003c\/li\u003e \u003cli\u003eIncorporate related tools and techniques: third-party data visualization, CRM integration for long-term value and lead qualification, marketing automation, phone conversion tracking, usability, and A\/B testing\u003c\/li\u003e \u003cli\u003eImprove data storytelling and foster analytics adoption in the enterprise\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eMillions 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 \u003ci\u003eGoogle Analytics Breakthrough\u003c\/i\u003e, you can address the gaps in your own still set, transcend the common limitations, and begin using Google Analytics for real competitive advantage.\u003c\/p\u003e \u003cp\u003eCritical 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.\u003c\/p\u003e Foreword xi \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eAbout the Author(s) xv\u003c\/p\u003e \u003cp\u003eAbout the Contributors xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Introduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy This Book? 1\u003c\/p\u003e \u003cp\u003eWho Should Read This Book? 4\u003c\/p\u003e \u003cp\u003eChapter Summary 4\u003c\/p\u003e \u003cp\u003eGet Started 7\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Google Analytics Reporting Overview: User Characteristics and Behavior 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGoogle Analytics Reporting: User Characteristics and Behavior 10\u003c\/p\u003e \u003cp\u003eDimensions and Metrics 30\u003c\/p\u003e \u003cp\u003eReal-Time Reports 43\u003c\/p\u003e \u003cp\u003eKey Takeaways 45\u003c\/p\u003e \u003cp\u003eActions and Exercises 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Measurement Strategy 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eObjective: Business Impact 47\u003c\/p\u003e \u003cp\u003eMeasurement Plan 51\u003c\/p\u003e \u003cp\u003eSix Steps for Analytics Effectiveness 53\u003c\/p\u003e \u003cp\u003eKey Takeaways 58\u003c\/p\u003e \u003cp\u003eActions and Exercises 58\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Account Creation and Tracking Code Installation 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating a Google Analytics Account 59\u003c\/p\u003e \u003cp\u003eGoogle Analytics Account Structure 64\u003c\/p\u003e \u003cp\u003eInstalling the Tracking Code 66\u003c\/p\u003e \u003cp\u003eKey Takeaways 88\u003c\/p\u003e \u003cp\u003eActions and Exercises 89\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Google Tag Manager Concepts 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGoogle Tag Manager Concepts 92\u003c\/p\u003e \u003cp\u003eBenefits of Google Tag Manager 95\u003c\/p\u003e \u003cp\u003eCreating a Google Tag Manager Account and Container 98\u003c\/p\u003e \u003cp\u003eDeploying Google Analytics through Google Tag Manager 100\u003c\/p\u003e \u003cp\u003eAccess Rights 105\u003c\/p\u003e \u003cp\u003eMigrating to Google Tag Manager from Native Tracking 108\u003c\/p\u003e \u003cp\u003eGTM Environments 109\u003c\/p\u003e \u003cp\u003eKey Takeaways 122\u003c\/p\u003e \u003cp\u003eActions and Exercises 122\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Events, Virtual Pageviews, Social Actions, and Errors 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Need for Event Tracking 126\u003c\/p\u003e \u003cp\u003eEvent Tracking in GTM 134\u003c\/p\u003e \u003cp\u003eVirtual Pageviews 147\u003c\/p\u003e \u003cp\u003eTracking Google Analytics Events through the Google Tag Manager Data Layer and Custom Event Trigger 155\u003c\/p\u003e \u003cp\u003eTracking Social Interactions 164\u003c\/p\u003e \u003cp\u003eError Tracking 173\u003c\/p\u003e \u003cp\u003eKey Takeaways 180\u003c\/p\u003e \u003cp\u003eActions and Exercises 182\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Acquisition Reports 183\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAcquisition Terminology and Concepts 183\u003c\/p\u003e \u003cp\u003eCampaign Tracking: Google Analytics Needs Your Help for Attribution 188\u003c\/p\u003e \u003cp\u003eChannel Customizations 202\u003c\/p\u003e \u003cp\u003eTracking Organic Traffic 208\u003c\/p\u003e \u003cp\u003eKey Takeaways 219\u003c\/p\u003e \u003cp\u003eActions and Exercises 220\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Goal and Ecommerce Tracking 221\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGoal Tracking 221\u003c\/p\u003e \u003cp\u003eEcommerce Tracking 243\u003c\/p\u003e \u003cp\u003eMulti-Channel Funnel Reports 270\u003c\/p\u003e \u003cp\u003eIntegrating with Third-Party Shopping Carts 279\u003c\/p\u003e \u003cp\u003eKey Takeaways 281\u003c\/p\u003e \u003cp\u003eActions and Exercises 283\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 View Settings, View Filters, and Access Rights 285\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Do We Need Multiple Views? 285\u003c\/p\u003e \u003cp\u003eBest Practice: Working, Test, and Unfiltered Views 287\u003c\/p\u003e \u003cp\u003eView Settings 287\u003c\/p\u003e \u003cp\u003eView Filters 294\u003c\/p\u003e \u003cp\u003eAccess Rights 305\u003c\/p\u003e \u003cp\u003eChange History 309\u003c\/p\u003e \u003cp\u003eTrash Can 310\u003c\/p\u003e \u003cp\u003eKey Takeaways 310\u003c\/p\u003e \u003cp\u003eActions and Exercises 311\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Segments 313\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSegment to Focus and Amplify 313\u003c\/p\u003e \u003cp\u003eMapping Customer Constituencies as Custom Segments 325\u003c\/p\u003e \u003cp\u003eSampling 332\u003c\/p\u003e \u003cp\u003eSegments versus Filtered Views 334\u003c\/p\u003e \u003cp\u003eKey Takeaways 335\u003c\/p\u003e \u003cp\u003eActions and Exercises 336\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Dashboards, Custom Reports, and Intelligence Alerts 339\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDashboards 339\u003c\/p\u003e \u003cp\u003eCustom Reports 342\u003c\/p\u003e \u003cp\u003eShortcuts 347\u003c\/p\u003e \u003cp\u003eIntelligence Alerts 348\u003c\/p\u003e \u003cp\u003eAnnotations 352\u003c\/p\u003e \u003cp\u003eKey Takeaways 353\u003c\/p\u003e \u003cp\u003eActions and Exercises 354\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Implementation Customizations 355\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustom Dimensions 355\u003c\/p\u003e \u003cp\u003eContent Grouping 366\u003c\/p\u003e \u003cp\u003eCustom Metrics 369\u003c\/p\u003e \u003cp\u003eCalculated Metrics 371\u003c\/p\u003e \u003cp\u003eDemographics and Interests 373\u003c\/p\u003e \u003cp\u003eEnhanced Link Attribution 374\u003c\/p\u003e \u003cp\u003eTracking Info Customizations 375\u003c\/p\u003e \u003cp\u003eCross-Domain and Roll-Up Reporting 378\u003c\/p\u003e \u003cp\u003eCross-Device Tracking with User ID 386\u003c\/p\u003e \u003cp\u003eKey Takeaways 397\u003c\/p\u003e \u003cp\u003eActions and Exercises 397\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Mobile App Measurement 399\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTracking Mobile Apps 399\u003c\/p\u003e \u003cp\u003eWhy Is Mobile Important 399\u003c\/p\u003e \u003cp\u003eMobile Strategies 400\u003c\/p\u003e \u003cp\u003eWhat to Measure 401\u003c\/p\u003e \u003cp\u003eMobile Configuration in Google Analytics 403\u003c\/p\u003e \u003cp\u003eSetting Up Google Analytics in Your App 404\u003c\/p\u003e \u003cp\u003eAccount Structure Best Practices in Mobile Properties 407\u003c\/p\u003e \u003cp\u003eReal-time App Reporting 408\u003c\/p\u003e \u003cp\u003eIntegrations 410\u003c\/p\u003e \u003cp\u003eMobile Campaign Tracking 415\u003c\/p\u003e \u003cp\u003eMobile Privacy 421\u003c\/p\u003e \u003cp\u003eKey Takeaways 427\u003c\/p\u003e \u003cp\u003eActions and Exercises 428\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Google Analytics Integrations—The Power of Together 429\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdWords 430\u003c\/p\u003e \u003cp\u003eAdSense 444\u003c\/p\u003e \u003cp\u003eYouTube in GA 447\u003c\/p\u003e \u003cp\u003eAnalytics 360 Integrations 448\u003c\/p\u003e \u003cp\u003eAdditional Integrations 448\u003c\/p\u003e \u003cp\u003eKey Takeaways 451\u003c\/p\u003e \u003cp\u003eActions and Exercises 451\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Integrating Google Analytics with CRM Data 453\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLong-Term Perspective 453\u003c\/p\u003e \u003cp\u003eCalculating Cost per Qualified Lead 454\u003c\/p\u003e \u003cp\u003eJoining Google Analytics and CRM Data with Visitor ID 463\u003c\/p\u003e \u003cp\u003eKey Takeaways 475\u003c\/p\u003e \u003cp\u003eActions and Exercises 476\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Advanced Reporting and Visualization with Third-Party Tools 477\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFraming the Issue: How to Get Data Out of GA 478\u003c\/p\u003e \u003cp\u003eETLV–The Full Reporting Automation Cycle 485\u003c\/p\u003e \u003cp\u003eAdvanced Use Cases for BigQuery\/Tableau 488\u003c\/p\u003e \u003cp\u003eKey Takeaways 501\u003c\/p\u003e \u003cp\u003eActions and Exercises 501\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17 Data Import and Measurement Protocol 503\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eData Import 503\u003c\/p\u003e \u003cp\u003eMeasurement Protocol 520\u003c\/p\u003e \u003cp\u003eKey Takeaways 528\u003c\/p\u003e \u003cp\u003eActions and Exercises 529\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18 Analytics 360 531\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Analytics 360? 531\u003c\/p\u003e \u003cp\u003eIncreased Capacity 532\u003c\/p\u003e \u003cp\u003eService-Level Agreements (SLAs) 535\u003c\/p\u003e \u003cp\u003eAnalytics 360 Resources 547\u003c\/p\u003e \u003cp\u003eWhere to Buy—Resellers or Google Direct? 548\u003c\/p\u003e \u003cp\u003eKey Takeaways 550\u003c\/p\u003e \u003cp\u003eActions and Exercises 550\u003c\/p\u003e \u003cp\u003eAppendices\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix A: Broadening Your Optimization Program 551\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eQualitative Inputs 551\u003c\/p\u003e \u003cp\u003eOverlay Reporting 558\u003c\/p\u003e \u003cp\u003eTesting 559\u003c\/p\u003e \u003cp\u003eMarketing Automation and Personalization 575\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix B: Resources 581\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIndex 585\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eFERAS ALHLOU\u003c\/b\u003e 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.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eSHIRAZ ASIF\u003c\/b\u003e 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.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eERIC FETTMAN\u003c\/b\u003e 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.    \u003c\/p\u003e\u003cp\u003eMillions of organizations have installed Google Analytics (GA), but a disappointingly small percentage are using GA to gain real understanding, improve user experience, and drive digital ROI. \u003ci\u003eGoogle Analytics Breakthrough\u003c\/i\u003e is a single-source, step-by-step guide for building confidence in the fundamentals and the advanced techniques that you need to derive the greatest insight and actionability from this powerful platform.  \u003c\/p\u003e\u003cp\u003eWith critical contributions from leading analytics experts—including Brian Clifton, Tim Ash, Bryan and Jeffrey Eisenberg, and Jim Sterne—this unique resource distills everything you need to understand your traffic sources, comprehensively measure user behavior, and begin driving long-term digital marketing ROI. As you gain a complete, best-practices foundation in measurement strategy, implementation, reporting, and optimization, \u003ci\u003eGoogle Analytics Breakthrough\u003c\/i\u003e will enable you to understand your successes and identify improvement opportunities. \u003c\/p\u003e\u003cul\u003e \u003cli\u003eInitiate and successfully drive analytics adoption throughout your enterprise\u003c\/li\u003e \u003cli\u003eAssess the long-term value of your traffic channels\u003c\/li\u003e \u003cli\u003eDetermine which content is generating your best customer engagements\u003c\/li\u003e \u003cli\u003eLearn about BigQuery and Tableau for data integration and visualization\u003c\/li\u003e \u003cli\u003eIncorporate A\/B and usability testing into your optimization program\u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003eDuring the course of this in-depth, end-to-end learning experience, you'll sharpen your core competencies, discover hidden functionality, learn to avoid common pitfalls, and develop next-generation implementation and analysis strategies. This highly engaging skill development resource is packed with annotated screen shots, color diagrams, and special callouts to provide clear, informative, and memorable lessons. Each chapter includes key takeaways and practical action steps and exercises for real-world data capture, reporting, and performance improvement.  \u003c\/p\u003e\u003cp\u003eWhether you're seeking a comprehensive primer or an advanced skill booster, \u003ci\u003eGoogle Analytics Breakthrough\u003c\/i\u003e delivers the reliable expertise you need.    \u003c\/p\u003e\u003cp\u003e\u003cb\u003eGain real proficiency in Google Analytics instrumentation and reporting to drive measurable improvement\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"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.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eGoogle Analytics Breakthrough\u003c\/i\u003e 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.  \u003c\/p\u003e\u003cp\u003eThis 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 \u003ci\u003eGoogle Analytics Breakthrough\u003c\/i\u003e serves as a useful guide on your journey to better understanding and delighting your customers.\"\u003cbr\u003e \u003cb\u003e—Paul Muret, VP, Display, Video Ads, Analytics, Google\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"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. \u003ci\u003eGoogle Analytics Breakthrough\u003c\/i\u003e 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.\"\u003cbr\u003e \u003cb\u003e—Brett Crosby, Co-Founder of Urchin\/Google Analytics\u003c\/b\u003e  \u003c\/p\u003e\u003cul\u003e \u003cli\u003eCampaign-tag inbound PPC, email, social, banner, and remarketing links to really understand which channels are sending traffic and driving ROI.\u003c\/li\u003e \u003cli\u003eCapture the wide range of important user interactions such as video plays, file downloads, and scrolling that Google Analytics does not measure by default.\u003c\/li\u003e \u003cli\u003eImplement custom dimensions and content groups to make Google Analytics \"speak your language\" for yourself and stakeholders.\u003c\/li\u003e \u003cli\u003eConfigure goals, funnels, and Enhanced E-commerce measurement that map to your KPIs for retail, lead generation, and informational websites and mobile apps.\u003c\/li\u003e \u003cli\u003eCreate segments for your audience constituencies to isolate critical performance metrics and amplify trends.\u003c\/li\u003e \u003cli\u003eMeasure across multiple domains and subdomains and understand the journeys of logged-in users across devices.\u003c\/li\u003e \u003cli\u003eIntegrate with advertising networks and CRM to understand long-term customer value.\u003c\/li\u003e \u003cli\u003eMaster Google Tag Manager for basic-to-advanced Google Analytics implementation and deployment workflows.\u003c\/li\u003e \u003cli\u003eLearn a multitude of insider tips, tricks, and key perspectives from the authors and expert contributors in the analytics and optimization industry.\u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989304328421,"sku":"NP9781119144014","price":49.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119144014.jpg?v=1761783593","url":"https:\/\/k12savings.com\/es\/products\/google-analytics-breakthrough-isbn-9781119144014","provider":"K12savings","version":"1.0","type":"link"}