{"product_id":"google-analytics-breakthrough-9781119144014","title":"Google Analytics Breakthrough","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eA complete, start-to-finish guide to Google Analytics instrumentation and reporting    Google Analytics Breakthrough is a much-needed comprehensive resource for the world's most widely adopted analytics tool.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword 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","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866387722583,"sku":"9781119144014","price":30.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119144014.jpg?v=1722278409","url":"https:\/\/bookcurl.com\/products\/google-analytics-breakthrough-9781119144014","provider":"Book Curl","version":"1.0","type":"link"}