Google Analytics Breakthrough From Zero to Business Impact

Google Analytics Breakthrough : From Zero to Business Impact
ISBN: 9781119144014
Publication Date: 5 October 2016

A 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. 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.

Google Analytics Breakthrough offers practical instruction and expert perspectives on the full range of implementation and reporting skills:

• Learn 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
• Add 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
• Master Google Tag Manager for greater flexibility and process control in implementation
• Set up goals and Enhanced Ecommerce tracking to measure performance against organizational KPIs and configure conversion funnels to isolate drop-off
• Create audience segments that map to your audience constituencies, amplify trends, and help identify optimization opportunities
• Populate custom dimensions that reflect your organization, your content, and your v...