Google Analytics Breakthrough: From Zero to Business Impact

4.27 avg rating
( 41 ratings by Goodreads )
 
9781119144014: Google Analytics Breakthrough: From Zero to Business Impact
View all copies of this ISBN edition:
 
 

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 visitors so Google Analytics can speak your language
  • Gain a more complete view of customer behavior with mobile app and cross-device tracking
  • Incorporate 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
  • Improve data storytelling and foster analytics adoption in the enterprise

Millions 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 Google Analytics Breakthrough, you can address the gaps in your own still set, transcend the common limitations, and begin using Google Analytics for real competitive advantage.

Critical 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.

"synopsis" may belong to another edition of this title.

From the Back Cover:

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.

From the Inside Flap:

Millions 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. Google Analytics Breakthrough 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.

With 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, Google Analytics Breakthrough will enable you to understand your successes and identify improvement opportunities.

  • Initiate and successfully drive analytics adoption throughout your enterprise
  • Assess the long-term value of your traffic channels
  • Determine which content is generating your best customer engagements
  • Learn about BigQuery and Tableau for data integration and visualization
  • Incorporate A/B and usability testing into your optimization program

During 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.

Whether you're seeking a comprehensive primer or an advanced skill booster, Google Analytics Breakthrough delivers the reliable expertise you need.

"About this title" may belong to another edition of this title.

Other Popular Editions of the Same Title

9788126564804: Google Analytics Breakthrough: From Zero to Business Impact

Featured Edition

ISBN 10:  8126564806 ISBN 13:  9788126564804
Publisher: Wiley India, 2016
Hardcover

Top Search Results from the AbeBooks Marketplace

International Edition
International Edition

1.

Alhlou, Feras; Asif, Shiraz; Fettman, Eric
Published by Wiley
ISBN 10: 1119144019 ISBN 13: 9781119144014
New Hardcover Quantity Available: 16
International Edition
Seller:
Ben's Book Shop
(Wilmington, DE, U.S.A.)
Rating
[?]

Book Description Wiley. Hardcover. Condition: New. 1119144019 Paperback. Book Condition: New. This is an International Edition. Brand new. Seller Inventory # INDMKT-9788126564804

More information about this seller | Contact this seller

Buy New
US$ 21.13
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds
International Edition
International Edition

2.

Feras Alhlou, Shiraz Asif &? Eric Fettman
ISBN 10: 1119144019 ISBN 13: 9781119144014
New Hardcover First Edition Quantity Available: > 20
International Edition
Seller:
LowPriceBookDeals
(Wilmington, DE, U.S.A.)
Rating
[?]

Book Description Hardcover. Condition: New. 1st edition. Brand NEW, Paperback International Edition. Black & White or color, Cover and ISBN may be different but similar contents as US editions. Standard delivery takes 5-9 business days by USPS/DHL with tracking number. Choose expedited shipping for superfast delivery 3-5 business days by UPS/DHL/FEDEX. We also ship to PO Box addresses but by Standard delivery and shipping charges will be extra. International Edition Textbooks may bear a label -Not for sale in the U.S. or Canada- etc. printed only to discourage U.S. students from obtaining an affordable copy. Legal to use despite any disclaimer on cover as per US court. No access code or CD included unless specified. In some instances, the international textbooks may have different exercises at the end of the chapters. Printed in English. We may ship the books from multiple warehouses across the globe, including India depending upon the availability of inventory storage. In case of orders from Europe, custom charges may comply by the relevant government authority and we are not liable for it. 100% Customer satisfaction guaranteed! Please feel free to contact us for any queries. Seller Inventory # AB_US_1563652

More information about this seller | Contact this seller

Buy New
US$ 21.40
Convert currency

Add to Basket

Shipping: US$ 3.95
Within U.S.A.
Destination, rates & speeds
International Edition
International Edition

3.

Feras Alhlou; Shiraz Asif; Eric Fettman
ISBN 10: 1119144019 ISBN 13: 9781119144014
New Hardcover Quantity Available: 1
International Edition
Seller:
US_Superfast_Bookstore
(New Castle, DE, U.S.A.)
Rating
[?]

Book Description Hardcover. Condition: NEW. International Edition, Hardcover, Brand New, ISBN and Cover image may differ but contents similar to U.S. Edition, Printed in Black & White. End Chapter Exercises may differ. No CD/Access code. Legal to use despite any disclaimer, We do not ship to PO , APO and FPO adresses.Choose Expedited Shipping for FASTER DELIVERY within 4-5 business days.Customer Satisfaction Guaranteed. Seller Inventory # US_9788126564804

More information about this seller | Contact this seller

Buy New
US$ 25.40
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds
International Edition
International Edition

4.

Feras Alhlou, Shiraz Asif, Eric Fettman
ISBN 10: 1119144019 ISBN 13: 9781119144014
New Quantity Available: 2
International Edition
Seller:
firstbookstore
(New Delhi, India)
Rating
[?]

Book Description Condition: Brand New. Brand New Paperback International Edition, Perfect Condition. Printed in English. Excellent Quality, Service and customer satisfaction guaranteed!. Seller Inventory # AINDN-49265

More information about this seller | Contact this seller

Buy New
US$ 28.93
Convert currency

Add to Basket

Shipping: FREE
From India to U.S.A.
Destination, rates & speeds
International Edition
International Edition

5.

Feras Alhlou, Shiraz Asif, Eric Fettman
ISBN 10: 1119144019 ISBN 13: 9781119144014
New Quantity Available: 5
International Edition
Seller:
Bookshub
(Karol Bagh, India)
Rating
[?]

Book Description Condition: New. New. International edition. Different ISBN and Cover image but contents are same as US edition. Perfect condition. Customer satisfaction our priority. Seller Inventory # ABE-SEP-92738

More information about this seller | Contact this seller

Buy New
US$ 29.23
Convert currency

Add to Basket

Shipping: FREE
From India to U.S.A.
Destination, rates & speeds
International Edition
International Edition

6.

Feras Alhlou, Shiraz Asif, Eric Fettman
ISBN 10: 1119144019 ISBN 13: 9781119144014
New Quantity Available: 5
International Edition
Seller:
EBOOKSTORE2010
(New Delhi, ND, India)
Rating
[?]

Book Description Condition: Brand New. New. SoftCover International edition. Different ISBN and Cover image but contents are same as US edition. Customer Satisfaction guaranteed!!. Seller Inventory # SHUB92738

More information about this seller | Contact this seller

Buy New
US$ 29.28
Convert currency

Add to Basket

Shipping: FREE
From India to U.S.A.
Destination, rates & speeds
International Edition
International Edition

7.

Feras Alhlou, Shiraz Asif, Eric Fettman
ISBN 10: 1119144019 ISBN 13: 9781119144014
New Softcover Quantity Available: 10
International Edition
Seller:
Rating
[?]

Book Description Softcover. Condition: Brand New. .. International Edition, ISBN and Cover image may differ but contents similar to U.S. Edition, Printed in Black & White or color. Territorial restrictions may be printed on the book. GET IT FAST within 3-5 business days by DHL/FedEx/Aramex and tracking number will be uploaded into your order page within 24-48 hours. Kindly provide day time phone number in order to ensure smooth delivery. No shipping to PO BOX, APO, FPO addresses. 100% Customer satisfaction guaranteed!. . Seller Inventory # STB105180

More information about this seller | Contact this seller

Buy New
US$ 29.99
Convert currency

Add to Basket

Shipping: FREE
From India to U.S.A.
Destination, rates & speeds
International Edition
International Edition

8.

Feras Alhlou, Shiraz Asif, Eric Fettman
ISBN 10: 1119144019 ISBN 13: 9781119144014
New Softcover Quantity Available: 2
International Edition
Seller:
Romtrade Corp.
(STERLING HEIGHTS, MI, U.S.A.)
Rating
[?]

Book Description Condition: New. Brand New Paperback International Edition.We Ship to PO BOX Address also. EXPEDITED shipping option also available for faster delivery.This item may ship fro the US or other locations in India depending on your location and availability. Seller Inventory # AUSBNN-49265

More information about this seller | Contact this seller

Buy New
US$ 31.49
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds
International Edition
International Edition

9.

Feras Alhlou, Shiraz Asif, Eric Fettman
ISBN 10: 1119144019 ISBN 13: 9781119144014
New Softcover Quantity Available: 5
International Edition
Seller:
Basi6 International
(Irving, TX, U.S.A.)
Rating
[?]

Book Description Condition: Brand New. New, SoftCover International edition. Different ISBN and Cover image but contents are same as US edition. Excellent Customer Service. Seller Inventory # ABEUSAAUG18-92738

More information about this seller | Contact this seller

Buy New
US$ 31.51
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds
International Edition
International Edition

10.

Feras Alhlou; Shiraz Asif; Eric Fettman
ISBN 10: 1119144019 ISBN 13: 9781119144014
New Hardcover Quantity Available: 1
International Edition
Seller:
Sunshine Book Store
(Wilmington, DE, U.S.A.)
Rating
[?]

Book Description Hardcover. Condition: NEW. International Edition, Hardcover, Brand New, ISBN and Cover image may differ but contents similar to U.S. Edition, Printed in Black & White. End Chapter Exercises may differ. No CD/Access code. Legal to use despite any disclaimer, We do not ship to PO , APO and FPO adresses.Choose Expedited Shipping for FASTER DELIVERY within 4-5 business days.Customer Satisfaction Guaranteed. Seller Inventory # DU_9788126564804

More information about this seller | Contact this seller

Buy New
US$ 28.03
Convert currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, rates & speeds

There are more copies of this book

View all search results for this book