Google Analytics Integrations
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Оглавление
Waisberg Daniel. Google Analytics Integrations
Introduction
Who Needs Google Analytics?
Who Should Read This Book?
How This Book Is Organized
How to Contact the Author
Chapter 1. Implementation Best Practices
Planning Your Implementation
Implementing and Customizing Your Code
Setting Up the Google Analytics Interface
Tagging Your Inbound Traffic
Managing Your Implementations Effectively
Summary
Part I. Official Integrations
Chapter 2. AdWords Integration
Integrating AdWords and Google Analytics
Integration Data, Structure, and Standard Reports
Optimizing AdWords Performance Using Google Analytics
Summary
Chapter 3. AdSense Integration
Integrating AdSense and Google Analytics
Analyzing AdSense Effectiveness Using Google Analytics
Summary
Chapter 4. Mobile Apps Integrations
Viewing Google Play and iTunes Data on Google Analytics
Analyzing Mobile Apps – The Full Customer Journey
Summary
Chapter 5. Webmaster Tools Integration
Linking Webmaster Tools to Google Analytics
Analyzing Webmaster Tools Data onG l A Google Analytics
Summary
Chapter 6. YouTube Integration
Integrating YouTube Into Google Analytics
YouTube Video Tracking in Google Analytics Using Google Tag Manager
Summary
Part II. Custom Integrations
Chapter 7. Custom Data Integration
Methods to Import Data into Google Analytics
Real-World Examples
Limitations and Best Practices
Summary
Chapter 8. User Data Integration
The Siloed Dataset
The User ID
Importing Additional Data
Summary
Chapter 9. Marketing Campaign Data Integration
Google Analytics Acquisition Channels
Tagging Custom Marketing Campaigns
Cost Data Import
Analyzing Marketing Campaigns
Summary
Chapter 10. A/B Testing Data Integration
Integrating Optimizely Data into Google Analytics
Analyzing Test Results
Summary
Chapter 11. Email Data Integration
Tracking Email Opens
Tracking User Behavior Across Devices
Summary
Chapter 12. Offline Data Integration
The Full Customer Journey
Implementation Details and Script
Summary
Отрывок из книги
Thousands of years ago, our ancestors understood the power of weaving flax fibers in a way that would turn long, disparate threads into cohesive pieces of cloth that could be used to warm and protect them. The process has changed along the years; we now have large and complex machines to do the work for us. The main principle is still very similar: A series of parallel threads (warps) is interwoven by another thread (weft) and pressed together.
This book similarly shows that Google Analytics can work very effectively as the weft that interweaves all your data sources, bringing them together as a whole in a cohesive data platform. Very often, you find data all over a company, but data sources run separate from one another, parallel as the warps in a loom, and integrating them may seem like an impossible endeavor. But it shouldn't be like that; all your data should be as tightly integrated as pieces of cloth.
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Basically, this book centralizes everything you need to know about integrating data into Google Analytics, with detailed explanations and screenshots to guide you through this journey. In addition, the book is full of tips and tricks I've learned from many years of hands-on experience (I had a website running Google Analytics a month after it was launched in 2005!). So while some of the information will be available online, you will learn quite a few new tricks from this book!
Please note that while I provide links throughout this book to the Google Analytics Help Center and Developer Documentation, those links are largely here to help readers with specialized needs. Indeed, one of the advantages of using this book as a guide is that you don't have to go through all the details that aren't relevant to your particular situation. Instead, you'll be directed to the specific resources you need at the moment in the process you need them.
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