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Google Analytics Breakthrough: From Zero to Business Impact

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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 b 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.


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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 b 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.

30 review for Google Analytics Breakthrough: From Zero to Business Impact

  1. 4 out of 5

    Marko Pacar

    My only problem with this book is that it tries really hard to be useful both for complete newbies and intermediate-level folk. While this isn't necessarily a bad thing, more often than not it's done a bit sloppy. Google Analytics Breakthrough is a fantastic intermediate level book on Google Analytics but it's not really suitable for complete beginners as it leaves a lot of questions unanswered. This poses a problem, as a large (about 30%) portion of the book is kind-of useless for people with p My only problem with this book is that it tries really hard to be useful both for complete newbies and intermediate-level folk. While this isn't necessarily a bad thing, more often than not it's done a bit sloppy. Google Analytics Breakthrough is a fantastic intermediate level book on Google Analytics but it's not really suitable for complete beginners as it leaves a lot of questions unanswered. This poses a problem, as a large (about 30%) portion of the book is kind-of useless for people with prior experience and it's not really beginner friendly. I would much rather prefer the authors to write two separate books - GA basics and GA advanced, "GA advanced" being this book, maybe with a bit of extras included to cover the loss of basics. Other than that, it's a great book - a lot of practical examples and tips from experts. It has a nice logical structure and is easy to read. Best of all, it covers some of the most important points of digital analytics - why to use it, how to use it and how to interpret the data. It's a must read for everyone who is serious about digital analytics and is looking for a good book to cover a wide range of relevant topics.

  2. 5 out of 5

    Sassan

    Tedious but vital read

  3. 4 out of 5

    CT Ray

    Excellent in-depth coverage of Google Analytics that not only covers all the features of this powerful tool, but gives practical advice on gaining insights from the data and best practices for getting the most out of it. The only reason I deducted a star is because some of the information is out of date. The book was published in 2016 so some of the GA screens have changed and Data Studio is not mentioned at all. Still, I found this to be a great resource which I'm sure I'll reference often in the Excellent in-depth coverage of Google Analytics that not only covers all the features of this powerful tool, but gives practical advice on gaining insights from the data and best practices for getting the most out of it. The only reason I deducted a star is because some of the information is out of date. The book was published in 2016 so some of the GA screens have changed and Data Studio is not mentioned at all. Still, I found this to be a great resource which I'm sure I'll reference often in the future!

  4. 5 out of 5

    Carole Martell

    As a few have stated, this book would be more digestible and approachable should it be split up by skill level.

  5. 4 out of 5

    Ecky

    Exceptionally interesting for this kind of subject.

  6. 5 out of 5

    Gabriel Adamante

    It's a great book, both for pros and newbies.

  7. 5 out of 5

    Kaloyan Yankulov

  8. 5 out of 5

    Ilona

  9. 5 out of 5

    Ed

  10. 4 out of 5

    Kristina

  11. 4 out of 5

    Wu-Fan

  12. 4 out of 5

    Stephen Rynkiewicz

    Excellent resource in configuring Google Analytics to track events, tags and other data that help decision makers.

  13. 4 out of 5

    Brandon Anderson

  14. 5 out of 5

    Tom Ashworth

  15. 5 out of 5

    jennet wheatstonelllsl Proc

  16. 5 out of 5

    Peter

  17. 5 out of 5

    Avijeet Tuhin

  18. 5 out of 5

    John

  19. 5 out of 5

    Mandy

  20. 4 out of 5

    Matthias

  21. 5 out of 5

    Scott

  22. 5 out of 5

    marcello Zagottis

  23. 4 out of 5

    Anette

  24. 5 out of 5

    Marius Vilemaitis

  25. 4 out of 5

    Joel Valdez

  26. 5 out of 5

    Tracy

  27. 4 out of 5

    Ann McDowell

  28. 4 out of 5

    Kolja

  29. 5 out of 5

    Andrew Yim

  30. 4 out of 5

    Joao Carlos Santiago Filho

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