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| GOOGLE ANALYTICS INTEGRATIONS |
In google analytics integrations, expert daniel waisberg provides to web professionals a roadmap for turning google analytics into a centralized marketing-analysis platform to glean more insightful data about their customers' behavior. many marketers are still seeing a single part of their visitors' interaction with their businesses: they can't see all the factors (and data) that affect their websites and apps. this happens mainly because data is scattered over multiple data silos, making it hard for professionals to integrate all sources of information into one place. in addition, some platforms and networks still protect their data, making it almost impossible to create a full picture of the customer.
introduction
1 implementation best practices
planning your implementation
define business goals
build key performance indicators
collect data
analyze data
test alternatives
implement insights
implementing and customizing your code
cross domain tracking
enhanced ecommerce
custom dimensions
download clicks
advanced content tracking
troubleshooting code implementation
setting up the google analytics interface
setting up goals
focusing on potential customers
removing parameters that do not point to unique content
eliminating duplicate pages
setting up site search
enabling display advertising and demographics reports
excluding referrals
tagging your inbound traffic
tagging custom campaigns
tagging feed burner traffic
managing your implementations effectively
creating raw data and staging views
creating an analytics staging property
keeping track of implementation and configuration changes
keeping track of external and overall changes with annotations
i official integrations
2 adwords integration
integrating adwords and google analytics
linking adwords and analytics
deleting and editing the google analytics and adwords link
top 10 causes of google analytics and adwords data discrepancies
integration data, structure, and standard reports
adwords dimensions and metrics in google analytics
adwords account structure overview
adwords standard reports overview
optimizing adwords performance using google analytics
identifying winners and losers--the abc framework
finding negative keywords with custom reports
creating remarketing lists using google analytics data
optimizing shopping campaigns
3 adsense integration
integrating adsense and google analytics
linking analytics to adsense
linking multiple adsense accounts and/or google analytics properties
unlinking and managing access to data
data discrepancies between google analytics and adsense
analyzing adsense effectiveness using google analytics
adsense overview
adsense pages
adsense referrers
google analytics dashboard to monitor adsense performance
4 mobile apps integrations
viewing google play and itunes data on google analytics
android sdk v4: setting up install tracking and campaign measurement
ios sdk v3: setting up install tracking and campaign measurement
analyzing mobile apps--the full customer journey
sources reports
google play referral flow report
5 webmaster tools integration
linking webmaster tools to google analytics
analyzing webmaster tools data on google analytics
queries report
landing pages
geographical summary
6 youtube integration
integrating youtube into google analytics
youtube video tracking in google analytics using google tag manager
implementation details
custom report to monitor video performance
ii custom integrations
7 custom data integration
methods to import data into google analytics
the measurement protocol
data import
real-world examples
importing content data
importing product profit margin data
importing refund data
limitations and best practices
8 user data integration
the siloed dataset
the user id
creating a user id view
setting the user id
storing the user id
importing additional data
9 marketing campaign data integration
google analytics acquisition channels
tagging custom marketing campaigns
measuring online campaigns
measuring offline campaigns
cost data import
the cost data import process
analyzing marketing campaigns
10 a/b testing data integration
integrating optimizely data into google analytics
sending test variations as events for advanced segmentation
analyzing test results
ending your tests
dealing with "no significant difference"
11 email data integration
tracking email opens
step 1: create a custom metric
step 2: create an email campaign
step 3: add the google analytics code to your email
step 4: send your email and analyze the results
tracking user behavior across devices
step 1: set up a user id view in google analytics
step 2: add the mail chimp id to the links in your emails
step 3: send the user id to google analytics
bonus step: add a custom dimension with a user id value
12 offline data integration
the full customer journey
implementation details and script
step 1: define your data collection needs
step 2: create the google form
step 3: add and edit the script to match your needs
step 4: add a trigger
step 5: make sure the form is being filled
and finally...the script!
summary
index
Author : Daniel waisberg
Publication : Wiley
Isbn : 9788126556441
Store book number : 107
NRS 1120.00
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