Get a complete view of your customers and make your marketing analysis more meaningful
How well do you really know your customers? Find out with the help of expert author Daniel Waisberg and Google Analytics Integrations. This unique guide takes you well beyond the basics of using Google Analytics to track metrics, showing you how to transform this simple data collection tool into a powerful, central marketing analysis platform for your organization. You'll learn how Google AdWords, AdSense, CRMs, and other data sources can be used together to deliver actionable insights about your customers and their behavior.
* Explains proven techniques and best practices for collecting clean and accurate information from the start
* Shows you how to import your organization's marketing and customer data into Google Analytics
* Illustrates the importance of taking a holistic view of your customers and how this knowledge can transform your business
* Provides step-by-step guidance on using the latest analytical tools and services to gain a complete understanding of your customers, their needs, and what motivates them to take action
Google Analytics Integration is your in-depth guide to improving your data integration, behavioral analysis, and ultimately, your bottom line.
Autorentext
DANIEL WAISBERG is an Analytics Advocate at Google, where he fosters Analytics by educating and inspiring professionals when it comes to making data-driven decisions; he spends a considerable amount of his time analyzing and visualizing data to come up with interesting and actionable stories. Daniel is
also the Founder & Editor of online-behavior.com, a respected Analytics portal.
Inhalt
Introduction xxi
1 Implementation Best Practices 1
Planning Your Implementation 2
1 Define Business Goals 3
2 Build Key Performance Indicators 3
3 Collect Data 4
4 Analyze Data 4
5 Test Alternatives 5
6 Implement Insights 5
Implementing and Customizing Your Code 6
Cross Domain Tracking 7
Enhanced Ecommerce 7
Custom Dimensions 7
Download Clicks 8
Advanced Content Tracking 8
Troubleshooting Code Implementation 9
Setting Up the Google Analytics Interface 9
Setting Up Goals 9
Focusing on Potential Customers 10
Removing Parameters That Do Not Point to Unique Content 11
Eliminating Duplicate Pages 11
Setting Up Site Search 12
Enabling Display Advertising and Demographics Reports 13
Excluding Referrals 13
Tagging Your Inbound Traffi c 14
Tagging Custom Campaigns 14
Tagging FeedBurner Traffi c 15
Managing Your Implementations Effectively 17
Creating Raw Data and Staging Views 17
Creating an Analytics Staging Property 18
Keeping Track of Implementation and Confi guration Changes 18
Keeping Track of External and Overall Changes with Annotations 19
Summary 20
I Offi cial Integrations 21
2 AdWords Integration 23
Integrating AdWords and Google Analytics 23
Linking AdWords and Analytics 23
Deleting and Editing the Google Analytics and AdWords Link 29
Top 10 Causes of Google Analytics and AdWords Data Discrepancies 30
Integration Data, Structure, and Standard Reports 31
AdWords Dimensions and Metrics in Google Analytics 31
AdWords Account Structure Overview 34
AdWords Standard Reports Overview 36
Optimizing AdWords Performance Using Google Analytics 48
Identifying Winners and LosersThe ABC Framework 48
Finding Negative Keywords with Custom Reports 50
Creating Remarketing Lists Using Google Analytics Data 51
Optimizing Shopping Campaigns 54
Summary 55
3 AdSense Integration 57
Integrating AdSense and Google Analytics 57
Linking Analytics to AdSense 57
Linking Multiple AdSense Accounts and/or Google Analytics Properties 60
Unlinking and Managing Access to Data 61
Data Discrepancies Between Google Analytics and AdSense 61
Analyzing AdSense Effectiveness Using Google Analytics 62
AdSense Overview 63
AdSense Pages 64
AdSense Referrers 68
Google Analytics Dashboard to Monitor AdSense Performance 69
Summary 72
4 Mobile Apps Integrations 73
Viewing Google Play and iTunes Data on Google Analytics 73
Android SDK v4: Setting Up Install Tracking and Campaign Measurement 74
iOS SDK v3: Setting Up Install Tracking and Campaign Measurement 78
Analyzing Mobile AppsThe Full Customer Journey 81
Sources Reports 82
Google Play Referral Flow Report 85
Summary 86
5 Webmaster Tools Integration 87
Linking Webmaster Tools to Google Analytics 87
Analyzing Webmaster Tools Data on Google Analytics 89
Queries Report 90
Landing Pages 91
Geographical Summary 94
Summary 96
6 YouTube Integration 97
Integrating YouTube Into Google Analytics 97
YouTube Video Tracking in Google Analytics Using Google Tag Manager 99
Implementation Details 100
Custom Report to Monitor Video Performance 103
Summary 103
II Custom Integrations 105
7 Custom Data Integration 107
Methods to Import Data into Google Analytics ...