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• Foreword
• Acknowledgments
• About the Author(s)
• About the Contributors
• 1 Introduction
• Why This Book?
• Who Should Read This Book?
• Chapter Summary
• Get Started
• 2 Google Analytics Reporting Overview: User Characteristics and Behavior
• Google Analytics Reporting: User Characteristics and Behavior
• Dimensions and Metrics
• Real-Time Reports
• Key Takeaways
• Actions and Exercises
• 3 Measurement Strategy
• Objective: Business Impact
• Measurement Plan
• Six Steps for Analytics Effectiveness
• Key Takeaways
• Actions and Exercises
• 4 Account Creation and Tracking Code Installation
• Creating a Google Analytics Account
• Google Analytics Account Structure
• Installing the Tracking Code
• Key Takeaways
• Actions and Exercises
• 5 Google Tag Manager Concepts
• Google Tag Manager Concepts
• Benefits of Google Tag Manager
• Creating a Google Tag Manager Account and Container
• Deploying Google Analytics through Google Tag Manager
• Access Rights
• Migrating to Google Tag Manager from Native Tracking
• GTM ENVIRONMENTS
• Key Takeaways
• Actions and Exercises
• 6 Events, Virtual Pageviews, Social Actions, and Errors
• The Need for Event Tracking
• Event Tracking in GTM
• Virtual Pageviews
• Tracking Google Analytics Events through the Google Tag Manager Data Layer and Custom Event Trigger
• Tracking Social Interactions
• Error Tracking
• Key Takeaways
• Actions and Exercises
• 7 Acquisition Reports
• Acquisition Terminology and Concepts
• Campaign Tracking: Google Analytics Needs Your Help for Attribution
• Channel Customizations
• Tracking Organic Traffic
• Key Takeaways
• Actions and Exercises
• Note
• 8 Goal and Ecommerce Tracking
• Goal Tracking
• Ecommerce Tracking
• Multi-Channel Funnel Reports
• Integrating with Third-Party Shopping Carts
• Key Takeaways
• Actions and Exercises
• 9 View Settings, View Filters, and Access Rights
• Why Do We Need Multiple Views?
• Best Practice: Working, Test, and Unfiltered Views
• View Settings
• View Filters
• Access Rights
• Change History
• Trash Can
• Key Takeaways
• Actions and Exercises
• 10 Segments
• Segment to Focus and Amplify
• Mapping Customer Constituencies as Custom Segments
• Sampling
• Segments versus Filtered Views
• Key Takeaways
• Actions and Exercises
• Note
• 11 Dashboards, Custom Reports, and Intelligence Alerts
• Dashboards
• Custom Reports
• Shortcuts
• Intelligence Alerts
• Annotations
• Key Takeaways
• Actions and Exercises
• 12 Implementation Customizations
• Custom Dimensions
• Content Grouping
• Custom Metrics
• Calculated Metrics
• Demographics and Interests
• Enhanced Link Attribution
• Tracking Info Customizations
• Cross-Domain and Roll-Up Reporting
• Cross-Device Tracking with User ID
• Key Takeaways
• Actions and Exercises
• 13 Mobile App Measurement
• Tracking Mobile Apps
• Why is Mobile Important
• Mobile Strategies
• What to Measure
• Mobile configuration in Google Analytics
• Setting up Google Analytics in Your App
• Account Structure Best Practices in Mobile Properties
• Real-time app reporting
• Integrations
• Mobile Campaign Tracking
• Mobile Privacy
• Key Takeaways
• Actions and Exercises
• 14 Google Analytics Integrations— The Power of Together
• AdWords
• AdSense
• YouTube in GA
• Analytics 360 Integrations
• Additional Integrations
• Key Takeaways
• Actions and Exercises
• 15 Integrating Google Analytics with CRM Data
• Long-Term Perspective
• Calculating Cost per Qualified Lead
• Joining Google Analytics and CRM Data with Visitor ID
• Key Takeaways
• Actions and Exercises
• 16 Advanced Reporting and Visualization with Third-Party Tools
• Framing the Issue: How to Get Data Out of GA
• ETLV–The Full Reporting Automation Cycle
• Advanced Use Cases for BigQuery/Tableau
• Key Takeaways
• Actions and Exercises
• 17 Data Import and Measurement Protocol
• Data Import
• Measurement Protocol
• Key Takeaways
• Actions and Exercises
• 18 Analytics 360
• Why Analytics 360?
• Increased Capacity
• Service-Level Agreements (SLAs)
• Analytics 360 Resources
• Where to Buy—Resellers or Google Direct?
• Key Takeaways
• Actions and Exercises
• Appendix A: Broadening Your Optimization Program
• Qualitative Inputs
• Overlay Reporting
• Testing
• Marketing Automation and Personalization
• Notes
• Appendix B: Resources
• Index
• EULA