Google Analytics Integrations

02.06.2015

Englisch

9781119053064

John Wiley & Sons

Nein

Daniel Waisberg

216

Broschiert

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.

Computer Science, Google Analytics, Informatik, Internet, Internet Business, Web Site Development / Electronic Commerce, Web-Entwicklung, Web-Entwicklung / Electronic Commerce

UMW - Webprogrammierung

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 Losers--The 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 Apps--The 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 107 The Measurement Protocol 108 Data Import 108 Real-World Examples 111 Importing Content Data 111 Importing Product Profi t Margin Data 116 Importing Refund Data 117 Limitations and Best Practices 117 Summary 119 8 User Data Integration 121 The Siloed Dataset 121 The User ID 122 Creating a User ID View 124 Setting the User ID 127 Storing the User ID 129 Importing Additional Data 130 Summary 133 9 Marketing Campaign Data Integration 135 Google Analytics Acquisition Channels 135 Tagging Custom Marketing Campaigns 137 Measuring Online Campaigns 139 Measuring Offline Campaigns 140 Cost Data Import 141 The Cost Data Import Process 142 Analyzing Marketing Campaigns 147 Summary 148 10 A/B Testing Data Integration 149 Integrating Optimizely Data into Google Analytics 149 Sending Test Variations as Events for Advanced Segmentation 151 Analyzing Test Results 155 Ending Your Tests 155 Dealing with "No Signifi cant Difference" 156 Summary 157 11 Email Data Integration 159 Tracking Email Opens 159 Step 1: Create a Custom Metric 160 Step 2: Create an Email Campaign 161 Step 3: Add the Google Analytics Code to Your Email 161 Step 4: Send Your Email and Analyze the Results 163 Tracking User Behavior Across Devices 165 Step 1: Set Up a User ID View in Google Analytics 166 Step 2: Add the MailChimp ID to the Links in Your Emails 166 Step 3: Send the User ID to Google Analytics 167 Bonus Step: Add a Custom Dimension with a User ID Value 168 Summary 171 12 Offline Data Integration 173 The Full Customer Journey 173 Implementation Details and Script 174 Step 1: Defi ne Your Data Collection Needs 174 Step 2: Create the Google Form 175 Step 3: Add and Edit the Script to Match Your Needs 176 Step 4: Add a Trigger 176 Step 5: Make Sure the Form Is Being Filled 176 And Finally...The Script! 177 Summary 178 Index 181

233 mm

18.7 cm