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Google Analytics Integrations

Book Description

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.

    Table of Contents

    1. Cover Page
    2. Title Page
    3. Copyright
    4. Dedication
    5. About the Author
    6. About the Technical Editor
    7. Credits
    8. Acknowledgments
    9. Contents at a Glance
    10. Contents
    11. Introduction
      1. Who Needs Google Analytics?
      2. Who Should Read This Book?
      3. How This Book Is Organized
      4. How to Contact the Author
    12. 1: Implementation Best Practices
      1. Planning Your Implementation
      2. Implementing and Customizing Your Code
      3. Setting Up the Google Analytics Interface
      4. Tagging Your Inbound Traffic
      5. Managing Your Implementations Effectively
      6. Summary
    13. I: Official Integrations
      1. 2: AdWords Integration
        1. Integrating AdWords and Google Analytics
        2. Integration Data, Structure, and Standard Reports
        3. Optimizing AdWords Performance Using Google Analytics
        4. Summary
      2. 3: AdSense Integration
        1. Integrating AdSense and Google Analytics
        2. Analyzing AdSense Effectiveness Using Google Analytics
        3. Summary
      3. 4: Mobile Apps Integrations
        1. Viewing Google Play and iTunes Data on Google Analytics
        2. Analyzing Mobile Apps—The Full Customer Journey
        3. Summary
      4. 5: Webmaster Tools Integration
        1. Linking Webmaster Tools to Google Analytics
        2. Analyzing Webmaster Tools Data on Google Analytics
        3. Summary
      5. 6: YouTube Integration
        1. Integrating YouTube Into Google Analytics
        2. YouTube Video Tracking in Google Analytics Using Google Tag Manager
        3. Summary
    14. II: Custom Integrations
      1. 7: Custom Data Integration
        1. Methods to Import Data into Google Analytics
        2. Real-World Examples
        3. Importing Product Profit Margin Data
        4. Limitations and Best Practices
        5. Summary
      2. 8: User Data Integration
        1. The Siloed Dataset
        2. The User ID
        3. Importing Additional Data
        4. Summary
      3. 9: Marketing Campaign Data Integration
        1. Google Analytics Acquisition Channels
        2. Tagging Custom Marketing Campaigns
        3. Cost Data Import
        4. Analyzing Marketing Campaigns
        5. Summary
      4. 10: A/B Testing Data Integration
        1. Integrating Optimizely Data into Google Analytics
        2. Analyzing Test Results
        3. Summary
      5. 11: Email Data Integration
        1. Tracking Email Opens
        2. Tracking User Behavior Across Devices
        3. Step 2: Add the MailChimp ID to the Links in Your Emails
        4. Summary
      6. 12: Offline Data Integration
        1. The Full Customer Journey
        2. Implementation Details and Script
        3. Summary
    15. Index