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Google Analytics Integrations
About This Book
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.
Frequently asked questions
Information
Chapter 1
Implementation Best Practices
On two occasions I have been asked, “Pray, Mr. Babbage, if you put into the machine wrong figures, will the right answers come out?” I am not able rightly to apprehend the kind of confusion of ideas that could provoke such a question.—Charles Babbage, Passages from the Life of a Philosopher
- Understanding the web analytics process: Before you implement Google Analytics, it is important to understand how the data will be used and how the collection and analysis of data relate to other business areas. This will help you decide on the data needs of your company and which metrics will be used to measure success.
- Implementing and customizing codes: Once your data needs and success metrics are defined, you should start looking for the necessary Google Analytics customizations to implement on your website or app.
- Setting up the Google Analytics interface: Following the code implementation, you will need to set up the Google Analytics interface to make sure it processes your data in the way you want.
- Tagging inbound traffic: In order to accurately measure all your website or app traffic, especially marketing campaigns, you will need to tag inbound links with custom URL parameters called UTMs.
- Managing the implementation: To ensure that your implementation is always tidy, you should always keep track of changes on your Google Analytics account.
Planning Your Implementation
- Start with a clear definition of business goals.
- Build a set of key performance indicators (KPIs) to track goal achievement.
- Collect accurate and complete data.
- Analyze data to extract insights.
- Test alternatives based on assumptions learned from data analysis.
- Implement insights based on either data analysis or website testing.
1. Define Business Goals
2. Build Key Performance Indicators
Table of contents
- Cover
- Table of Contents
- Introduction
- Chapter 1: Implementation Best Practices
- Part I: Official Integrations
- Part II: Custom Integrations
- End User License Agreement