Google Analytics Breakthrough: From Zero to Business Impact

Gain real proficiency in Google Analytics instrumentation and reporting to drive measurable improvement

"Throughout the decade–plus history of Google Analytics, how people access online information has constantly evolved. We′ve seen an explosion of new devices, channels, and formats that each introduce new challenges for measuring online behavior. Today, the user journey is increasingly fragmented as people engage with websites and apps on the go and in shorter slices of time. As Google Analytics has grown over the years, we′ve kept this same focus on understanding and serving customers.

Google Analytics Breakthrough is a comprehensive resource that will help you become a more user–centric marketer, developer, or analyst. You′ll develop a framework for how to think strategically about digital analytics and get a nuts–and–bolts understanding of how Google Analytics works. Know which questions to ask and learn how to answer them with deep dives into topics like attribution and goal tracking.

This book is written with its user, you the reader, in mind. Each chapter features insightful illustrations that explain key concepts and recommended next steps that help you get started. You′ll also learn from industry experts and leading practitioners as they share their tips and insights. I hope that Google Analytics Breakthrough serves as a useful guide on your journey to better understanding and delighting your customers."
Paul Muret, VP, Display, Video Ads, Analytics, Google

"As one of the founders of Urchin, I have watched the evolution, expansion, and nearly universal adoption of our tool known since 2005 as Google Analytics with some amazement and a great deal of pride. Now more than ever, the capabilities of Google Analytics allow you to gain real insights and simply make better, data–driven decisions about your digital properties. Google Analytics Breakthrough provides the core concepts as well as the specific techniques that you′ll need to take confident action and drive real performance improvement with Google Analytics."
Brett Crosby, Co–Founder of Urchin/Google Analytics

Campaign–tag inbound PPC, email, social, banner, and remarketing links to really understand which channels are sending traffic and driving ROI. Capture the wide range of important user interactions such as video plays, file downloads, and scrolling that Google Analytics does not measure by default. Implement custom dimensions and content groups to make Google Analytics "speak your language" for yourself and stakeholders. Configure goals, funnels, and Enhanced E–commerce measurement that map to your KPIs for retail, lead generation, and informational websites and mobile apps. Create segments for your audience constituencies to isolate critical performance metrics and amplify trends. Measure across multiple domains and subdomains and understand the journeys of logged–in users across devices. Integrate with advertising networks and CRM to understand long–term customer value. Master Google Tag Manager for basic–to–advanced Google Analytics implementation and deployment workflows. Learn a multitude of insider tips, tricks, and key perspectives from the authors and expert contributors in the analytics and optimization industry.

FERAS ALHLOU is co–founder and Principal Consultant at E–Nor (founded in 2003). He′s built an industry–thought–leader organization providing marketing intelligence solutions to some of the world′s most recognized brands.

SHIRAZ ASIF is co–founder and Vice President of Analytics at E–Nor. He has extensive background in solutions architecture for Web and mobile analytics, report automation, and data analysis.

ERIC FETTMAN is a founder of E–Nor Analytics University and an analytics trainer at E–Nor. He seeks to empower his students in digital analytics and optimization as well as all professional endeavors.