Google Analytics Integrations

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.

Auteur

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.

Contenu

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 LosersThe 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 AppsThe 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 ...