Practical Google Analytics and Google Tag Manager for Developers (Paperback)

Jonathan Weber

  • 出版商: Apress
  • 出版日期: 2015-10-29
  • 售價: $3,360
  • 貴賓價: 9.5$3,192
  • 語言: 英文
  • 頁數: 296
  • 裝訂: Paperback
  • ISBN: 148420266X
  • ISBN-13: 9781484202661
  • 相關分類: Google Analytics
  • 海外代購書籍(需單獨結帳)



Whether you’re a marketer with development skills or a full-on web developer/analyst, Practical Google Analytics and Google Tag Manager for Developers shows you how to implement Google Analytics using Google Tag Manager to jumpstart your web analytics measurement.


There’s a reason that so many organizations use Google Analytics. Effective collection of data with Google Analytics can reduce customer acquisition costs, provide priceless feedback on new product initiatives, and offer insights that will grow a customer or client base. So where does Google Tag Manager fit in?


Google Tag Manager allows for unprecedented collaboration between marketing and technical teams, lightning fast updates to your site, and standardization of the most common tags for on-site tracking and marketing efforts. To achieve the rich data you're really after to better serve your users’ needs, you'll need the tools Google Tag Manager provides for a best-in-class implementation of Google Analytics measurement on your site.


Written by data evangelist and Google Analytics expert Jonathan Weber and the team at LunaMetrics, this book offers foundational knowledge, a collection of practical Google Tag Manager recipes, well-tested best practices, and troubleshooting tips to get your implementation in tip-top condition. It covers topics including:


• Google Analytics implementation via Google Tag Manager

• How to customize Google Analytics for your unique situation

• Using Google Tag Manager to track and analyze interactions across multiple devices and touch points

• How to extract data from Google Analytics and use Google BigQuery to analyze Big Data questions




What you’ll learn

  • Implementation approaches for Google Analytics, including common pitfalls and troubleshooting strategies.
  • How to use tools like Google Tag Manager and jQuery to jumpstart your Google Analytics implementation.
  • How to track metrics beyond page views to other critical user interactions, such as clicks on outbound links or downloads, scrolling and page engagement, usage of AJAX forms, and much more.
  • How to incorporate additional, customized data into Google Analytics to track individual users or enrich data about their behavior.

Who this book is for

Web developers, data analysts, and marketers with a basic familiarity with Google Analytics from an end-user perspective, as well as some knowledge of HTML and JavaScript.

Table of Contents

  • Google Analytics Fundamentals


  • Basic Google Analytics Measurement


  • Introducing Google Tag Manager (GTM)


  • Testing Your Implementation


  • Tracking Interactions using Google Tag Manager


  • Goals: Measuring Conversions


  • Ecommerce: Tracking Products and Purchases


  • Cleaning Up and Enriching Data


  • Measuring Campaigns and Troubleshooting Traffic Sources


  • Tracking Users Across Devices


  • Providing Additional Data about your Users


  • GA’s Measurement Protocol: Collecting data from anywhere


  • Collecting Data from Mobile Apps with GA & GTM


  • Importing Data into GA


  • Using GA with BigQuery for Big Data analysis


  • Appendix: Google Tag Manager and Google APIs


無論您是具有開發技能的營銷人員還是一位全職網站開發/分析師,《實用的Google Analytics和Google Tag Manager開發指南》將向您展示如何使用Google Tag Manager實施Google Analytics,以加速您的網站分析測量。

有很多組織使用Google Analytics的原因。有效地使用Google Analytics收集數據可以降低客戶獲取成本,提供對新產品計劃的寶貴反饋,並提供增長客戶或客戶群的洞察。那麼Google Tag Manager的作用是什麼呢?

Google Tag Manager允許營銷和技術團隊之間實現前所未有的協作,快速更新您的網站,並對網站追蹤和營銷努力中最常見的標籤進行標準化。為了獲得真正豐富的數據,以更好地滿足用戶需求,您需要Google Tag Manager提供的工具,以在您的網站上實現最佳的Google Analytics測量。

本書由數據傳道者和Google Analytics專家Jonathan Weber以及LunaMetrics團隊撰寫,提供基礎知識、實用的Google Tag Manager實施方法、經過充分測試的最佳實踐和疑難排解技巧,以使您的實施達到最佳狀態。它涵蓋的主題包括:

- 通過Google Tag Manager實施Google Analytics
- 如何根據您的獨特情況自定義Google Analytics
- 使用Google Tag Manager跟踪和分析多個設備和觸點上的互動
- 如何從Google Analytics提取數據並使用Google BigQuery分析大數據問題


- Google Analytics的實施方法,包括常見問題和疑難排解策略。
- 如何使用Google Tag Manager和jQuery來加速您的Google Analytics實施。
- 如何跟踪除了頁面瀏覽之外的其他重要用戶互動,例如點擊外部鏈接或下載、滾動和頁面參與度、使用AJAX表單等。
- 如何將其他自定義數據納入Google Analytics,以跟踪個別用戶或豐富有關其行為的數據。

本書適合對Google Analytics有基本了解的網站開發人員、數據分析師和營銷人員,以及對HTML和JavaScript有一定了解的人。


- Google Analytics基礎知識
- 基本的Google Analytics測量
- 介紹Google Tag Manager(GTM)
- 測試您的實施
- 使用Google Tag Manager跟踪互動
- 目標:測量轉換
- 電子商務:跟踪產品和購買
- 數據清理和豐富
- 測量活動和疑難排解流量來源
- 跨設備跟踪用戶
- 提供有關用戶的其他數據
- GA的測量協議:從任何地方收集數據
- 使用GA和GTM收集移動應用程序的數據
- 將數據導入GA
- 使用BigQuery進行大數據分析
- 附錄:Google Tag Manager和Google API