Off the Shelf - Google Analytics Breakthrough from Zero to Business Impact
I just finished Feras Alhlou, Shiraz Asif, and Eric Fettman Google Analytics Breakthrough - From Zero to Business Impact quite simply it is the best marketing book I've read in 2016.
Packed with advice from leading analytics experts, visually engaging design, actionable insights, and plenty of hands-on hints, the goes over the basics and takes a deeper dive into the Google Analytics platform with thought leaders action plans, and exercises for all levels of web analysts.
The book starts with a basic synopsis of the Google Analytics (GA) reporting overview. Key definitions are noted, and insights into how to best used the High-level topics like dashboards, audience reports, events, Google Tag Manager and the latest web ideas and strategies presented with rationale on why numbers are important and how they are important in the context of explaining ROI for business.
Some of its best insights follow below, with greater detail on what deeper content is described Google Analytics Breakthrough.
Deep Analysis. In addition to definitions of what the metrics mean, the authors go into the analysis of what is important about each metric on what is relevant and which metrics are guides and how they are in relation to other metrics in similar reports. If you long have wondered the exact definition of a session the calculations and how it can be confusing this chapter is for you.
The basics. May not apply to everyone, but the relationship to views, property's and accounts are significant, especially when setting up goals. Access to reports and delegating report configurations is explained in depth and is helpful for both the administrator on the account and what users can expect for each level of access.
Google Tag Manager. Why it's important, how it evolves, how it affects your website and best practices to implement immediately as well as ideas to explore as an agency team or individually as you structure accounts. The screen grabs are colorful and walk through the basic process of starting an account and make for fast, efficient implementation.
Segments, e-commerce, and goals are covered in depth, that they mean, how they impact your web analysis and identify and fix blind spots in your website reporting.
Moneyball. Chapters 6 and 7 are the ROI of buying this book. Tracking events and understanding and setting up accurate acquisition reports are worth the time and gaining a complete understanding of how. Reading this chapter a few times is beneficial, and hands-on implementation of many of the suggestions made an immediate impact on several client reports. The good team building guide so that everyone on our analytics team has a deeper understanding of how the events, event actions and event labels and limitations of some of the basic reporting views.
Thought Leaders. Leading analytics best practices thought leaders contribute in the book from Brian Clifton, Tim Ash, and Jim Sterne. Their personal experiences experience and breakthrough help readers question the why and how of web analytics and how to make your teams synergize on the same level with web analytics.
Business Impact. Implementing the tactics described, allowing time for implementation and setting up goals and objectives will improve your analytical reporting in the short-term and also allow teams and individuals room to grow for the next couple of years. Small agencies can set up a growth plan, and larger companies can synergize their efforts and make reports consistent and allow for new collaboration with new employees and new ways to incorporate GA into web design and e-commerce tracking.
If you and your team are struggling for a road map to merge into your business or if you want to make sure your current team is implementing consistentGoogle Analytics Breakthrough is top shelf material and belongs in every agency library.
