Google Analytics Breakthrough

1 Introduction

Why This Book?

Many very useful Google Analytics (GA) resources are readily accessible online: Google Analytics Academy, the Google Analytics and Google Tag Manager Solutions Guides, and a broad range of GA-focused blogs, e-books, and tutorials—including those that we produce ourselves—that steadily enrich the conversation and provide real value for learning. Why, then, did we go the extra step and take on the significant task to write a Google Analytics book? Much more importantly, why should you invest your time and energy to read it?

Consolidated Resource for Learning Effectiveness With millions of GA installations worldwide, the fact remains that only a small percentage of organizations are using GA to anywhere near its full power.

We’ve worked with hundreds of clients, from start-ups to the Fortune 25, and we’ve seen the ongoing struggle of marketers to achieve a complete GA implementation for their websites and mobile apps, master the specialized reporting capabilities, optimize their channel attribution, integrate GA data with other data sources, and move from data to insight to performance improvement. The objective of this book is to provide a consolidated and focused learning experience that guides you from potential confusion and frustration to solid understanding and confident action, starting with the core nuts-and-bolts competencies and building to more advanced and future-facing strategies and techniques.

Not the Encyclopedia of Google Analytics ...