practical_google_analytics_and_google_tag_manager_for_developers.pdf

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Practical Google
Analytics and
Google Tag Manager
for Developers
Jonathan Weber
and the Team at LunaMetrics
Foreword by
Daniel Waisberg, Analytics Advocate, Google
Practical Google
Analytics and Google
Tag Manager for
Developers
Jonathan Weber
and the Team at LunaMetrics
Practical Google Analytics and Google Tag Manager for Developers
Copyright © 2015 by LunaMetrics, LLC
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ISBN-13 (pbk): 978-1-4842-0266-1
ISBN-13 (electronic): 978-1-4842-0265-4
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To Robbin, whose determination to figure out Google Analytics in its earliest
days led to all of this, and whose relentless pursuit of the very best people makes
LunaMetrics an extraordinary place to work.
Contents at a Glance
Foreword �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½xv
About the Author �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½xvii
Acknowledgments �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½xix
Introduction �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½xxi
■Part
I: Implementing Google Analytics with Google Tag Manager�½�½�½�½�½�½
1
■Chapter
1: Google Analytics Fundamentals �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½
3
■Chapter
2: Basic Google Analytics Measurement �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½
11
■Chapter
3: Introducing Google Tag Manager �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½
19
■Chapter
4: Testing Your Implementation �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½
33
■Part
II: Enhancing Website Data with Google Tag Manager �½�½�½�½�½�½�½�½�½�½�½�½�½�½
43
■Chapter
5: Tracking Interactions with Google Tag Manager�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½
45
■Chapter
6: Goals: Measuring Conversions �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½
81
■Chapter
7: Ecommerce: Tracking Products and Purchases �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½
103
■Chapter
8: Cleaning Up and Enriching Data �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½
133
■Chapter
9: Measuring Campaigns and Troubleshooting Traffic Sources �½�½�½�½�½�½�½�½�½�½�½
173
■Chapter
10: Tracking Users Across Devices �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½
189
■Chapter
11: Providing Additional Data About Users �½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½�½
195
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