Table of Contents

Part I. Implementing Google Analytics with Google Tag Manager

Chapter 1. Google Analytics Fundamentals

Chapter 2. Basic Google Analytics Measurement

Chapter 3. Introducing Google Tag Manager (GTM)

Chapter 4. Testing Your Implementation

Part II. Enhancing Website Data with Google Tag Manager

Chapter 5. Tracking Interactions Using Google Tag Manager

Chapter 6. Goals: Measuring Conversions

Chapter 7. ECommerce: Tracking Products and Purchases

Chapter 8. Cleaning Up and Enriching Data with GA and GTM

Chapter 9. Measuring Campaigns and Troubleshooting Traffic Sources

Chapter 10. Tracking Users across Devices

Chapter 11. Providing Additional Data about Your Users

Part III. Collecting Data from Other Sources

Chapter 12. GA’s Measurement Protocol: Collecting Data from Anywhere

Chapter 13. Collecting Data from Mobile Apps with GA and GTM

Chapter 14. Importing Data into GA

Chapter 15. Using GA with BigQuery for Big Data Analysis

Appendix. Google Analytics and Google Tag Manager APIs

About the Author

Jonathan Weber is the Data Evangelist at LunaMetrics. He spreads the principles of analytics through training seminars on Google Analytics and related topics, and works with clients on challenging strategic issues in measuring and interpreting analytics data. He holds a master’s degree from the University of Pittsburgh School of Information Sciences. When he's not in front of the computer poring over data, you can find him out in the sunshine as the co-founder of sustainable urban flower farm greenSinner, located in Pittsburgh.