使用Google Tag Manager优化Google Analytics实施

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"Practical Google Analytics and Google Tag Manager for Developers 是一本由 Jonathan Weber 和 LunaMetrics 团队撰写的书籍，由 Apress 出版于2015年。这本书旨在指导具有开发技能的市场营销人员或全职web开发者/分析师如何利用 Google Tag Manager 实施 Google Analytics，以快速提升网络分析测量效率。" 本书主要探讨了 Google Analytics 的核心价值，它能够帮助企业降低客户获取成本、获取新产品反馈，并提供增进客户基础的见解。Google Tag Manager 的引入，则是为了促进市场营销和技术团队之间的前所未有的协作，实现网站的快速更新，并标准化现场跟踪和营销努力中最常见的标签。通过 Google Tag Manager 提供的工具，你可以实现 Google Analytics 的最佳实践，从而收集更丰富、更深入的数据以满足用户需求。作者 Jonathan Weber 和 LunaMetrics 团队详细解释了如何使用 Google Tag Manager 配合 Google Analytics 进行数据收集和分析。他们强调了 Google Tag Manager 在数据分析中的作用，包括： 1. **协作与效率提升**：Google Tag Manager 允许市场营销和开发团队更有效地协同工作，减少技术干预，让非技术人员也能进行数据分析设置。 2. **快速更新**：通过 Google Tag Manager，可以迅速对网站进行跟踪代码的更改，无需每次都修改源代码。 3. **标准化标签管理**：Google Tag Manager 支持预设和管理常见的跟踪和营销标签，确保数据的一致性和准确性。 4. **灵活的数据收集**：Tag Manager 提供了丰富的自定义选项，允许根据业务需求定制数据收集策略，获取更全面的用户行为数据。 5. **最佳实践实施**：书中会介绍如何利用 Google Tag Manager 实现 Google Analytics 的最佳实践，包括事件跟踪、用户旅程分析等。此外，书中可能还会涵盖： - **数据层设计**：如何创建有效且可扩展的数据层，以支持各种跟踪需求。 - **容器管理**：理解如何创建、发布和回滚 Google Tag Manager 容器版本。 - **错误处理和调试**：学习如何识别和解决实施过程中可能出现的问题。 - **高级功能**：探索如自定义变量、触发器和工作流自动化等高级特性。 - **集成第三方服务**：了解如何将 Google Analytics 与广告平台、社交媒体和其他营销工具集成。对于希望深入了解 Google Analytics 和 Google Tag Manager 结合使用的读者来说，这本书将是一个宝贵的资源，它提供了实用的指南和案例研究，帮助读者提升网站分析能力，以优化用户体验并推动业务增长。

xvii

About the Author

Jonathan Weber is the data evangelist at LunaMetrics. He spreads the

principles of analytics through training seminars on Google Analytics

and Google Tag Manager, 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.

Away from the computer, you can find him out in the sunshine as a flower

farmer and plant geek.

LunaMetrics is a cool Google Analytics Certified Partner and

Authorized Premium Reseller, located in the heart of Pittsburgh, PA—one

of the US’s newly techie towns.

Jonathan and the rest of the team at LunaMetrics are constantly

working to make themselves authorities in the area of GTM and GA. The

team doesn’t really act that nerdy, but they get excited by creating new

GTM workarounds and celebrate by playing board games.

www.it-ebooks.info

xxi

Introduction

Who Is This Book For?

“What is the use of a book,” thought Alice, “without pictures or conversations?”

—Lewis Carroll, Alice’s Adventures in Wonderland

Google Analytics is used on millions of websites to measure and understand user behavior. But for many of

those sites, implementation of Google Analytics goes like this:

1� Sign up for an account.

2� Paste the tracking code into your site template according to the simple

instructions.

3� View site data in reports.

That’s certainly better than no data at all! But stopping your planning there misses many of the most

powerful features of Google Analytics (GA): those that customize the data to your organization, your website,

and your audience. This book will show you how to measure special interactions, conversions, and other

types of data, so that you have reports and analysis with real impact.

One of the hurdles in further implementation can be IT resources necessary to deploy and test tracking

code tags on the pages of your website to make additional measurement possible. Google Tag Manager

(GTM) helps you overcome this hurdle by managing and deploying those tags from a web-based tool.

GA and GTM go together like peanut butter and jelly. While you can certainly implement all the things

in this book without GTM, GTM makes the process so much more streamlined and testable that it’s strongly

recommended for all GA implementations. Throughout this book, GTM will be introduced alongside GA

features, and you’ll learn about using GTM to implement them.

Do I Need to Be a Developer?

The title says “for Developers”, but what does that really mean?

Web analytics, by its nature, measures web pages. GA and GTM use JavaScript code to do that

measurement. Because of that, you should be familiar with the basic technologies that make web pages work

in your browser: HTML, CSS, and JavaScript.

But do you need to be able to sit down at a blank computer screen and code a fully functioning website

from scratch? Certainly not. The majority of work you’ll do involves adding a few lines of code here and there

to existing, functioning pages in order to measure some element of that page. If your job title is “Developer”,

you’ll have no problems, but if you work in marketing, content creation, or some other role, as long as you

have some basic HTML skills you should be able to follow along and implement the examples in this book.

www.it-ebooks.info

xxii

■ IntroduCtIon

How Should I Read This Book?

Especially if you’re just getting started with GA & GTM, Part I: Implementing Google Analytics with Google

Tag Manager covers the basics you need to know about your implementation and getting the foundations of

your website measurement in place, along with the processes for deploying and testing. Even if you have an

existing implementation, Part I may provide a good refresher of basics, especially Chapters 3 and 4 if GTM is

new to you.

Part II: Enhancing Website Data with Google Tag Manager covers a whole variety of additional kinds of

data you’ll want to send to GA from your website, while Part III: Collecting Data from Other Sources provides

information about sending GA data from mobile apps, back-end systems, and more. The chapters of Parts II

and III are collections of topics for growing and enhancing your implementation that you can approach in

any order you like. Pick out the topics that are most valuable or highest priority for you and tackle those first.

Chapter 5 is a good starting point, as it covers a number of the most common kinds of additional tracking in

GA, as well as general approaches to implementation in GA and GTM. From there, feel free to skip around as

your interest or needs dictate.

The Bonus Chapter: Using GA with BigQuery for Big Data Analysis provides an overview of the newest

way of getting at your GA data, through Google’s BigQuery service, enabling deep statistical analysis and

data mining techniques on your website data. The Appendix provides an overview of GA and GTM APIs for

setting up and reporting on your data.

Links to Resources and Code Examples

Throughout this book you’ll find references to the GA and GTM documentation and other resources, as

well as numerous code examples. You can also find these, organized by chapter, at this book’s web page:

http://www.lunametrics.com/gtm-book/. This page includes a number of helpful resources, organized

by chapter:

• Clickable links to resources referenced in the text.

• Code for example tags and variables in GTM that appear in this book, provided in

GTM’s import/export format to easily bring them into your own setup.

• Resources to learn more about ancillary topics touched on in GA and GTM, such as

regular expressions.

• Links to further relevant examples, beyond those included in the text.

Summary

• This book teaches you best practices for Google Analytics and Google Tag Manager

implementation.

• You don’t need to be a developer. You should have a basic understanding of HTML

and JavaScript.

• Read Part I for a strong foundation for your implementation, and then pick and

choose from Part II and Part III depending on your interest and needs.

www.it-ebooks.info

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