@article{745308,
      recid = {745308},
      author = {Weber, Jonathan,},
      title = {Practical Google Analytics and Google Tag Manager for  developers [electronic resource] /},
      pages = {1 online resource (1 volume) :},
      note = {Includes index.},
      abstract = {Whether you?re a marketer with development skills or a  full-on web developer/analyst, Practical Google Analytics  and Google Tag Manager for Developers shows you how to  implement Google Analytics using Google Tag Manager to  jumpstart your web analytics measurement. Whether you're  starting from scratch on a new website or working to  re-engineer or enhance a Google Analytics account you have  inherited, this book provides the tools. There?s a reason  that so many organizations use Google Analytics. Effective  collection of web analytics data through Google Analytics  can reduce customer acquisition costs, turn visitors into  customers, provide priceless feedback on new product  initiatives, and offer insights that will grow a customer  or client base. So where does Google Tag Manager fit in?  With a growing list of features and rapid adoption across  industries, Google Tag Manager allows for unprecedented  collaboration between marketing and technical teams,  lightning fast updates to your site, and standardization of  the most common tags for on-site tracking and marketing  efforts. As Practical Google Analytics and Google Tag  Manager for Developers shows, to achieve the rich data  you're really after to better serve your users' needs,  you'll need the tools Google Tag Manager provides for a  best-in-class implementation of Google Analytics  measurement on your site. Written by data evangelist and  Google Analytics expert Jonathan Weber and the team at  LunaMetrics, this book offers foundational knowledge, a  collection of practical Google Tag Manager recipes,  well-tested best practices, and troubleshooting tips to get  your implementation in tip-top condition. It covers topics  including:? Google Analytics implementation via Google Tag  Manager? How to customize Google Analytics for your unique  situation? Using Google Tag Manager to track and analyze  interactions across multiple devices and touch points? How  to extract data from Google Analytics and use Google  BigQuery to analyze Big Data questions.},
      url = {http://library.usi.edu/record/745308},
      doi = {https://doi.org/10.1007/978-1-4842-0265-4},
}