Google Analytics Breakthrough: Supplemental Notes and Resources

Google Analytics Demo Account

Google Analytics offers a demo account for the Google Merchandise Store Within the view, you can access a view that demonstrates many of the implementation and reporting features discussed in the book. (However, only Read & Analyze access is provided; you cannot perform actions that require Edit privileges, such as goal configuration.)


Chapter 2: Google Analytics Reporting Overview

Reporting Guide

Download the reporting guide for key metrics and techniques and special considerations by industry and team function.

Browser Size

The Browser Size dimension was not discussed directly within this chapter. View our New Google Analytics Feature: Browser Size blog post to learn how Browser Size differs from Screen Resolution.


Chapter 3: Measurement Strategy

Discovery Survey

Download the discovery survey referenced in Chapter 3. The responses that you provide about your digital properties, your marketing channels, and your KPIs can serve as the basis for your measurement strategy. For a more complete evaluation of your implementation strategy, see the implementation guide referenced in Chapter 5.


Chapter 4: Account Creation and Tracking Code Installation

Do Not Track

Download and import the container that demonstrates how you could use Do Not Track in your GA implementation.


Chapter 5: Google Tag Manager

Google Tag Manager Workspaces (and Interface Update)

The GTM interface was updated in August 2016, shortly before the release of Google Analytics Breakthrough. Many of the GTM screen shots in the book differ significantly from what you’ll now encounter in the tool, but you can be assured that the new interface offers a smoother experience for all the same GTM functionally discussed in the book.

As a significant and beneficial process change to GTM, you’ll now also find that we add GTM elements to workspaces and not directly to the container, which allows for selective versioning and publishing. For the latest GTM update, please refer to our blog post on GTM Workspaces.

Implementation Guide

For a checklist and summary of the implementation considerations and procedures reviewed in Chapter 5 and throughout the book, download the implementation guide.

Container Import

Download and import the container that includes the examples discussed in the chapter.

Google Tag Manager Plugin for WordPress

Notes on installation and available data layer values.


Chapter 6: Events, Virtual Pageviews, Social Actions, and Errors

Test Pages

Download test pages to verify the GTM configurations reviewed in this chapter.

Container Import: Basic Events

Download and import the container configured for basic GA event tracking as illustrated in the chapter.

Container Import: Catch-All Event Infrastructure

Download and import the container configured with the “catch-all” event infrastructure described in the chapter.

Container Import: Multistep Virtual Pageview

Download and import the container configured to capture virtual pageviews for a multistep AJAX process as demonstrated in the chapter.


Chapter 7: Acquisition Reports

Campaign and Channel Guide

Download the campaign and channel guide for recommedations on cfampaign tagging and corresponding channel customization.

Campaign Worksheet

Download the campaign worksheet to help maintain consistency in your campaign naming. The campaign worksheet is most suitable as a tool for individuals or small teams.

Container Import: Add Referrer to utm_source for Press Release Traffic

Download and import the container configured with the tags, triggers and variables that you need to preserve the referrer while also maintaining campaign parameters in the case of clickthroughs on press release links and any other utm_medium value that you specify.  As an example, a resulting source passed to Google Analytics could appear as pr-web-nytimes.com.


Chapter 8: Goal and Ecommerce Tracking

Attribution Modeling

Read Why Attribution Matters Now More Than Ever for further considerations and specific techniques related to attribution modeling in Google Analytics.


Chapter 9: View Settings, View Filters, and Access Rights

Campaign Source String for Rewrite Filter

Below is the string populated into the Campaign Source field in the rewrite filter represented in Figure 9.9:

youtube|wikipedia|stumbleupon|netvibes|groups\.google|bloglines|
groups\.yahoo|linkedin|facebook|webmasterworld|del\.icio\.us|digg|fe
edburner|twitter|technorati|blog|faves\.com|wordpress|newsgator|prwe
b|econsultancy|toprankblog|forums\.searchenginewatch

The full string exceeds the 255-character limit allowed in the filter field, so you can create a second filter, identical except for the Campaign Source value below that you populate as Field A:

t\.co|plus .(url\.)?google|feedly

Applying Existing Filters

Correction: The chapter states that you can reapply a filter that has already been created within a property. In fact, you can reapply an existing filter to any view within the same acccount.


Chapter 12: Implementation Customizations

Calculated Metrics

View the demo for creating a calculted metric for user-based conversion rate.

gaOptout through Google Tag Manager

View the procedure for implementing gaOptout through Google Tag Manager.


Chapter 15: CRM Integration

Salesforce Integration Script

Download the script that you can use to pass medium, source, and campaign directly to Saleforce as hidden fields in a submitted form.

Long-Term Value Calculator

Download the long-term customer value calculator provided by book contributor Andrew Duffle.


Chapter 16: Advanced Reporting and Visualization with Third-Party Tools

Hit-Level Sequencing Visualization

View a Tableau visualization of video percentage completion events.


Chapter 17: Data Import and Measurement Protocol

Hit Builder Tool

Use the Hit Builder and the Measurement Protocol Parameter Reference to practice constructing Measurement Protocol hits.


Appendix A: Broadening Your Optimization Program

Documenting Your Tests

Download the test document template provided by book contributor Bobby Hewitt of Creative Thirst.