Practical Google Analytics and Google Tag Manager for Developers

  • Authors
  • Jonathan Weber

Table of contents

  1. Front Matter
    Pages i-xxii
  2. Implementing Google Analytics with Google Tag Manager

    1. Front Matter
      Pages 1-1
    2. Jonathan Weber
      Pages 3-10
    3. Jonathan Weber
      Pages 11-18
    4. Jonathan Weber
      Pages 19-32
    5. Jonathan Weber
      Pages 33-42
  3. Enhancing Website Data with Google Tag Manager

    1. Front Matter
      Pages 43-43
    2. Jonathan Weber
      Pages 81-101
    3. Jonathan Weber
      Pages 103-131
    4. Jonathan Weber
      Pages 133-171
    5. Jonathan Weber
      Pages 189-194
    6. Jonathan Weber
      Pages 195-207
  4. Collecting Data from Other Sources

    1. Front Matter
      Pages 209-209
    2. Jonathan Weber
      Pages 211-219
    3. Jonathan Weber
      Pages 221-230
    4. Jonathan Weber
      Pages 257-263
  5. Back Matter
    Pages 265-269

About this book


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  


Google Analytics Google Tag Manager and jQuery Google Tag Manager Google BigQuery to analyze Big Data questions Google Analytics and Google Tag Manager APIs Google for developers Web analytics data web analytics

Bibliographic information

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