Learning Google Analytics Creating Business Impact and Driving Insights
Learning Google Analytics Creating Business Impact and Driving Insights by Mark Edmondson, published by O’Reilly Media in 2022, is a practical guide that explores the capabilities of Google Analytics 4 (GA4) in the context of digital marketing analytics. This edition spans 339 pages and is presented in English. The book focuses on how GA4’s cloud integrations enhance data activation, allowing users to link online and offline data for comprehensive marketing insights.
Readers will find a thorough overview of GA4’s analytics model, including essential topics such as data architecture, strategy, and modeling. The book addresses common use cases for data activation and provides guidance on implementing these strategies effectively. With a focus on business and marketing analytics, this resource is designed for data professionals looking to leverage GA4’s features to drive insights and improve decision-making in their organizations.
Official synopsis Publisher
Why is Google Analytics 4 the most modern data model available for digital marketing analytics? Rather than simply reporting what has happened, GA4’s new cloud integrations enable more data activation, linking online and offline data across all your streams to provide end-to-end marketing data. This practical book prepares you for the future of digital marketing by demonstrating how GA4 supports these additional cloud integrations.
Author Mark Edmondson, Google developer expert for Google Analytics and Google Cloud, provides a concise yet comprehensive overview of GA4 and its cloud integrations. Data, business, and marketing analysts will learn major facets of GA4’s powerful new analytics model, with topics including data architecture and strategy, and data ingestion, storage, and modeling. You’ll explore common data activation use cases and get the guidance you need to implement them.
You’ll learn:
- How Google Cloud integrates with GA4
- The potential use cases that GA4 integrations can enable
- Skills and resources needed to create GA4 integrations
- How much GA4 data capture is necessary to enable use cases
- The process of designing dataflows from strategy through data storage, modeling, and activation
- How to adapt the use cases to fit your business needs
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