Digital Analytics mit Google Analytics und Co.: Metriken auswerten, Besucher verstehen, Google Analytics einsetzen

• Analyze and interpret metrics
• Understand and evaluate visitor behaviour
• Define digital goals, optimise web presence and increase success

Digital Analytics refers to the collection, analysis and evaluation of usage data from all digital channels. The goal is to use this information to better understand visitors as well as to optimize all corporate digital channels. Analytics help you find where vulnerabilities are and how to better achieve your business goals such as branding, lead generation or sales.

Marco Hassler gives you both a step-by-step introduction and a comprehensive insight into the depth of digital data collection and analytics metrics. With this book you can find out which traffic source brings the most valuable visitors or how you can use analytics data to support persona education. In this way, you will get to know your visitors better as well as their behavior and motivation. In addition, the book also bridges adjacent topic areas such as user experience, customer journey, online branding, social media, digital marketing, and search engine optimization.

All versions are easy to understand using many illustrations from Google Analytics 4 (GA4), but can be used for other analytics systems such as Adobe Analytics or Matomo.

From the contents

Part I: Create a base and measure website usage

• How Digital Analytics Systems Work
• Data collection, storage, evaluation.

Part II: Analyzing and interpreting metrics

• Traffic sources: search engines, campaigns and referrals
• Visitor characteristics: origin, demographics, and technical characteristics
• Visitor behavior: visit duration and depth, click behavior, visitor flow
• Content use: entry and exit pages, attractiveness of one page
• Digital channels: website, mobile apps, social media, blogs, videos, one-pagers
• Use metrics: observe, compare, investigate and segment

Part III: Optimize website and increase success

• Determine digital goals
• Goal achievement, conversions and attribution models
• Define key performance indicators, indexes and dashboards
• Customer Journeys and Funnel Analysis