Google Analytics Breakthrough: From Zero to Business Impact

DETAILS : 

• Author: Feras Alhlou , Shiraz Asif , Eric Fettman
  
• Publisher: ‎ John Wiley & Sons Inc
  
• Publication date: ‎ 6 September 2016
  
• Language: ‎ English
  
• Print length: ‎ 596 pages
  
• ISBN-10: ‎ 8126564806
  
• ISBN-10: ‎ 9788126564804
  
• Item Weight: ‎ 1600 g 

ABOUT THE BOOK

Google Analytics Breakthrough: From Zero to Business Impact, co-authored by the digital intelligence trio Feras Alhlou, Shiraz Asif, and Eric Fettman, is an authoritative, end-to-end masterwork in data-driven marketing. Published by John Wiley & Sons, this comprehensive handbook bridges the gap between raw web tracking and concrete enterprise revenue. The core philosophy of this text centers on moving corporate data teams away from vanity metrics (such as basic pageviews or session counts) and shifting them toward tracking user journeys and Key Performance Indicators (KPIs). The authors treat analytics not as a passive reporting obligation, but as an active, high-leverage tool designed to isolate user drop-offs and maximize organizational ROI.

The volume is structurally organized into 18 meticulous, progressive chapters and two specialized technical appendices. It begins by demystifying foundational reporting concepts, dimensions, metrics, and core user behavior tracking. The middle sections provide an exhaustive, step-by-step implementation guide focused on configuring tracking mechanisms via Google Tag Manager (GTM), setting up custom events, building precise virtual pageviews, and launching Enhanced Ecommerce tracking. The final modules dive deep into advanced data customization, guiding the reader through the population of custom dimensions, data import protocols from back-end CRMs, cross-device user stitching, and building dynamic marketing dashboards. Rather than offering abstract theoretical advice, the text stands out by integrating expert insights from analytics icons like Avinash Kaushik, Brian Clifton, and Simo Ahava, matching each technical concept with hands-on exercises and real-world business scenarios.

ABOUT THE AUTHOR

The text combines the elite consulting insights of three top executives from E-Nor (later part of Cardinal Path), a world-class digital analytics consultancy trusted by some of the planet's largest Fortune 500 brands.

• Feras Alhlou: A globally recognized digital intelligence specialist, Principal Consultant, and frequent industry speaker who has spent decades educating multinational brands on conversion rate optimization and analytics architecture.
• Shiraz Asif: An expert enterprise solutions architect specializing in automated data extraction, script development, mobile app analytics, and complex tracking deployment frameworks.
• Eric Fettman: A premier analytics educator, developer, and founder of E-Nor Analytics University who has trained thousands of marketers, developers, and data practitioners worldwide.

The collective authorial style of this team is exceptionally clear, practical, and highly focused on bottom-line business results. Writing with the directness of veteran corporate consultants who know exactly where most enterprise tracking scripts fail, they break down intimidating code implementations and tag configurations into clean, digestible steps. By balancing deep engineering logic with a highly accessible, strategic business tone, their manual remains a gold-standard global benchmark for data analysts, performance marketers, front-end developers, and executive leaders looking to build an authentic data-driven culture.