Daniel Waisberg
Google Analytics Integrations
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Daniel Waisberg
Google Analytics Integrations
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Get a complete view of your customers and make your marketing analysis more meaningful
How well do you really know your customers? Find out with the help of expert author Daniel Waisberg and Google Analytics Integrations. This unique guide takes you well beyond the basics of using Google Analytics to track metrics, showing you how to transform this simple data collection tool into a powerful, central marketing analysis platform for your organization. You'll learn how Google AdWords, AdSense, CRMs, and other data sources can be used together to deliver actionable insights about your…mehr
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Get a complete view of your customers and make your marketing analysis more meaningful
How well do you really know your customers? Find out with the help of expert author Daniel Waisberg and Google Analytics Integrations. This unique guide takes you well beyond the basics of using Google Analytics to track metrics, showing you how to transform this simple data collection tool into a powerful, central marketing analysis platform for your organization. You'll learn how Google AdWords, AdSense, CRMs, and other data sources can be used together to deliver actionable insights about your customers and their behavior.
* Explains proven techniques and best practices for collecting clean and accurate information from the start
* Shows you how to import your organization's marketing and customer data into Google Analytics
* Illustrates the importance of taking a holistic view of your customers and how this knowledge can transform your business
* Provides step-by-step guidance on using the latest analytical tools and services to gain a complete understanding of your customers, their needs, and what motivates them to take action
Google Analytics Integration is your in-depth guide to improving your data integration, behavioral analysis, and ultimately, your bottom line.
How well do you really know your customers? Find out with the help of expert author Daniel Waisberg and Google Analytics Integrations. This unique guide takes you well beyond the basics of using Google Analytics to track metrics, showing you how to transform this simple data collection tool into a powerful, central marketing analysis platform for your organization. You'll learn how Google AdWords, AdSense, CRMs, and other data sources can be used together to deliver actionable insights about your customers and their behavior.
* Explains proven techniques and best practices for collecting clean and accurate information from the start
* Shows you how to import your organization's marketing and customer data into Google Analytics
* Illustrates the importance of taking a holistic view of your customers and how this knowledge can transform your business
* Provides step-by-step guidance on using the latest analytical tools and services to gain a complete understanding of your customers, their needs, and what motivates them to take action
Google Analytics Integration is your in-depth guide to improving your data integration, behavioral analysis, and ultimately, your bottom line.
Produktdetails
- Produktdetails
- Verlag: Wiley & Sons
- 1. Auflage
- Seitenzahl: 216
- Erscheinungstermin: 4. Mai 2015
- Englisch
- Abmessung: 235mm x 187mm x 17mm
- Gewicht: 297g
- ISBN-13: 9781119053064
- ISBN-10: 1119053064
- Artikelnr.: 41786324
- Verlag: Wiley & Sons
- 1. Auflage
- Seitenzahl: 216
- Erscheinungstermin: 4. Mai 2015
- Englisch
- Abmessung: 235mm x 187mm x 17mm
- Gewicht: 297g
- ISBN-13: 9781119053064
- ISBN-10: 1119053064
- Artikelnr.: 41786324
DANIEL WAISBERG is an Analytics Advocate at Google, where he fosters Analytics by educating and inspiring professionals when it comes to making data-driven decisions; he spends a considerable amount of his time analyzing and visualizing data to come up with interesting and actionable stories. Daniel is also the Founder & Editor of online-behavior.com, a respected Analytics portal.
Introduction xxi 1 Implementation Best Practices 1 Planning Your
Implementation 2 1 Define Business Goals 3 2 Build Key Performance
Indicators 3 3 Collect Data 4 4 Analyze Data 4 5 Test Alternatives 5 6
Implement Insights 5 Implementing and Customizing Your Code 6 Cross Domain
Tracking 7 Enhanced Ecommerce 7 Custom Dimensions 7 Download Clicks 8
Advanced Content Tracking 8 Troubleshooting Code Implementation 9 Setting
Up the Google Analytics Interface 9 Setting Up Goals 9 Focusing on
Potential Customers 10 Removing Parameters That Do Not Point to Unique
Content 11 Eliminating Duplicate Pages 11 Setting Up Site Search 12
Enabling Display Advertising and Demographics Reports 13 Excluding
Referrals 13 Tagging Your Inbound Traffi c 14 Tagging Custom Campaigns 14
Tagging FeedBurner Traffi c 15 Managing Your Implementations Effectively 17
Creating Raw Data and Staging Views 17 Creating an Analytics Staging
Property 18 Keeping Track of Implementation and Confi guration Changes 18
Keeping Track of External and Overall Changes with Annotations 19 Summary
20 I Offi cial Integrations 21 2 AdWords Integration 23 Integrating AdWords
and Google Analytics 23 Linking AdWords and Analytics 23 Deleting and
Editing the Google Analytics and AdWords Link 29 Top 10 Causes of Google
Analytics and AdWords Data Discrepancies 30 Integration Data, Structure,
and Standard Reports 31 AdWords Dimensions and Metrics in Google Analytics
31 AdWords Account Structure Overview 34 AdWords Standard Reports Overview
36 Optimizing AdWords Performance Using Google Analytics 48 Identifying
Winners and Losers--The ABC Framework 48 Finding Negative Keywords with
Custom Reports 50 Creating Remarketing Lists Using Google Analytics Data 51
Optimizing Shopping Campaigns 54 Summary 55 3 AdSense Integration 57
Integrating AdSense and Google Analytics 57 Linking Analytics to AdSense 57
Linking Multiple AdSense Accounts and/or Google Analytics Properties 60
Unlinking and Managing Access to Data 61 Data Discrepancies Between Google
Analytics and AdSense 61 Analyzing AdSense Effectiveness Using Google
Analytics 62 AdSense Overview 63 AdSense Pages 64 AdSense Referrers 68
Google Analytics Dashboard to Monitor AdSense Performance 69 Summary 72 4
Mobile Apps Integrations 73 Viewing Google Play and iTunes Data on Google
Analytics 73 Android SDK v4: Setting Up Install Tracking and Campaign
Measurement 74 iOS SDK v3: Setting Up Install Tracking and Campaign
Measurement 78 Analyzing Mobile Apps--The Full Customer Journey 81 Sources
Reports 82 Google Play Referral Flow Report 85 Summary 86 5 Webmaster Tools
Integration 87 Linking Webmaster Tools to Google Analytics 87 Analyzing
Webmaster Tools Data on Google Analytics 89 Queries Report 90 Landing Pages
91 Geographical Summary 94 Summary 96 6 YouTube Integration 97 Integrating
YouTube Into Google Analytics 97 YouTube Video Tracking in Google Analytics
Using Google Tag Manager 99 Implementation Details 100 Custom Report to
Monitor Video Performance 103 Summary 103 II Custom Integrations 105 7
Custom Data Integration 107 Methods to Import Data into Google Analytics
107 The Measurement Protocol 108 Data Import 108 Real-World Examples 111
Importing Content Data 111 Importing Product Profi t Margin Data 116
Importing Refund Data 117 Limitations and Best Practices 117 Summary 119 8
User Data Integration 121 The Siloed Dataset 121 The User ID 122 Creating a
User ID View 124 Setting the User ID 127 Storing the User ID 129 Importing
Additional Data 130 Summary 133 9 Marketing Campaign Data Integration 135
Google Analytics Acquisition Channels 135 Tagging Custom Marketing
Campaigns 137 Measuring Online Campaigns 139 Measuring Offline Campaigns
140 Cost Data Import 141 The Cost Data Import Process 142 Analyzing
Marketing Campaigns 147 Summary 148 10 A/B Testing Data Integration 149
Integrating Optimizely Data into Google Analytics 149 Sending Test
Variations as Events for Advanced Segmentation 151 Analyzing Test Results
155 Ending Your Tests 155 Dealing with "No Signifi cant Difference" 156
Summary 157 11 Email Data Integration 159 Tracking Email Opens 159 Step 1:
Create a Custom Metric 160 Step 2: Create an Email Campaign 161 Step 3: Add
the Google Analytics Code to Your Email 161 Step 4: Send Your Email and
Analyze the Results 163 Tracking User Behavior Across Devices 165 Step 1:
Set Up a User ID View in Google Analytics 166 Step 2: Add the MailChimp ID
to the Links in Your Emails 166 Step 3: Send the User ID to Google
Analytics 167 Bonus Step: Add a Custom Dimension with a User ID Value 168
Summary 171 12 Offline Data Integration 173 The Full Customer Journey 173
Implementation Details and Script 174 Step 1: Defi ne Your Data Collection
Needs 174 Step 2: Create the Google Form 175 Step 3: Add and Edit the
Script to Match Your Needs 176 Step 4: Add a Trigger 176 Step 5: Make Sure
the Form Is Being Filled 176 And Finally...The Script! 177 Summary 178
Index 181
Implementation 2 1 Define Business Goals 3 2 Build Key Performance
Indicators 3 3 Collect Data 4 4 Analyze Data 4 5 Test Alternatives 5 6
Implement Insights 5 Implementing and Customizing Your Code 6 Cross Domain
Tracking 7 Enhanced Ecommerce 7 Custom Dimensions 7 Download Clicks 8
Advanced Content Tracking 8 Troubleshooting Code Implementation 9 Setting
Up the Google Analytics Interface 9 Setting Up Goals 9 Focusing on
Potential Customers 10 Removing Parameters That Do Not Point to Unique
Content 11 Eliminating Duplicate Pages 11 Setting Up Site Search 12
Enabling Display Advertising and Demographics Reports 13 Excluding
Referrals 13 Tagging Your Inbound Traffi c 14 Tagging Custom Campaigns 14
Tagging FeedBurner Traffi c 15 Managing Your Implementations Effectively 17
Creating Raw Data and Staging Views 17 Creating an Analytics Staging
Property 18 Keeping Track of Implementation and Confi guration Changes 18
Keeping Track of External and Overall Changes with Annotations 19 Summary
20 I Offi cial Integrations 21 2 AdWords Integration 23 Integrating AdWords
and Google Analytics 23 Linking AdWords and Analytics 23 Deleting and
Editing the Google Analytics and AdWords Link 29 Top 10 Causes of Google
Analytics and AdWords Data Discrepancies 30 Integration Data, Structure,
and Standard Reports 31 AdWords Dimensions and Metrics in Google Analytics
31 AdWords Account Structure Overview 34 AdWords Standard Reports Overview
36 Optimizing AdWords Performance Using Google Analytics 48 Identifying
Winners and Losers--The ABC Framework 48 Finding Negative Keywords with
Custom Reports 50 Creating Remarketing Lists Using Google Analytics Data 51
Optimizing Shopping Campaigns 54 Summary 55 3 AdSense Integration 57
Integrating AdSense and Google Analytics 57 Linking Analytics to AdSense 57
Linking Multiple AdSense Accounts and/or Google Analytics Properties 60
Unlinking and Managing Access to Data 61 Data Discrepancies Between Google
Analytics and AdSense 61 Analyzing AdSense Effectiveness Using Google
Analytics 62 AdSense Overview 63 AdSense Pages 64 AdSense Referrers 68
Google Analytics Dashboard to Monitor AdSense Performance 69 Summary 72 4
Mobile Apps Integrations 73 Viewing Google Play and iTunes Data on Google
Analytics 73 Android SDK v4: Setting Up Install Tracking and Campaign
Measurement 74 iOS SDK v3: Setting Up Install Tracking and Campaign
Measurement 78 Analyzing Mobile Apps--The Full Customer Journey 81 Sources
Reports 82 Google Play Referral Flow Report 85 Summary 86 5 Webmaster Tools
Integration 87 Linking Webmaster Tools to Google Analytics 87 Analyzing
Webmaster Tools Data on Google Analytics 89 Queries Report 90 Landing Pages
91 Geographical Summary 94 Summary 96 6 YouTube Integration 97 Integrating
YouTube Into Google Analytics 97 YouTube Video Tracking in Google Analytics
Using Google Tag Manager 99 Implementation Details 100 Custom Report to
Monitor Video Performance 103 Summary 103 II Custom Integrations 105 7
Custom Data Integration 107 Methods to Import Data into Google Analytics
107 The Measurement Protocol 108 Data Import 108 Real-World Examples 111
Importing Content Data 111 Importing Product Profi t Margin Data 116
Importing Refund Data 117 Limitations and Best Practices 117 Summary 119 8
User Data Integration 121 The Siloed Dataset 121 The User ID 122 Creating a
User ID View 124 Setting the User ID 127 Storing the User ID 129 Importing
Additional Data 130 Summary 133 9 Marketing Campaign Data Integration 135
Google Analytics Acquisition Channels 135 Tagging Custom Marketing
Campaigns 137 Measuring Online Campaigns 139 Measuring Offline Campaigns
140 Cost Data Import 141 The Cost Data Import Process 142 Analyzing
Marketing Campaigns 147 Summary 148 10 A/B Testing Data Integration 149
Integrating Optimizely Data into Google Analytics 149 Sending Test
Variations as Events for Advanced Segmentation 151 Analyzing Test Results
155 Ending Your Tests 155 Dealing with "No Signifi cant Difference" 156
Summary 157 11 Email Data Integration 159 Tracking Email Opens 159 Step 1:
Create a Custom Metric 160 Step 2: Create an Email Campaign 161 Step 3: Add
the Google Analytics Code to Your Email 161 Step 4: Send Your Email and
Analyze the Results 163 Tracking User Behavior Across Devices 165 Step 1:
Set Up a User ID View in Google Analytics 166 Step 2: Add the MailChimp ID
to the Links in Your Emails 166 Step 3: Send the User ID to Google
Analytics 167 Bonus Step: Add a Custom Dimension with a User ID Value 168
Summary 171 12 Offline Data Integration 173 The Full Customer Journey 173
Implementation Details and Script 174 Step 1: Defi ne Your Data Collection
Needs 174 Step 2: Create the Google Form 175 Step 3: Add and Edit the
Script to Match Your Needs 176 Step 4: Add a Trigger 176 Step 5: Make Sure
the Form Is Being Filled 176 And Finally...The Script! 177 Summary 178
Index 181
Introduction xxi 1 Implementation Best Practices 1 Planning Your
Implementation 2 1 Define Business Goals 3 2 Build Key Performance
Indicators 3 3 Collect Data 4 4 Analyze Data 4 5 Test Alternatives 5 6
Implement Insights 5 Implementing and Customizing Your Code 6 Cross Domain
Tracking 7 Enhanced Ecommerce 7 Custom Dimensions 7 Download Clicks 8
Advanced Content Tracking 8 Troubleshooting Code Implementation 9 Setting
Up the Google Analytics Interface 9 Setting Up Goals 9 Focusing on
Potential Customers 10 Removing Parameters That Do Not Point to Unique
Content 11 Eliminating Duplicate Pages 11 Setting Up Site Search 12
Enabling Display Advertising and Demographics Reports 13 Excluding
Referrals 13 Tagging Your Inbound Traffi c 14 Tagging Custom Campaigns 14
Tagging FeedBurner Traffi c 15 Managing Your Implementations Effectively 17
Creating Raw Data and Staging Views 17 Creating an Analytics Staging
Property 18 Keeping Track of Implementation and Confi guration Changes 18
Keeping Track of External and Overall Changes with Annotations 19 Summary
20 I Offi cial Integrations 21 2 AdWords Integration 23 Integrating AdWords
and Google Analytics 23 Linking AdWords and Analytics 23 Deleting and
Editing the Google Analytics and AdWords Link 29 Top 10 Causes of Google
Analytics and AdWords Data Discrepancies 30 Integration Data, Structure,
and Standard Reports 31 AdWords Dimensions and Metrics in Google Analytics
31 AdWords Account Structure Overview 34 AdWords Standard Reports Overview
36 Optimizing AdWords Performance Using Google Analytics 48 Identifying
Winners and Losers--The ABC Framework 48 Finding Negative Keywords with
Custom Reports 50 Creating Remarketing Lists Using Google Analytics Data 51
Optimizing Shopping Campaigns 54 Summary 55 3 AdSense Integration 57
Integrating AdSense and Google Analytics 57 Linking Analytics to AdSense 57
Linking Multiple AdSense Accounts and/or Google Analytics Properties 60
Unlinking and Managing Access to Data 61 Data Discrepancies Between Google
Analytics and AdSense 61 Analyzing AdSense Effectiveness Using Google
Analytics 62 AdSense Overview 63 AdSense Pages 64 AdSense Referrers 68
Google Analytics Dashboard to Monitor AdSense Performance 69 Summary 72 4
Mobile Apps Integrations 73 Viewing Google Play and iTunes Data on Google
Analytics 73 Android SDK v4: Setting Up Install Tracking and Campaign
Measurement 74 iOS SDK v3: Setting Up Install Tracking and Campaign
Measurement 78 Analyzing Mobile Apps--The Full Customer Journey 81 Sources
Reports 82 Google Play Referral Flow Report 85 Summary 86 5 Webmaster Tools
Integration 87 Linking Webmaster Tools to Google Analytics 87 Analyzing
Webmaster Tools Data on Google Analytics 89 Queries Report 90 Landing Pages
91 Geographical Summary 94 Summary 96 6 YouTube Integration 97 Integrating
YouTube Into Google Analytics 97 YouTube Video Tracking in Google Analytics
Using Google Tag Manager 99 Implementation Details 100 Custom Report to
Monitor Video Performance 103 Summary 103 II Custom Integrations 105 7
Custom Data Integration 107 Methods to Import Data into Google Analytics
107 The Measurement Protocol 108 Data Import 108 Real-World Examples 111
Importing Content Data 111 Importing Product Profi t Margin Data 116
Importing Refund Data 117 Limitations and Best Practices 117 Summary 119 8
User Data Integration 121 The Siloed Dataset 121 The User ID 122 Creating a
User ID View 124 Setting the User ID 127 Storing the User ID 129 Importing
Additional Data 130 Summary 133 9 Marketing Campaign Data Integration 135
Google Analytics Acquisition Channels 135 Tagging Custom Marketing
Campaigns 137 Measuring Online Campaigns 139 Measuring Offline Campaigns
140 Cost Data Import 141 The Cost Data Import Process 142 Analyzing
Marketing Campaigns 147 Summary 148 10 A/B Testing Data Integration 149
Integrating Optimizely Data into Google Analytics 149 Sending Test
Variations as Events for Advanced Segmentation 151 Analyzing Test Results
155 Ending Your Tests 155 Dealing with "No Signifi cant Difference" 156
Summary 157 11 Email Data Integration 159 Tracking Email Opens 159 Step 1:
Create a Custom Metric 160 Step 2: Create an Email Campaign 161 Step 3: Add
the Google Analytics Code to Your Email 161 Step 4: Send Your Email and
Analyze the Results 163 Tracking User Behavior Across Devices 165 Step 1:
Set Up a User ID View in Google Analytics 166 Step 2: Add the MailChimp ID
to the Links in Your Emails 166 Step 3: Send the User ID to Google
Analytics 167 Bonus Step: Add a Custom Dimension with a User ID Value 168
Summary 171 12 Offline Data Integration 173 The Full Customer Journey 173
Implementation Details and Script 174 Step 1: Defi ne Your Data Collection
Needs 174 Step 2: Create the Google Form 175 Step 3: Add and Edit the
Script to Match Your Needs 176 Step 4: Add a Trigger 176 Step 5: Make Sure
the Form Is Being Filled 176 And Finally...The Script! 177 Summary 178
Index 181
Implementation 2 1 Define Business Goals 3 2 Build Key Performance
Indicators 3 3 Collect Data 4 4 Analyze Data 4 5 Test Alternatives 5 6
Implement Insights 5 Implementing and Customizing Your Code 6 Cross Domain
Tracking 7 Enhanced Ecommerce 7 Custom Dimensions 7 Download Clicks 8
Advanced Content Tracking 8 Troubleshooting Code Implementation 9 Setting
Up the Google Analytics Interface 9 Setting Up Goals 9 Focusing on
Potential Customers 10 Removing Parameters That Do Not Point to Unique
Content 11 Eliminating Duplicate Pages 11 Setting Up Site Search 12
Enabling Display Advertising and Demographics Reports 13 Excluding
Referrals 13 Tagging Your Inbound Traffi c 14 Tagging Custom Campaigns 14
Tagging FeedBurner Traffi c 15 Managing Your Implementations Effectively 17
Creating Raw Data and Staging Views 17 Creating an Analytics Staging
Property 18 Keeping Track of Implementation and Confi guration Changes 18
Keeping Track of External and Overall Changes with Annotations 19 Summary
20 I Offi cial Integrations 21 2 AdWords Integration 23 Integrating AdWords
and Google Analytics 23 Linking AdWords and Analytics 23 Deleting and
Editing the Google Analytics and AdWords Link 29 Top 10 Causes of Google
Analytics and AdWords Data Discrepancies 30 Integration Data, Structure,
and Standard Reports 31 AdWords Dimensions and Metrics in Google Analytics
31 AdWords Account Structure Overview 34 AdWords Standard Reports Overview
36 Optimizing AdWords Performance Using Google Analytics 48 Identifying
Winners and Losers--The ABC Framework 48 Finding Negative Keywords with
Custom Reports 50 Creating Remarketing Lists Using Google Analytics Data 51
Optimizing Shopping Campaigns 54 Summary 55 3 AdSense Integration 57
Integrating AdSense and Google Analytics 57 Linking Analytics to AdSense 57
Linking Multiple AdSense Accounts and/or Google Analytics Properties 60
Unlinking and Managing Access to Data 61 Data Discrepancies Between Google
Analytics and AdSense 61 Analyzing AdSense Effectiveness Using Google
Analytics 62 AdSense Overview 63 AdSense Pages 64 AdSense Referrers 68
Google Analytics Dashboard to Monitor AdSense Performance 69 Summary 72 4
Mobile Apps Integrations 73 Viewing Google Play and iTunes Data on Google
Analytics 73 Android SDK v4: Setting Up Install Tracking and Campaign
Measurement 74 iOS SDK v3: Setting Up Install Tracking and Campaign
Measurement 78 Analyzing Mobile Apps--The Full Customer Journey 81 Sources
Reports 82 Google Play Referral Flow Report 85 Summary 86 5 Webmaster Tools
Integration 87 Linking Webmaster Tools to Google Analytics 87 Analyzing
Webmaster Tools Data on Google Analytics 89 Queries Report 90 Landing Pages
91 Geographical Summary 94 Summary 96 6 YouTube Integration 97 Integrating
YouTube Into Google Analytics 97 YouTube Video Tracking in Google Analytics
Using Google Tag Manager 99 Implementation Details 100 Custom Report to
Monitor Video Performance 103 Summary 103 II Custom Integrations 105 7
Custom Data Integration 107 Methods to Import Data into Google Analytics
107 The Measurement Protocol 108 Data Import 108 Real-World Examples 111
Importing Content Data 111 Importing Product Profi t Margin Data 116
Importing Refund Data 117 Limitations and Best Practices 117 Summary 119 8
User Data Integration 121 The Siloed Dataset 121 The User ID 122 Creating a
User ID View 124 Setting the User ID 127 Storing the User ID 129 Importing
Additional Data 130 Summary 133 9 Marketing Campaign Data Integration 135
Google Analytics Acquisition Channels 135 Tagging Custom Marketing
Campaigns 137 Measuring Online Campaigns 139 Measuring Offline Campaigns
140 Cost Data Import 141 The Cost Data Import Process 142 Analyzing
Marketing Campaigns 147 Summary 148 10 A/B Testing Data Integration 149
Integrating Optimizely Data into Google Analytics 149 Sending Test
Variations as Events for Advanced Segmentation 151 Analyzing Test Results
155 Ending Your Tests 155 Dealing with "No Signifi cant Difference" 156
Summary 157 11 Email Data Integration 159 Tracking Email Opens 159 Step 1:
Create a Custom Metric 160 Step 2: Create an Email Campaign 161 Step 3: Add
the Google Analytics Code to Your Email 161 Step 4: Send Your Email and
Analyze the Results 163 Tracking User Behavior Across Devices 165 Step 1:
Set Up a User ID View in Google Analytics 166 Step 2: Add the MailChimp ID
to the Links in Your Emails 166 Step 3: Send the User ID to Google
Analytics 167 Bonus Step: Add a Custom Dimension with a User ID Value 168
Summary 171 12 Offline Data Integration 173 The Full Customer Journey 173
Implementation Details and Script 174 Step 1: Defi ne Your Data Collection
Needs 174 Step 2: Create the Google Form 175 Step 3: Add and Edit the
Script to Match Your Needs 176 Step 4: Add a Trigger 176 Step 5: Make Sure
the Form Is Being Filled 176 And Finally...The Script! 177 Summary 178
Index 181