Home > Business and Economics > Business and Management > E-commerce: business aspects > Advanced Web Metrics with Google Analytics
25%
Advanced Web Metrics with Google Analytics

Advanced Web Metrics with Google Analytics

4.8       |  6 Reviews 
5
4
3
2
1

Available


Premium quality
Premium quality
Bookswagon upholds the quality by delivering untarnished books. Quality, services and satisfaction are everything for us!
Easy Return
Easy return
Not satisfied with this product! Keep it in original condition and packaging to avail easy return policy.
Certified product
Certified product
First impression is the last impression! Address the book’s certification page, ISBN, publisher’s name, copyright page and print quality.
Secure Checkout
Secure checkout
Security at its finest! Login, browse, purchase and pay, every step is safe and secured.
Money back guarantee
Money-back guarantee:
It’s all about customers! For any kind of bad experience with the product, get your actual amount back after returning the product.
On time delivery
On-time delivery
At your doorstep on time! Get this book delivered without any delay.
Quantity:
Add to Wishlist

About the Book

This book is intended for use by customers using Google Classic Analytics and does not cover the newer Google Universal Analytics or related Google Tag Manager. Google Analytics is the free tool used by millions of web site owners to assess the effectiveness of their efforts. Its revised interface and new features will offer even more ways to increase the value of your web site, and this book will teach you how to use each one to best advantage. Featuring new content based on reader and client requests, the book helps you implement new methods and concepts, track social and mobile visitors, use the new multichannel funnel reporting features, understand which filters to use, and much more. Gets you up and running with all the new tools in the revamped Google Analytics, and includes content requested by readers and users especially for new GA users Covers social media analytics features, advanced segmentation displays, multi-dashboard configurations, and using Top 20 reports Provides a detailed best-practices implementation guide covering advanced topics, such as how to set up GA to track dynamic web pages, banners, outgoing links, and contact forms Includes case studies and demonstrates how to optimize pay-per-click accounts, integrate AdSense, work with new reports and reporting tools, use ad version testing, and more Make your web site a more effective business tool with the detailed information and advice about Google Analytics in Advanced Web Metrics with Google Analytics, 3nd Edition.

Table of Contents:
Foreword xix Introduction xxi Part I Measuring Success 1 Chapter 1 Why Understanding Your Web Traffic is Important to Your Business 3 Website Measurement—Why Do This? 4 Information Web Analytics Can Provide 7 Where to Start 9 Decisions Web Analytics Can Help You Make 12 The ROI of Web Analytics 13 How Much Should I Invest in This? 13 How Web Analytics Helps You Understand Your Web Traffic 16 Where Web Analytics Fits In 16 How is Google Analytics Different? 18 Targeting Digital Marketers Rather Than IT Departments 19 Where to Get Help 19 Resources Provided by Google (Free) 19 Non-Google Resources (Free) 20 Official Google Analytics Certified Partners (Paid) 20 Summary 20 Chapter 2 Available Methodologies and Their Accuracy 23 Page Tags and Logfiles 24 Cookies in Web Analytics 26 Understanding Web Analytics Data Accuracy 27 Issues Affecting Visitor Data Accuracy for Logfiles 28 Issues Affecting Visitor Data from Page Tags 29 Issues Affecting Visitor Data When Using Cookies 33 Comparing Data from Different Vendors 35 Why PPC Vendor Numbers Do Not Match Web Analytics Reports 41 Data Misinterpretation: Lies, Damned Lies, and Statistics 44 Improving the Accuracy of Web Analytics Data 45 Privacy Considerations for the Web Analytics Industry 47 Types of Private Information 48 The EU Privacy Law 49 Summary 52 Chapter 3 Google Analytics Features, Benefits, and Limitations 53 Key Features and Capabilities of Google Analytics 54 Standard Features 54 Advanced Features 59 How Google Analytics Works 63 The Google Analytics Tracking Code 63 What is Not Tracked by Default 65 The Default Attribution Model 67 Google Analytics Limits 68 What Google Analytics Does Not Do 70 Service-Level Agreement 70 Indefinite Data Retention 70 Provide Professional Services 71 Data Reprocessing 71 Bid Management 72 Import Third-Party Data 72 Per-Visitor Tracking (against Google Policies) 72 What is Google Analytics Premium? 73 Comparing Google Analytics Premium versus Free 75 Google Analytics and Privacy 77 Common Privacy Questions 79 What is Urchin? 82 Differences between Google Analytics and Urchin 83 Urchin Advantages 84 Criteria for Choosing between Google Analytics and Urchin 85 Summary 86 Part II Using Google Analytics Reports 87 Chapter 4 Using the Google Analytics Interface 89 Discoverability and Initial Report Access 90 Navigating Your Way Around: Report Layout 92 Dimensions and Metrics 94 The Data Table 94 Date Range Selector 96 Aggregate Summary Metrics 97 Chart Options 98 Changing Table Views 101 Plotting Multiple Rows 105 Secondary Dimensions 105 Changing the Displayed Dimension 106 Table Sorting 106 Table Search 108 Table Filters (Advanced) 109 Chart Display and Annotation 110 Report Sections 112 Tabbed Views 112 Advanced Segments 112 Export 113 Email Reports 114 Add to Dashboard 115 Summary 116 Chapter 5 Reports Explained 117 The Home Overview 118 Real-Time Reporting 118 Intelligence Events 119 Flow Visualization 126 Dashboards 129 Top Standard Reports 132 Multi-Channel Funnels 132 Social Interactions 138 Visitors: Location 138 E-commerce: Overview Report 140 Motion Charts 141 Goal and Funnel Reports 144 Visitor: Mobile Report 146 Traffic Sources: Search Engine Optimization 147 AdWords: Campaigns 149 AdWords: Keyword Report 151 AdWords: Matched Queries Report 152 AdWords: Keyword Positions Report 153 Content: Navigation Summary 154 Content: Site Speed 156 Site Search: Usage Report 157 Content: In-Page Analytics 158 Understanding Report Sampling 160 Summary 162 Part III Implementing Google Analytics 163 Chapter 6 Getting Started: Initial Setup 165 Creating Your Google Analytics Account 166 General Account Information 168 Configuring Data-Sharing Settings 169 Accepting the Terms of Service 169 Tagging Your Pages 170 Understanding the Google Analytics Tracking Code 170 Deploying the GATC—Tagging Pages 173 Back Up: Keeping a Local Copy of Your Data 176 Using Accounts, Web Properties, and Profiles 179 Creating a New Profile 180 Creating a New Web Property 182 Creating a New Account 183 Roll-up Reporting 184 Choosing between Roll-up Reporting and Multiple Profiles or Multiple Web Properties 186 Agencies and Hosting Providers: Setting Up Client Accounts 186 Integrating with Your AdWords Data 188 Testing after Enabling Auto-Tagging 191 Integrating with Your AdSense Data 192 Integrating with Your Webmaster Tools Data 194 Integrating with Feedburner 195 Tracking Mobile Visitors 198 Server-Side Tracking for Mobile Sites 199 Common Pre-implementation Questions 200 Summary 205 Chapter 7 Advanced Implementation 207 _trackPageview: the Google Analytics Workhorse 208 Tracking Unreadable URLs with Virtual Pageviews 209 Tracking File Downloads with Virtual Pageviews 211 Tracking Partially Completed Forms with Virtual Pageviews 212 Virtual Pageviews versus Event Tracking 213 Tracking E-commerce Transactions 213 Capturing Secure E-commerce Transactions 214 Transactions via a Third-Party Payment Gateway 218 What to Do When a Third-Party Gateway Does Not Allow Tracking 220 Tracking Negative Transactions 222 Campaign Tracking 223 Adding Campaign Parameters to Your Landing Page URLs 225 Creating Custom Campaign Fields 234 Event Tracking 236 Setting Up Event Tracking 237 The _trackEvent Function 237 Defining Your Event Reporting Structure 239 Tracking Flash Video and Animation as Events 243 Tracking Banners and Other Outgoing Links as Events 248 Tracking Mailto: Clicks as Events 249 Tracking Embedded Video from YouTube 249 Customizing the GATC 251 Subdomain Tracking 252 Multiple Domain Tracking 255 Controlling Time-Outs 260 Setting Ignore Referrer Preferences 261 Site Speed Sample Rate 262 Anonymize IP Addresses 263 Sampling: Controlling Data Collection 264 Summary 265 Chapter 8 Best Practices Configuration Guide 267 Initial Configuration 268 Setting the Default Page 268 Excluding Unnecessary Parameters 269 Currency Setting 270 Enabling E-commerce Reporting 270 AdWords Cost Source Settings 271 Enabling Site Search 271 Goal Conversions and Funnels 273 The Importance of Defining Goals 274 What Funnel Shapes Can Tell You 276 The Goal Setup Process 277 The Funnel Setup Process 282 Tracking Funnels for Which Every Step Has the Same URL 285 Why Segmentation is Important 286 Choosing Advanced Segments versus Profile Filters 288 Profile Segments: Segmenting Visitors Using Filters 289 Creating a Profile Filter 290 Understanding Filter Logic 292 Custom Filters: Available Fields 293 Five Common Profile Filters 295 Assigning a Filter Order 303 Report Segments: Segmenting Visitors Using Advanced Segments 303 Default Advanced Segments 304 Custom Advanced Segments 306 Example Custom Segments 307 Creating Custom Intelligence Alerts 311 Summary 313 Chapter 9 Google Analytics Customizations 315 Why Customize an Existing Product? 316 Custom Reports 317 Day-on-Day Custom Report 317 Unique Visitors by Page 320 Affiliate Performance 321 Better AdWords 323 Managing Custom Reports 323 Customizing the List of Recognized Search Engines 326 Making Search Engines Region-Specific 327 Adding New Search Engines for SEO 329 Labeling Visitors, Sessions, and Pages 330 Implementing Custom Variables 333 Tracking Error Pages and Broken Links 336 Differentiating Pay-Per-Click Network Partners 340 In-Page Analytics: Differentiating Identical Links 344 Matching Transactions to Specific Referral Data 345 Tracking Campaign Links to File Downloads 348 Changing the Referrer Credited for a Goal Conversion 351 Ignoring a Referrer for a Conversion 352 Roll-up Reporting 353 Tracking Roll-up Transactions 353 Implications of the Roll-up Technique 353 Improvement Tip: Simplify with Pageview Roll-up 354 Summary 355 Part IV Using Visitor Data to Drive Website Improvement 357 Chapter 10 Focusing on Key Performance Indicators 359 Setting Objectives and Key Results 360 Selecting and Preparing KPIs 363 What is a KPI? 363 Preparing KPIs 365 Presenting Your KPIs 367 Presenting Hierarchical KPIs via Segmentation 370 Benchmark Considerations 372 KPI Examples by Job Role 373 E-commerce Manager KPI Examples 374 Marketer and Communication KPI Examples 381 Social Media KPI Examples 389 Content Creator KPI Examples 391 Webmaster KPI Examples 402 Using KPIs for Web 2.0 412 Why the Fuss about Web 2.0? 413 Summary 415 Chapter 11 Real-World Tasks 417 Identify and Optimize Poor-Performing Pages 418 Using Landing Pages (Bounce Rates) 418 Funnel Optimization Case Study 424 Measuring the Impact of Site Search 431 The Revenue Impact of Site Search 432 Summary of Site Search Impact 436 Optimizing Your Search Engine Marketing 437 Keyword Discovery 437 Campaign Optimization (AdWords) 440 Attribution Optimization 445 Landing Page Optimization and SEO 449 AdWords Day Parting Optimization 455 AdWords Ad Content Optimization 457 Monetizing a Non-E-commerce Website 462 Approach 1: Assign Goal Values Method 463 Approach 2: Pseudo E-commerce Method 464 Tracking Offline Marketing 470 Using Vanity URLs to Track Offline Visitors 471 Using Coded URLs to Track Offline Visitors 475 Combining with Search to Track Offline Visitors 478 Combining with URL Shorteners 480 Combining with Quick Response Codes 480 Summary and Case Study 481 An Introduction to Google Website Optimizer 482 Common Misconceptions 483 AMAT: Where Does Testing Fit? 484 Choosing a Test Type 485 Getting Started: Implementing a Multivariate Experiment 488 Calyx Flowers: A Retail Multivariate Case Study 495 YouTube: A Content-Publishing Multivariate Case Study 499 Summary 502 Chapter 12 Integrating Google Analytics with Third-Party Applications 503 Extracting Google Analytics Information 504 Importing Data into Your CRM Using JavaScript 504 Importing Data into Your CRM Using PHP 506 Working with the Google Analytics Core Reporting API 509 How to Use the Core Reporting API—the Basics 511 Example Apps 518 Example App Case Studies 522 Excel and Spreadsheet Integration 522 Survey Tools: Voice of Customer Integration 526 Demographics within Google Analytics 527 Call Tracking with Google Analytics 529 Video on Demand Tracking with Google Analytics 531 Mobile App Tracking with Google Analytics 534 Integrating Website Optimizer with Google Analytics 538 The Integration Method 539 Summary 542 Appendix A Regular Expression Overview 543 Understanding the Fundamentals 544 Regex Examples 545 Appendix B Useful Tools 551 Tools to Help Audit Your GATC Deployment 552 Browser Add-ons 553 GATC Plug-ins 555 Desktop Helper Applications 555 Appendix C Recommended Further Reading 557 Books on Web Analytics and Related Areas 558 Web Resources 558 Blog Roll for Web Analytics 559 Index 561


Best Sellers


Product Details
  • ISBN-13: 9781118168448
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: Sybex Inc.,U.S.
  • Depth: 38
  • Height: 236 mm
  • No of Pages: 608
  • Series Title: English
  • Weight: 807 gr
  • ISBN-10: 1118168445
  • Publisher Date: 30 Mar 2012
  • Binding: Paperback
  • Edition: 3
  • Language: English
  • Returnable: N
  • Spine Width: 31 mm
  • Width: 188 mm


Similar Products

How would you rate your experience shopping for books on Bookswagon?

Add Photo
Add Photo

Customer Reviews

4.8       |  6 Reviews 
out of (%) reviewers recommend this product
Top Reviews
Rating Snapshot
Select a row below to filter reviews.
5
4
3
2
1
Average Customer Ratings
4.8       |  6 Reviews 
00 of 0 Reviews
Sort by :
Active Filters

00 of 0 Reviews
SEARCH RESULTS
1–2 of 2 Reviews
    BoxerLover2 - 5 Days ago
    A Thrilling But Totally Believable Murder Mystery

    Read this in one evening. I had planned to do other things with my day, but it was impossible to put down. Every time I tried, I was drawn back to it in less than 5 minutes. I sobbed my eyes out the entire last 100 pages. Highly recommend!

    BoxerLover2 - 5 Days ago
    A Thrilling But Totally Believable Murder Mystery

    Read this in one evening. I had planned to do other things with my day, but it was impossible to put down. Every time I tried, I was drawn back to it in less than 5 minutes. I sobbed my eyes out the entire last 100 pages. Highly recommend!


Sample text
Photo of
    Media Viewer

    Sample text
    Reviews
    Reader Type:
    BoxerLover2
    00 of 0 review

    Your review was submitted!
    Advanced Web Metrics with Google Analytics
    John Wiley & Sons Inc -
    Advanced Web Metrics with Google Analytics
    Writing guidlines
    We want to publish your review, so please:
    • keep your review on the product. Review's that defame author's character will be rejected.
    • Keep your review focused on the product.
    • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
    • Refrain from mentioning competitors or the specific price you paid for the product.
    • Do not include any personally identifiable information, such as full names.

    Advanced Web Metrics with Google Analytics

    Required fields are marked with *

    Review Title*
    Review
      Add Photo Add up to 6 photos
      Would you recommend this product to a friend?
      Tag this Book
      Read more
      Does your review contain spoilers?
      What type of reader best describes you?
      I agree to the terms & conditions
      You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

      CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

      These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


      By submitting any content to Bookswagon, you guarantee that:
      • You are the sole author and owner of the intellectual property rights in the content;
      • All "moral rights" that you may have in such content have been voluntarily waived by you;
      • All content that you post is accurate;
      • You are at least 13 years old;
      • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
      You further agree that you may not submit any content:
      • That is known by you to be false, inaccurate or misleading;
      • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
      • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
      • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
      • For which you were compensated or granted any consideration by any unapproved third party;
      • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
      • That contains any computer viruses, worms or other potentially damaging computer programs or files.
      You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


      For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


      All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

      Accept

      New Arrivals


      Inspired by your browsing history


      Your review has been submitted!

      You've already reviewed this product!
      ASK VIDYA