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About the Book

Get the most out of the free Google Analytics service—and get more customers Google Analytics allows you to discover vital information about how end users interact with their Web sites by collecting vital data and providing tools to analyze it, with the intention of improving the end-user experience and, ultimately converting users into customers. This indispensible guide delves into the latest updates to the newest version of Google Analytics—3.0—and explains the concepts behind this amazing free tool. You'll discover what information to track, how to choose the right goals and filters, techniques for reading Google Analytics reports and graphs, and, most importantly, how to compile this data and use it to improve your Web site and attract more potential customers. Takes an in-depth look at Google Analytics 3.0 and walks you through the possibilities it offers Explains how to read Google Analytics reports and graphs so that you can compile this data and use it to improve your Web site and attract more users Shares techniques for converting end users into customers Features tips and suggestions for getting the information you need from Google Analytics reports and then converting that information into actionable tasks you can use With Google Analytics, Third Edition, you&'ll be well on your way to retrieving the information you need to convert visitors to your site into customers! Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Table of Contents:
Introduction xxiii Part I Getting Started with Google Analytics 1 Chapter 1 What’s New in Google Analytics 3 Two Years Equals Lots of Changes 3 Betas Galore 5 Custom Reporting 5 Advanced Segmenting 5 Motion Charts 6 Chapter 2 Why Analytics? 9 What Are Analytics? 10 Collecting Raw Data 10 Measurement Techniques 13 How Did Google Analytics Come to Be? 14 What Can Google Analytics Do for Me? 15 What Google Analytics Is Not 16 Chapter 3 Creating Your Analytics Account 17 First, You Need a Google Account 17 Signing Up for Google Analytics 19 Adding Tracking Code to Your Pages 22 Google Analytics on Secure Pages (https) 24 The Easy Way 24 The Hard Way 25 Understanding the Tracking Code 26 Checking Tracking Status 27 Navigating Analytics 30 Chapter 4 The Settings Dashboard 35 Analytics Settings 35 Web-Site Profiles 37 Adding a Profile 38 Checking Status 40 Editing a Profile Name 41 Starring and Sorting Web-Site Profiles 42 Editing Profile Settings 43 Deleting a Profile 45 User Management 46 Adding a User 47 Setting User Permissions 48 Deleting a User 49 Chapter 5 Account Dashboard Basics 51 Navigating from the Dashboard 51 Standard Dashboard Modules 52 Interacting with the Site Usage Report 55 Adding Reports 58 Deleting Reports 60 Sorting Data with Segmentation 61 Enabling Segmentation 62 Creating Custom Segments 62 Working with Date Ranges 66 Using the Calendar 67 Comparing Ranges 68 Using the Timeline 69 Part II Analytics and Site Statistics: Concepts and Methods 71 Chapter 6 E-commerce Concepts and Methods 73 What Works in E-commerce 73 Understanding Your Customers 75 What Measurements Matter 76 Chapter 7 Basic Metrics and Concepts 79 Identifying People and Not-People 79 Visits and Visitor Metrics 81 Hits vs. Pages 81 Visits, Unique Visits, and New Visits 82 New, Returning, and Repeat Visits 83 Visit Duration 85 Bounces and Single-Page Visits 86 Traffic Metrics 87 Direct Traffic, Referrers, and Referring URLs 87 Keywords and Phrases 88 Chapter 8 Setting Up E-commerce 91 Enabling E-commerce within Your Profile(s) 92 The Google Analytics E-commerce Code 93 General E-commerce Coding Guidelines 94 E-commerce Tracking on Subdomains and Separate (Third-Party) Domains 98 Tracking E-commerce on Subdomains 99 Tracking E-commerce on Separate/Third-Party Domains 99 A Few Important Notes about Tracking E-commerce on Third-Party Domains 101 E-commerce Tracking with Google Checkout; Other E-commerce Platforms 102 Tracking Other E-commerce Platforms 104 Part III Advanced Implementation 107 Chapter 9 Advanced Dashboard Features 109 Creating Special-Purpose Dashboards 110 User Access to Dashboards 111 Sharing Your Dashboard Information 111 Suggested Dashboards for Specific Roles 111 Executive 112 Marketing 114 Webmaster 114 Small Business 117 Content Site 117 E-commerce Site 120 Local Business Only 120 Creating Custom Reports 123 How the Report Is Created 123 Editing and Managing Custom Reports 127 Chapter 10 Filtering Analytics Data 129 Using Filters to Further Segment Visitors 129 A Short Lesson in Regular Expressions 132 A Slightly Longer Lesson on Regular Expressions 134 Matching an IP Address 135 Matching a Directory Name 135 Matching a Variable Name/Value Pair 137 Managing Filters 140 Creating New Filters 140 Custom Filters 144 Advanced Filters 149 Creating Advanced Filters 149 Improve Your SEO/CPC Reporting with Filters 155 Organic Traffic Only 155 Editing and Deleting Filters 157 The Power of Filters 158 Chapter 11 Setting Goals 159 Understanding Goal-Setting 160 Why Set Goals? 161 Choosing Which Goals To Set 162 Monetizing Goals 163 Content-Site Goals 164 Tracking Dynamic Pages 170 Setting Up Goals 173 Choosing the Right Goal Information 175 Editing and Inactivating Goals 176 Measuring Goals That Result in Conversions 177 Goals Overview 178 Total Conversions 180 Conversion Rate 181 Goal Verification 183 Reverse Goal Path 183 Goal Value 185 And a Couple More… 186 Chapter 12 Funneling Visitors to Their Destination 187 What’s a Funnel and Why Is It Important? 188 Establishing Funnels 190 Creating Standard Funnels 190 Creating Nonstandard Funnels 195 Funnel Quirks 196 Tracking Funnel Results 197 Goal Abandoned Funnels 197 Funnel Visualization 199 Chapter 13 Google AdWords Integration 201 Why Sync in the First Place? 201 Syncing Your Google AdWords and Analytics Accounts 202 You Have Neither an AdWords Nor an Analytics Account 203 You Have an AdWords Account, but Not an Analytics Account 204 You Have an Analytics Account, but Not an AdWords Account 205 You Have Both an AdWords and an Analytics Account 205 Special Cases and the GCLID 205 Tracking E-mail, Banner, and Other Non-AdWords Marketing 206 Putting It All Together 207 Notes and Tips about URL Tagging 208 The Google Analytics URL Builder 209 The AdWords Report Section 210 The AdWords Campaigns Report 210 The Difference between a Visit and a Click 213 The Keyword Positions Report 213 The TV Campaigns Report 214 Other Reports Displaying AdWords and Non-AdWords Data 216 Chapter 14 Hacking Google Analytics 219 A Review of Subdomain/Cross-Domain Tracking 219 Tracking Subdomains 220 Tracking Multiple Domains 220 Tracking Multiple Subdomains and Multiple Domains 221 Setting up Duplicate Profiles 222 Why Create Duplicate Profiles? 224 Filtering Out Internal Traffic 225 Excluding a Single IP Address 225 Excluding Two (or More) IP Addresses 225 Excluding a Range of IP Addresses 226 Excluding Internal Traffic That Uses Dynamic IP Addresses 227 Other Neat (Advanced) Filters 228 Writing the Hostname in Front of the Request URI 228 Appending the Source after the Campaign 229 Three-Step Filter: Adding Campaign Source, Visitor Country, and Campaign Term to the Transaction ID 230 Tracking Google Search Engine Rankings 231 Tracking PDF (and Other) File Downloads 232 Tracking PDF/Downloadable Files as Content 233 Setting Up Goals for Your Downloadable Files 233 Customizations with the Google Analytics Tracking Code 234 Tracking Virtual Page Views 234 Tracking Two Accounts Simultaneously 235 Custom Segmentation (User-Defined) 236 Modifying the Session Timeout 236 Modifying the Campaign Conversion Timeout 237 Modifying Conversion Attribution (Last to First) 237 Using the Anchor (#) Symbol in Destination URLs 238 Recognizing ‘Nonstandard’ URL Query Parameters 238 Counting Keywords and Referring Sites as ‘Direct’ Traffic 239 Setting the Cookie Path to a Subdirectory 239 Controlling Data Collection Settings 240 Tracking a New Organic Search Engine 240 Tracking Coupons and Discounts (E-commerce) 241 Tracking Social Media 241 Part IV The Reports 243 Chapter 15 Analyzing Visitors 245 Visitors Overview 246 Visitors 247 Visitor Segmentation 249 Technical Profile 250 Benchmarking 251 What’s Collected and Why It’s Needed 252 How Accurate Is Benchmarking? 253 Enabling Benchmarking on Your Site 253 Map Overlay 255 New vs. Returning 257 Languages 258 Visitor Trending 259 Visits 260 Absolute Unique Visitors 260 Page Views 265 Average Page Views 266 Time on Site 268 Bounce Rate 269 Visitor Loyalty 271 Loyalty 271 Recency 272 Length of Visit 273 Depth of Visit 274 Browser Capabilities 275 Browser 276 Operating System 278 Browser and Operating System 279 Screen Colors 280 Screen Resolution 280 Flash Version 281 Java Support 282 Network Properties 284 Network Location 285 Hostnames 286 Connection Speeds 287 User Defined 288 Adding a Variable 289 What to Segment 290 Chapter 16 Traffic Sources 293 What Traffic Analysis Can Tell You 293 Traffic Sources Overview 294 Direct Traffic 296 Referring Sites 297 Search Engines 299 All Traffic Sources 300 AdWords 303 AdWords Campaigns 304 Keyword Positions 308 TV Campaigns 310 Keywords 311 Campaigns 314 Source 317 Medium 317 Ad Versions 318 A/B Testing 319 URL Builder 320 Chapter 17 Content Overview 323 Determining the Value of Web-Site Content 324 Content Overview 324 Navigation Analysis 325 Landing Page Optimization 329 Click Patterns 330 Additional Content Reports 331 Top Content 331 Content by Title 333 Content Drilldown 334 Top Landing Pages 335 Top Exit Pages 337 Site Overlay 338 And One More… 340 Chapter 18 Site Search 341 Configuring Your Profile(s) 341 What If I’m Not Using Google Site Search? 343 What If I’m Not Using Any Search Tool? 344 Site Search Overview (Metrics) 345 Site Search Reports 347 The Usage Report 347 The Search Terms Report 348 Start Pages and Destination Pages Reports 350 The Categories Report 351 The Trending Report 351 The Philosophy of Site Search 352 Why Are People Searching on My Web Site in the First Place? 354 Chapter 19 Event Tracking 357 Why Bother with Event Tracking? 357 Implementing Event Tracking 358 The Event Tracking Module 359 Implicit Count: What It Is and What You Need to Know 360 Does Event Tracking Affect Bounce Rate? 361 Are There Any Limitations on What I Can Track? 361 Tracking File Downloads as Events 362 Can Events Be Tracked as Goals? 363 Event Tracking Reports 363 The Event Tracking Overview Report 363 The Event Tracking Categories Report 364 The Event Tracking Actions Report 365 The Event Tracking Labels Report 366 The Event Tracking Trending Report 367 The Event Tracking Hostnames Report 367 Using Events in Advanced Segments 369 Chapter 20 E-Commerce Tracking 371 Ecommerce Overview 372 Total Revenue 373 Conversion Rate 375 Average Order Value 376 Product Performance 377 Product Overview 379 Product SKUs 380 Categories 382 Transactions 383 Visits to Purchase 385 Days to Purchase 386 Appendix A Where To Go from Here 389 Google Resources 389 Navigating Google Help Files 390 Conversion University 391 Searching Help Files 391 Google Analytics Forums 392 Google Analytics Blogs 392 Index 395


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Product Details
  • ISBN-13: 9780470531280
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: John Wiley & Sons Inc
  • Depth: 25
  • Height: 234 mm
  • No of Pages: 448
  • Series Title: English
  • Weight: 762 gr
  • ISBN-10: 0470531282
  • Publisher Date: 27 Nov 2009
  • Binding: Paperback
  • Edition: 3
  • Language: English
  • Returnable: N
  • Spine Width: 23 mm
  • Width: 188 mm


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