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E-raamat: Advanced Web Metrics with Google Analytics

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  • Ilmumisaeg: 30-Mar-2012
  • Kirjastus: Sybex Inc.,U.S.
  • Keel: eng
  • ISBN-13: 9781118239582
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Advanced Web Metrics with Google AnalyticsSuurem pilt
  • Formaat: EPUB+DRM
  • Ilmumisaeg: 30-Mar-2012
  • Kirjastus: Sybex Inc.,U.S.
  • Keel: eng
  • ISBN-13: 9781118239582
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A guide to using Google Analytics to analyze the success of a Web site covers such topics as configuration, e-commerce tracking, labeling visitors, setting objects and key results, identifying poorly performing pages, and tracking offline marketing.

Get the latest information about using the #1 web analytics tool from this fully updated guide

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.

Foreword xix
Introduction xxi
Part I Measuring Success
1(86)
Chapter 1 Why Understanding Your Web Traffic Is Important to Your Business
3(20)
Website Measurement---Why Do This?
4(3)
Information Web Analytics Can Provide
7(2)
Where to Start
9(3)
Decisions Web Analytics Can Help You Make
12(1)
The ROI of Web Analytics
13(3)
How Much Should I Invest in This?
13(3)
How Web Analytics Helps You Understand Your Web Traffic
16(1)
Where Web Analytics Fits In
16(2)
How Is Google Analytics Different?
18(1)
Targeting Digital Marketers Rather Than IT Departments
19(1)
Where to Get Help
19(1)
Resources Provided by Google (Free)
19(1)
Non-Google Resources (Free)
20(1)
Official Google Analytics Certified Partners (Paid)
20(1)
Summary
20(3)
Chapter 2 Available Methodologies and Their Accuracy
23(30)
Page Tags and Logfiles
24(2)
Cookies in Web Analytics
26(1)
Understanding Web Analytics Data Accuracy
27(18)
Issues Affecting Visitor Data Accuracy for Logfiles
28(1)
Issues Affecting Visitor Data from Page Tags
29(4)
Issues Affecting Visitor Data When Using Cookies
33(2)
Comparing Data from Different Vendors
35(6)
Why PPC Vendor Numbers Do Not Match Web Analytics Reports
41(3)
Data Misinterpretation: Lies, Damned Lies, and Statistics
44(1)
Improving the Accuracy of Web Analytics Data
45(2)
Privacy Considerations for the Web Analytics Industry
47(5)
Types of Private Information
48(1)
The EU Privacy Law
49(3)
Summary
52(1)
Chapter 3 Google Analytics Features, Benefits, and Limitations
53(34)
Key Features and Capabilities of Google Analytics
54(9)
Standard Features
54(5)
Advanced Features
59(4)
How Google Analytics Works
63(7)
The Google Analytics Tracking Code
63(2)
What Is Not Tracked by Default
65(2)
The Default Attribution Model
67(1)
Google Analytics Limits
68(2)
What Google Analytics Does Not Do
70(3)
Service-Level Agreement
70(1)
Indefinite Data Retention
70(1)
Provide Professional Services
71(1)
Data Reprocessing
71(1)
Bid Management
72(1)
Import Third-Party Data
72(1)
Per-Visitor Tracking (against Google Policies)
72(1)
What Is Google Analytics Premium?
73(4)
Comparing Google Analytics Premium versus Free
75(2)
Google Analytics and Privacy
77(5)
Common Privacy Questions
79(3)
What Is Urchin?
82(4)
Differences between Google Analytics and Urchin
83(1)
Urchin Advantages
84(1)
Criteria for Choosing between Google Analytics and Urchin
85(1)
Summary
86(1)
Part II Using Google Analytics Reports
87(76)
Chapter 4 Using the Google Analytics Interface
89(28)
Discoverability and Initial Report Access
90(2)
Navigating Your Way Around: Report Layout
92(24)
Dimensions and Metrics
94(1)
The Data Table
94(2)
Date Range Selector
96(1)
Aggregate Summary Metrics
97(1)
Chart Options
98(3)
Changing Table Views
101(4)
Plotting Multiple Rows
105(1)
Secondary Dimensions
105(1)
Changing the Displayed Dimension
106(1)
Table Sorting
106(2)
Table Search
108(1)
Table Filters (Advanced)
109(1)
Chart Display and Annotation
110(2)
Report Sections
112(1)
Tabbed Views
112(1)
Advanced Segments
112(1)
Export
113(1)
Email Reports
114(1)
Add to Dashboard
115(1)
Summary
116(1)
Chapter 5 Reports Explained
117(46)
The Home Overview
118(14)
Real-Time Reporting
118(1)
Intelligence Events
119(7)
Flow Visualization
126(3)
Dashboards
129(3)
Top Standard Reports
132(28)
Multi-Channel Funnels
132(6)
Social Interactions
138(1)
Visitors: Location
138(2)
E-commerce: Overview Report
140(1)
Motion Charts
141(3)
Goal and Funnel Reports
144(2)
Visitor: Mobile Report
146(1)
Traffic Sources: Search Engine Optimization
147(2)
AdWords: Campaigns
149(2)
AdWords: Keyword Report
151(1)
AdWords: Matched Queries Report
152(1)
AdWords: Keyword Positions Report
153(1)
Content: Navigation Summary
154(2)
Content: Site Speed
156(1)
Site Search: Usage Report
157(1)
Content: In-Page Analytics
158(2)
Understanding Report Sampling
160(2)
Summary
162(1)
Part III Implementing Google Analytics
163(194)
Chapter 6 Getting Started: Initial Setup
165(42)
Creating Your Google Analytics Account
166(4)
General Account Information
168(1)
Configuring Data-Sharing Settings
169(1)
Accepting the Terms of Service
169(1)
Tagging Your Pages
170(6)
Understanding the Google Analytics Tracking Code
170(3)
Deploying the GATC---Tagging Pages
173(3)
Back Up: Keeping a Local Copy of Your Data
176(3)
Using Accounts, Web Properties, and Profiles
179(7)
Creating a New Profile
180(2)
Creating a New Web Property
182(1)
Creating a New Account
183(1)
Roll-up Reporting
184(2)
Choosing between Roll-up Reporting and Multiple Profiles or Multiple Web Properties
186(1)
Agencies and Hosting Providers: Setting Up Client Accounts
186(2)
Integrating with Your AdWords Data
188(4)
Testing after Enabling Auto-Tagging
191(1)
Integrating with Your AdSense Data
192(2)
Integrating with Your Webmaster Tools Data
194(1)
Integrating with Feedburner
195(3)
Tracking Mobile Visitors
198(2)
Server-Side Tracking for Mobile Sites
199(1)
Common Pre-implementation Questions
200(5)
Summary
205(2)
Chapter 7 Advanced Implementation
207(60)
_trackPageview: the Google Analytics Workhorse
208(5)
Tracking Unreadable URLs with Virtual Pageviews
209(2)
Tracking File Downloads with Virtual Pageviews
211(1)
Tracking Partially Completed Forms with Virtual Pageviews
212(1)
Virtual Pageviews versus Event Tracking
213(1)
Tracking E-commerce Transactions
213(10)
Capturing Secure E-commerce Transactions
214(4)
Transactions via a Third-Party Payment Gateway
218(2)
What to Do When a Third-Party Gateway Does Not Allow Tracking
220(2)
Tracking Negative Transactions
222(1)
Campaign Tracking
223(13)
Adding Campaign Parameters to Your Landing Page URLs
225(9)
Creating Custom Campaign Fields
234(2)
Event Tracking
236(15)
Setting Up Event Tracking
237(1)
The_trackEvent Function
237(2)
Defining Your Event Reporting Structure
239(4)
Tracking Flash Video and Animation as Events
243(5)
Tracking Banners and Other Outgoing Links as Events
248(1)
Tracking Mailto: Clicks as Events
249(1)
Tracking Embedded Video from YouTube
249(2)
Customizing the GATC
251(14)
Subdomain Tracking
252(3)
Multiple Domain Tracking
255(5)
Controlling Time-Outs
260(1)
Setting Ignore Referrer Preferences
261(1)
Site Speed Sample Rate
262(1)
Anonymize IP Addresses
263(1)
Sampling: Controlling Data Collection
264(1)
Summary
265(2)
Chapter 8 Best Practices Configuration Guide
267(48)
Initial Configuration
268(5)
Setting the Default Page
268(1)
Excluding Unnecessary Parameters
269(1)
Currency Setting
270(1)
Enabling E-commerce Reporting
270(1)
AdWords Cost Source Settings
271(1)
Enabling Site Search
271(2)
Goal Conversions and Funnels
273(13)
The Importance of Defining Goals
274(2)
What Funnel Shapes Can Tell You
276(1)
The Goal Setup Process
277(5)
The Funnel Setup Process
282(3)
Tracking Funnels for Which Every Step Has the Same URL
285(1)
Why Segmentation Is Important
286(2)
Choosing Advanced Segments versus Profile Filters
288(1)
Profile Segments: Segmenting Visitors Using Filters
289(14)
Creating a Profile Filter
290(2)
Understanding Filter Logic
292(1)
Custom Filters: Available Fields
293(2)
Five Common Profile Filters
295(8)
Assigning a Filter Order
303(1)
Report Segments: Segmenting Visitors Using Advanced Segments
303(8)
Default Advanced Segments
304(2)
Custom Advanced Segments
306(1)
Example Custom Segments
307(4)
Creating Custom Intelligence Alerts
311(2)
Summary
313(2)
Chapter 9 Google Analytics Customizations
315(42)
Why Customize an Existing Product?
316(1)
Custom Reports
317(9)
Day-on-Day Custom Report
317(3)
Unique Visitors by Page
320(1)
Affiliate Performance
321(2)
Better AdWords
323(1)
Managing Custom Reports
323(3)
Customizing the List of Recognized Search Engines
326(4)
Making Search Engines Region-Specific
327(2)
Adding New Search Engines for SEO
329(1)
Labeling Visitors, Sessions, and Pages
330(6)
Implementing Custom Variables
333(3)
Tracking Error Pages and Broken Links
336(4)
Differentiating Pay-Per-Click Network Partners
340(4)
In-Page Analytics: Differentiating Identical Links
344(1)
Matching Transactions to Specific Referral Data
345(3)
Tracking Campaign Links to File Downloads
348(3)
Changing the Referrer Credited for a Goal Conversion
351(2)
Ignoring a Referrer for a Conversion
352(1)
Roll-up Reporting
353(2)
Tracking Roll-up Transactions
353(1)
Implications of the Roll-up Technique
353(1)
Improvement Tip: Simplify with Pageview Roll-up
354(1)
Summary
355(2)
Part IV Using Visitor Data to Drive Website Improvement
357(186)
Chapter 10 Focusing on Key Performance Indicators
359(58)
Setting Objectives and Key Results
360(3)
Selecting and Preparing KPIs
363(4)
What Is a KPI?
363(2)
Preparing KPIs
365(2)
Presenting Your KPIs
367(6)
Presenting Hierarchical KPIs via Segmentation
370(2)
Benchmark Considerations
372(1)
KPI Examples by Job Role
373(39)
E-commerce Manager KPI Examples
374(7)
Marketer and Communication KPI Examples
381(8)
Social Media KPI Examples
389(2)
Content Creator KPI Examples
391(11)
Webmaster KPI Examples
402(10)
Using KPIs for Web 2.0
412(3)
Why the Fuss about Web 2.0?
413(2)
Summary
415(2)
Chapter 11 Real-World Tasks
417(86)
Identify and Optimize Poor-Performing Pages
418(13)
Using Landing Pages (Bounce Rates)
418(6)
Funnel Optimization Case Study
424(7)
Measuring the Impact of Site Search
431(6)
The Revenue Impact of Site Search
432(4)
Summary of Site Search Impact
436(1)
Optimizing Your Search Engine Marketing
437(25)
Keyword Discovery
437(3)
Campaign Optimization (AdWords)
440(5)
Attribution Optimization
445(4)
Landing Page Optimization and SEO
449(6)
AdWords Day Parting Optimization
455(2)
AdWords Ad Content Optimization
457(5)
Monetizing a Non-E-commerce Website
462(8)
Approach 1 Assign Goal Values Method
463(1)
Approach 2 Pseudo E-commerce Method
464(6)
Tracking Offline Marketing
470(12)
Using Vanity URLs to Track Offline Visitors
471(4)
Using Coded URLs to Track Offline Visitors
475(3)
Combining with Search to Track Offline Visitors
478(2)
Combining with URL Shorteners
480(1)
Combining with Quick Response Codes
480(1)
Summary and Case Study
481(1)
An Introduction to Google Website Optimizer
482(20)
Common Misconceptions
483(1)
AMAT: Where Does Testing Fit?
484(1)
Choosing a Test Type
485(3)
Getting Started: Implementing a Multivariate Experiment
488(7)
Calyx Flowers: A Retail Multivariate Case Study
495(4)
YouTube: A Content-Publishing Multivariate Case Study
499(3)
Summary
502(1)
Chapter 12 Integrating Google Analytics with Third-Party Applications
503(40)
Extracting Google Analytics Information
504(5)
Importing Data into Your CRM Using JavaScript
504(2)
Importing Data into Your CRM Using PHP
506(3)
Working with the Google Analytics Core Reporting API
509(13)
How to Use the Core Reporting API---the Basics
511(7)
Example Apps
518(4)
Example App Case Studies
522(5)
Excel and Spreadsheet Integration
522(4)
Survey Tools: Voice of Customer Integration
526(1)
Demographics within Google Analytics
527(2)
Call Tracking with Google Analytics
529(2)
Video on Demand Tracking with Google Analytics
531(3)
Mobile App Tracking with Google Analytics
534(4)
Integrating Website Optimizer with Google Analytics
538(4)
The Integration Method
539(3)
Summary
542(1)
Appendix A Regular Expression Overview
543(8)
Understanding the Fundamentals
544(1)
Regex Examples
545(6)
Appendix B Useful Tools
551(6)
Tools to Help Audit Your GATC Deployment
552(1)
Browser Add-ons
553(2)
GATC Plug-ins
555(1)
Desktop Helper Applications
555(2)
Appendix C Recommended Further Reading
557(4)
Books on Web Analytics and Related Areas
558(1)
Web Resources
558(1)
Blog Roll for Web Analytics
559(2)
Index 561
Brian Clifton, PhD, is an internationally recognized web analytics expert who specializes in performance optimization using Google Analytics for a variety of high-profile brands. He formerly led the Google Web Analytics team for Europe, the Middle East, and Africa, and he initiated and helped launch the online learning center for the Google Analytics Individual Qualification (GAIQ). Brian regularly speaks at industry trade shows, maintains the popular blog Measuring Success (www.advanced-web-metrics.com/blog/), and wrote the previous two editions of this book, which are used by students and professionals worldwide.
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