Are you getting the most out of your website? Google insider and web metrics expert Brian Clifton reveals the information you need to get a true picture of your site's impact and stay competitive using Google Analytics (GA) and the latest web metrics methodologies. Which marketing campaigns work best? How do you quantify their success? What indicators should you track? Packed with techniques and insider secrets not documented elsewhere, this book has the expert guidance you need to enhance your brand and increase your site's ROI.
Introduction.
Part I: Measuring Success.
Chapter 1: Why Understanding Your Web Traffic Is Important to Your Business.
Information Web Analytics Can Provide.
Decisions Web Analytics Can Help You Make.
The ROI of Web Analytics.
How Web Analytics Helps You Understand Your Web Traffic.
Summary.
Chapter 2: Available Methodologies.
Page Tags and Logfiles.
Cookies in Web Analytics.
Getting Comfortable with Your Data and Its Accuracy.
Privacy Considerations for the Web Analytics Industry.
Summary.
Chapter 3: Where Google Analytics Fits.
Key Features and Capabilities of Google Analytics.
How Google Analytics Works.
Google Analytics and User Privacy.
What Is Urchin?
Google Analytics versus Urchin.
Summary.
Part II: Using Google Analytics Reports.
Chapter 4: Using the Google Analytics Interface.
Discoverability.
Navigating Your Way Around: Report Layout.
Selecting and Comparing Date Ranges.
Hourly Reporting.
Scheduled Export of Data.
Cross-Segmentation.
Summary.
Chapter 5: Top 10 Reports Explained.
The Dashboard Overview.
The Top 10 Reports.
Content Reports: $Index Explained.
Summary.
Part III: Implementing Google Analytics.
Chapter 6: Getting Started.
Creating Your Google Analytics Account.
Tagging Your Pages.
Collecting Data into Multiple Google Analytics Accounts.
Backup: Keeping a Local Copy of Your Data.
When and How to Use Accounts and Profiles.
Agencies and Hosting Providers: Setting Up Client Accounts.
Getting AdWords Data: Linking to Your AdWords Account.
Answers to Common Implementation Questions.
Summary.
Chapter 7: Advanced Implementation.
The Google Analytics Workhorse.
E-Commerce Tracking.
Online Campaign Tracking.
Event Tracking.
Customizing the GATC.
Summary.
Chapter 8: Best Practices Configuration Guide.
Initial Configuration.
Goals and Funnels.
Why Segmentation Is Important.
Filtering: Segmenting Visitors Using Filters.
Summary.
Chapter 9: Google Analytics Hacks.
Customizing the List of Recognized Search Engines.
Labeling Visitors.
Tracking Error Pages and Broken Links.
Tracking Pay-Per-Click Search Terms and Bid Terms.
Tracking Referral URLs from Pay-Per-Click Networks.
Site Overlay: Differentiating Links to the Same Page.
Matching Specific Transactions to Specific Keywords.
Tracking Links to Direct Downloads.
Changing the Referrer Credited for a Conversion.
Importing Campaign Variables into your CRM System.
Summary.
Part IV: Using Visitor Data to Drive Website Improvement.
Chapter 10: Focus on Key Performance Indicators.
Setting Objectives and Key Results (OKRs).
Selecting and Preparing KPIs.
Presenting Your KPIs.
KPI Examples by Job Role.
Using KPIs for Web 2.0.
Summary.
Chapter 11: Real-World Tasks.
Identifying Poorly Performing Pages.
Measuring the Success of Site Search.
Optimizing Your Search Engine Marketing.
Monetizing a Non-E-Commerce Website.
Tracking Offline Marketing.
Appendix: Recommended Further Reading.
Books on Web Analytics and Related Areas.
Web Resources.
Blog List for Web Analytics.
Index.
Brian Clifton, Ph.D., leads the Google Web Analytics team for Europe, the Middle East, and Africa. He is a noted web analytics and search engine marketing expert who speaks at industry trade shows (including Search Engine Strategies, Emetrics Summit, and Search Marketing World), maintains a blog on web metrics and Google Analytics (www.advanced-web-metrics.com), and has written numerous white papers.
How Does Your Website Measure Up?
Are you getting the most out of your website? Google insider and web metrics expert Brian Clifton reveals the information you need to get a true picture of your site's impact and stay competitive using Google Analytics (GA) and the latest web metrics methodologies.
Which marketing campaigns work best? How do you quantify their success? What indicators should you track? Packed with techniques and insider secrets not documented elsewhere, Advanced Web Metrics with Google Analytics has the expert guidance you need to enhance your brand and increase your site's ROI. Learn how to:
Measure your web traffic and understand its impact on ROI
Configure your data collection parameters, then extract and analyze the collected data
Drill down to the precise visitor segments or time periods you choose
Discover how long it takes for your visitors to convert to customers
Follow best practices for page tagging and tracking dynamic web pages, Flash events, banners, and more
Optimize checkout systems, pay-per-click campaigns (including AdWords), SEO, and e-mail marketing, and use ad version testing in conjunction with multivariate testing
Centralize your data collection and track offline campaigns
This book is a recipe for measuring your success and optimizing your online marketing."
—Jim Sterne, Founding Director and Chairman of the Web Analytics Association
I can confidently recommend this book to anybody serious about turning web analytics into a competitive business advantage."
—Dennis R. Mortensen, COO, IndexTools, Inc.
Brian Clifton does a fantastic job of explaining how to effectively power a web analytics strategy using Google Analytics. Both new and seasoned GA users will benefit from Brian's book and his expertise."
—Justin Cutroni, Director of Analytics and Testing, EpikOne
What Brian Clifton doesn't know about Google Analytics probably hasn't been invented yet. In this book he shares his extensive knowledge in a concise and coherent fashion."
—Neil Mason, Managing Director, Applied Insights
What's fantastic about this book is the practical, detailed help it gives you to get real value out of your web analytics tool."
—Ashley Friedlein, CEO, E-consultancy.com
Publisher: John Wiley & Sons
Distributor: John Wiley & Sons
Publication Date: 03-31-2008
Pages: 384
Measurements: 233.6mm X 185.39mm X 20.299mm X 20oz
