Advanced Web Metrics with Google Analytics (Google eBook)

Front Cover
John Wiley and Sons, Apr 22, 2010 - Computers - 440 pages
11 Reviews
Packed with insider tips and tricks, this how-to guide is fully revised to cover the latest version of Google Analytics and shows you how to implement proven Web analytics methods and concepts.

This second edition of the bestselling Advanced Web Metrics with Google Analytics is the perfect book for marketers, vendors, consultants, and Webmasters who want to learn the installation, configuration, tracking techniques, and best practices of Google Analytics.

  • Google Analytics is a free tool that measures Web site effectiveness and helps users better understand how web site performance; this book is a detailed usage guide written by one of the software's original creators
  • Explains what filters keep data accurate, how to measure Flash usage and tag for e-mail marketing, and what visitor segmentation provides the most useful feedback
  • Examines principles and practices of Web analytics, then shows how to use GA's reports and how to track dynamic Web pages, banners, outgoing links, and contact forms
  • Discusses advanced setups for configuring goals and filters, how to integrate GA with third-party systems, and how to leverage the new API

Advanced Web Metrics with Google Analytics, Second Edition is valuable for both novice and experienced users of Google Analytics.

  

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Review: Advanced Web Metrics with Google Analytics

User Review  - Robert - Goodreads

Very helpful book, but a generation out of date. Does not cover universal analytics or the new user ID collection but is a great foundation as long as you know this. I'll buy the next edition when/if it becomes available. Read full review

Review: Advanced Web Metrics with Google Analytics

User Review  - Chris Sanfilippo - Goodreads

This was not a bad analytics book. It covered a lot of basic Google Analytics information. I wish it would have provided more case studies for using the advanced features. The part that I found most useful was the goal and event tracking section. Read full review

Contents

Part I
1
Chapter
6
xvi
11
Chapter 5
33
Using Google Analytics Reports
73
Report Layout
79
Changing Table Views
85
Export and Email Features
92
Common Preimplementation Questions
154
the Google Analytics Workhorse
160
Capturing Secure Ecommerce Transactions
166
Tracking Negative Transactions
172
Summary
209
Configuring DataSharing Settings
216
What Funnel Shapes Can Tell
222
Tracking Funnels for Which Every Step Has the Same
228

The Dashboard Overview
98
Chapter 12
99
Map Overlay
104
xiv
110
Chapter 9
118
Implementing Google Analytics
129
Deploying the GATC
136
Using Accounts and Profiles
142
Linking to Your AdWords Account
148
Available Fields
236
Assigning a Filter Order
246
Summary
256
Appendix A Regular Expression Overview
473
Appendix B Useful Tools
481
Recommended Further Reading
483
198
483
231
488
Copyright

Common terms and phrases

About the author (2010)

Brian Clifton, Ph.D., is an internationally recognized Google Analytics expert who consults on website performance optimization for global clients. As the former head of web analytics for Google Europe, Middle East, and Africa, he defined the strategy for adoption and built a team of pan-European product specialists. Brian speaks at industry conferences, writes regularly on his Measuring Success blog (www.advanced-web-metrics.com/blog), and wrote the first edition of this book.

Bibliographic information