Advanced Web Metrics with Google Analytics

Brian Clifton

John Wiley and Sons, Apr 22, 2010 - Computers - 440 pages

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.

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
• 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
• 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
• 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

About the author

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

• Title: Advanced Web Metrics with Google Analytics; Serious skills
• Author: Brian Clifton
• Edition: 2
• Publisher: John Wiley and Sons, 2010
• ISBN: 0470634944, 9780470634943
• Length: 440 pages
• Subjects: Computers / Internet / General