Advanced Web Metrics with Google Analytics (Google eBook)

Front Cover
John Wiley & Sons, Mar 30, 2012 - Computers - 600 pages
10 Reviews
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.

  

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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Very helpful book, but a generation out of date.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

Partl Measuring Success 1
1
Chapter 12
12
Available Methodologies and Their Accuracy 23
23
Chapter 5
37
How Google Analytics Works
63
What Google Analytics Does Not Do
70
Summary
86
Appendix
110
Appendix A Regular Expression Overview gives you an introduction to understanding
280
The Funnel Setup Process
282
Choosing Advanced Segments versus Profile Filters
288
Five Common Profile Filters
295
Assigning a Filter Order
303
Creating Custom Intelligence Alerts
311
Custom Reports
317
Better AdWords
323

identify and optimize poorperforming pages site search and online and offline market
114
Chapter 9
128
Integrating with Your AdWords Data
188
Integrating with Your Webmaster Tools Data
194
Common Preimplementation Questions
200
Advanced Implementation
207
Virtual Pageviews versus Event Tracking
213
What to Do When a ThirdParty Gateway Does Not Allow Tracking
220
Creating Custom Campaign Fields
234
Tracking Flash Video and Animation as Events
243
Clicks as Events
249
Multiple Domain Tracking
255
Setting Ignore Referrer Preferences
261
Initial Configuration
268
The Importance of Defining Goals
274
Adding New Search Engines for SEO
329
Tracking Error Pages and Broken Links
336
Rollup Reporting
353
xvi
363
KPI Examples by Job Role
373
Marketer and Communication KPI Examples
381
Social Media KPI Examples
389
Webmaster KPI Examples
402
Using KPIs for Web 2 0
412
Measuring the Impact of Site Search
431
Optimizing Your Search Engine Marketing
437
Attribution Optimization
445
Appendix B Useful Tools describes some useful tools for helping you implement
503
Recommended Further Reading
557
Copyright

Common terms and phrases

About the author (2012)

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.

Bibliographic information