Performance Marketing with Google Analytics: Strategies and Techniques for Maximizing Online ROI

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John Wiley and Sons, Jan 21, 2011 - Computers - 456 pages
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An unparalleled author trio shares valuable advice for using Google Analytics to achieve your business goals

Google Analytics is a free tool used by millions of Web site owners across the globe to track how visitors interact with their Web sites, where they arrive from, and which visitors drive the most revenue and sales leads. This book offers clear explanations of practical applications drawn from the real world.

The author trio of Google Analytics veterans starts with a broad explanation of performance marketing and gets progressively more specific, closing with step-by-step analysis and applications.

  • Features in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more
  • Discusses how to communicate with a webmaster or developer to assist with installation
  • Addresses Google's conversion-oriented tools, including AdWords and AdSense, Google trends, Webmaster tools, search-based keyword tools, and more
  • Touches on brand tracking studies, usability research, competitive analysis, and statistical tools

Throughout the book, the main emphasis is demonstrating how you can best use Google Analytics to achieve your business objectives.

Foreword by Avinash Kaushik

Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

 

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Contents

Analyzing Data with Advanced Segments
173
Bringing Together Key Metrics and Dimensions with Custom Reports
180
Measuring Spikes and Trends with Intelligence Reports and Custom Alerts
188
Controlling Costs
195
Evaluating Web Site Performance
201
Optimizing through Continuous Improvement
223
Search Engine Marketing SEM
227
Preparing to Measure SEM with Google Analytics
236
Reporting Tools and Analysis Tools
382
Appendixes
389
Glossary
397
Google Analytics Dimension Definitions
404
Index
415
Coupon
429
Introduction
xxi
Seven Basic Principles of Effective Online Marketing
10

Analyzing and Optimizing SEM Campaigns
242
Measuring and Optimizing
257
Troubleshooting Common Display Ad Tracking Problems
274
Search Engine Optimization SEO
281
Measuring Effectiveness of SEO Efforts with Google Analytics
294
Advanced SEO Analysis Techniques
311
Analyzing Site Traffic from Social Media
326
Measuring Email Marketing
343
Tracking Email with Google Analytics
347
Extending Google Analytics
359
Tracking Print Ads
368
Using the Data Export API
375
DataDriven Marketing Basics
17
Tools for Understanding Visitors and Performance
24
Putting Google Analytics to Work
35
Defining Your Measurement Strategy
42
Google Analytics Essentials
59
How Data Is Processed
67
Installing and Administering
75
Adding the Tracking Code
81
Maintaining Your Implementations
129
Basic Analysis Features and Concepts
135
Working with the Google Analytics Standard Reports
143
Copyright

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About the author (2011)

Sebastian Tonkin is an entrepreneur and former member of the Google Analytics Marketing Team.

Caleb Whitmore is a veteran Google Analytics Authorized Consultant and Founder of Analytics Pros, a company dedicated to empowering and supporting Google Analytics users.

Justin Cutroni is author of the popular blog Analytics Talk, a Google Analytics Seminars leader and a consultant who helps companies understand how they can get greatest value from Google Analytics.

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