Advanced Web Metrics with Google Analytics

Häftad, Engelska, 2012

304 kr

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Beskrivning

This book is intended for use by customers using Google Classic Analytics and does not cover the newer Google Universal Analytics or related Google Tag Manager.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 usersCovers social media analytics features, advanced segmentation displays, multi-dashboard configurations, and using Top 20 reportsProvides 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 formsIncludes 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 moreMake 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.

Produktinformation

Utgivningsdatum:2012-03-30
Mått:188 x 236 x 31 mm
Vikt:807 g
Format:Häftad
Språk:Engelska
Antal sidor:608
Upplaga:3
Förlag:John Wiley & Sons Inc
ISBN:9781118168448

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Mer om författaren

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.

Innehållsförteckning

Foreword xixIntroduction xxiPart I Measuring Success 1Chapter 1 Why Understanding Your Web Traffic is Important to Your Business 3Website Measurement—Why Do This? 4Information Web Analytics Can Provide 7Where to Start 9Decisions Web Analytics Can Help You Make 12The ROI of Web Analytics 13How Much Should I Invest in This? 13How Web Analytics Helps You Understand Your Web Traffic 16Where Web Analytics Fits In 16How is Google Analytics Different? 18Targeting Digital Marketers Rather Than IT Departments 19Where to Get Help 19Resources Provided by Google (Free) 19Non-Google Resources (Free) 20Official Google Analytics Certified Partners (Paid) 20Summary 20Chapter 2 Available Methodologies and Their Accuracy 23Page Tags and Logfiles 24Cookies in Web Analytics 26Understanding Web Analytics Data Accuracy 27Issues Affecting Visitor Data Accuracy for Logfiles 28Issues Affecting Visitor Data from Page Tags 29Issues Affecting Visitor Data When Using Cookies 33Comparing Data from Different Vendors 35Why PPC Vendor Numbers Do Not Match Web Analytics Reports 41Data Misinterpretation: Lies, Damned Lies, and Statistics 44Improving the Accuracy of Web Analytics Data 45Privacy Considerations for the Web Analytics Industry 47Types of Private Information 48The EU Privacy Law 49Summary 52Chapter 3 Google Analytics Features, Benefits, and Limitations 53Key Features and Capabilities of Google Analytics 54Standard Features 54Advanced Features 59How Google Analytics Works 63The Google Analytics Tracking Code 63What is Not Tracked by Default 65The Default Attribution Model 67Google Analytics Limits 68What Google Analytics Does Not Do 70Service-Level Agreement 70Indefinite Data Retention 70Provide Professional Services 71Data Reprocessing 71Bid Management 72Import Third-Party Data 72Per-Visitor Tracking (against Google Policies) 72What is Google Analytics Premium? 73Comparing Google Analytics Premium versus Free 75Google Analytics and Privacy 77Common Privacy Questions 79What is Urchin? 82Differences between Google Analytics and Urchin 83Urchin Advantages 84Criteria for Choosing between Google Analytics and Urchin 85Summary 86Part II Using Google Analytics Reports 87Chapter 4 Using the Google Analytics Interface 89Discoverability and Initial Report Access 90Navigating Your Way Around: Report Layout 92Dimensions and Metrics 94The Data Table 94Date Range Selector 96Aggregate Summary Metrics 97Chart Options 98Changing Table Views 101Plotting Multiple Rows 105Secondary Dimensions 105Changing the Displayed Dimension 106Table Sorting 106Table Search 108Table Filters (Advanced) 109Chart Display and Annotation 110Report Sections 112Tabbed Views 112Advanced Segments 112Export 113Email Reports 114Add to Dashboard 115Summary 116Chapter 5 Reports Explained 117The Home Overview 118Real-Time Reporting 118Intelligence Events 119Flow Visualization 126Dashboards 129Top Standard Reports 132Multi-Channel Funnels 132Social Interactions 138Visitors: Location 138E-commerce: Overview Report 140Motion Charts 141Goal and Funnel Reports 144Visitor: Mobile Report 146Traffic Sources: Search Engine Optimization 147AdWords: Campaigns 149AdWords: Keyword Report 151AdWords: Matched Queries Report 152AdWords: Keyword Positions Report 153Content: Navigation Summary 154Content: Site Speed 156Site Search: Usage Report 157Content: In-Page Analytics 158Understanding Report Sampling 160Summary 162Part III Implementing Google Analytics 163Chapter 6 Getting Started: Initial Setup 165Creating Your Google Analytics Account 166General Account Information 168Configuring Data-Sharing Settings 169Accepting the Terms of Service 169Tagging Your Pages 170Understanding the Google Analytics Tracking Code 170Deploying the GATC—Tagging Pages 173Back Up: Keeping a Local Copy of Your Data 176Using Accounts, Web Properties, and Profiles 179Creating a New Profile 180Creating a New Web Property 182Creating a New Account 183Roll-up Reporting 184Choosing between Roll-up Reporting and Multiple Profiles or Multiple Web Properties 186Agencies and Hosting Providers: Setting Up Client Accounts 186Integrating with Your AdWords Data 188Testing after Enabling Auto-Tagging 191Integrating with Your AdSense Data 192Integrating with Your Webmaster Tools Data 194Integrating with Feedburner 195Tracking Mobile Visitors 198Server-Side Tracking for Mobile Sites 199Common Pre-implementation Questions 200Summary 205Chapter 7 Advanced Implementation 207_trackPageview: the Google Analytics Workhorse 208Tracking Unreadable URLs with Virtual Pageviews 209Tracking File Downloads with Virtual Pageviews 211Tracking Partially Completed Forms with Virtual Pageviews 212Virtual Pageviews versus Event Tracking 213Tracking E-commerce Transactions 213Capturing Secure E-commerce Transactions 214Transactions via a Third-Party Payment Gateway 218What to Do When a Third-Party Gateway Does Not Allow Tracking 220Tracking Negative Transactions 222Campaign Tracking 223Adding Campaign Parameters to Your Landing Page URLs 225Creating Custom Campaign Fields 234Event Tracking 236Setting Up Event Tracking 237The _trackEvent Function 237Defining Your Event Reporting Structure 239Tracking Flash Video and Animation as Events 243Tracking Banners and Other Outgoing Links as Events 248Tracking Mailto: Clicks as Events 249Tracking Embedded Video from YouTube 249Customizing the GATC 251Subdomain Tracking 252Multiple Domain Tracking 255Controlling Time-Outs 260Setting Ignore Referrer Preferences 261Site Speed Sample Rate 262Anonymize IP Addresses 263Sampling: Controlling Data Collection 264Summary 265Chapter 8 Best Practices Configuration Guide 267Initial Configuration 268Setting the Default Page 268Excluding Unnecessary Parameters 269Currency Setting 270Enabling E-commerce Reporting 270AdWords Cost Source Settings 271Enabling Site Search 271Goal Conversions and Funnels 273The Importance of Defining Goals 274What Funnel Shapes Can Tell You 276The Goal Setup Process 277The Funnel Setup Process 282Tracking Funnels for Which Every Step Has the Same URL 285Why Segmentation is Important 286Choosing Advanced Segments versus Profile Filters 288Profile Segments: Segmenting Visitors Using Filters 289Creating a Profile Filter 290Understanding Filter Logic 292Custom Filters: Available Fields 293Five Common Profile Filters 295Assigning a Filter Order 303Report Segments: Segmenting Visitors Using Advanced Segments 303Default Advanced Segments 304Custom Advanced Segments 306Example Custom Segments 307Creating Custom Intelligence Alerts 311Summary 313Chapter 9 Google Analytics Customizations 315Why Customize an Existing Product? 316Custom Reports 317Day-on-Day Custom Report 317Unique Visitors by Page 320Affiliate Performance 321Better AdWords 323Managing Custom Reports 323Customizing the List of Recognized Search Engines 326Making Search Engines Region-Specific 327Adding New Search Engines for SEO 329Labeling Visitors, Sessions, and Pages 330Implementing Custom Variables 333Tracking Error Pages and Broken Links 336Differentiating Pay-Per-Click Network Partners 340In-Page Analytics: Differentiating Identical Links 344Matching Transactions to Specific Referral Data 345Tracking Campaign Links to File Downloads 348Changing the Referrer Credited for a Goal Conversion 351Ignoring a Referrer for a Conversion 352Roll-up Reporting 353Tracking Roll-up Transactions 353Implications of the Roll-up Technique 353Improvement Tip: Simplify with Pageview Roll-up 354Summary 355Part IV Using Visitor Data to Drive Website Improvement 357Chapter 10 Focusing on Key Performance Indicators 359Setting Objectives and Key Results 360Selecting and Preparing KPIs 363What is a KPI? 363Preparing KPIs 365Presenting Your KPIs 367Presenting Hierarchical KPIs via Segmentation 370Benchmark Considerations 372KPI Examples by Job Role 373E-commerce Manager KPI Examples 374Marketer and Communication KPI Examples 381Social Media KPI Examples 389Content Creator KPI Examples 391Webmaster KPI Examples 402Using KPIs for Web 2.0 412Why the Fuss about Web 2.0? 413Summary 415Chapter 11 Real-World Tasks 417Identify and Optimize Poor-Performing Pages 418Using Landing Pages (Bounce Rates) 418Funnel Optimization Case Study 424Measuring the Impact of Site Search 431The Revenue Impact of Site Search 432Summary of Site Search Impact 436Optimizing Your Search Engine Marketing 437Keyword Discovery 437Campaign Optimization (AdWords) 440Attribution Optimization 445Landing Page Optimization and SEO 449AdWords Day Parting Optimization 455AdWords Ad Content Optimization 457Monetizing a Non-E-commerce Website 462Approach 1: Assign Goal Values Method 463Approach 2: Pseudo E-commerce Method 464Tracking Offline Marketing 470Using Vanity URLs to Track Offline Visitors 471Using Coded URLs to Track Offline Visitors 475Combining with Search to Track Offline Visitors 478Combining with URL Shorteners 480Combining with Quick Response Codes 480Summary and Case Study 481An Introduction to Google Website Optimizer 482Common Misconceptions 483AMAT: Where Does Testing Fit? 484Choosing a Test Type 485Getting Started: Implementing a Multivariate Experiment 488Calyx Flowers: A Retail Multivariate Case Study 495YouTube: A Content-Publishing Multivariate Case Study 499Summary 502Chapter 12 Integrating Google Analytics with Third-Party Applications 503Extracting Google Analytics Information 504Importing Data into Your CRM Using JavaScript 504Importing Data into Your CRM Using PHP 506Working with the Google Analytics Core Reporting API 509How to Use the Core Reporting API—the Basics 511Example Apps 518Example App Case Studies 522Excel and Spreadsheet Integration 522Survey Tools: Voice of Customer Integration 526Demographics within Google Analytics 527Call Tracking with Google Analytics 529Video on Demand Tracking with Google Analytics 531Mobile App Tracking with Google Analytics 534Integrating Website Optimizer with Google Analytics 538The Integration Method 539Summary 542Appendix A Regular Expression Overview 543Understanding the Fundamentals 544Regex Examples 545Appendix B Useful Tools 551Tools to Help Audit Your GATC Deployment 552Browser Add-ons 553GATC Plug-ins 555Desktop Helper Applications 555Appendix C Recommended Further Reading 557Books on Web Analytics and Related Areas 558Web Resources 558Blog Roll for Web Analytics 559Index 561