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Author Ledford, Jerri L
Title Google Analytics
Imprint New York : John Wiley & Sons, Incorporated, 2009
©2010
book jacket
Edition 3rd ed
Descript 1 online resource (435 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Note Cover -- Title Page -- Copyright -- Contents -- Introduction -- Part I Getting Started with Google Analytics -- Chapter 1 What's New in Google Analytics -- Two Years Equals Lots of Changes -- Betas Galore -- Custom Reporting -- Advanced Segmenting -- Motion Charts -- Chapter 2 Why Analytics? -- What Are Analytics? -- Collecting Raw Data -- Measurement Techniques -- How Did Google Analytics Come to Be? -- What Can Google Analytics Do for Me? -- What Google Analytics Is Not -- Chapter 3 Creating Your Analytics Account -- First, You Need a Google Account -- Signing Up for Google Analytics -- Adding Tracking Code to Your Pages -- Google Analytics on Secure Pages (https) -- The Easy Way -- The Hard Way -- Understanding the Tracking Code -- Checking Tracking Status -- Navigating Analytics -- Chapter 4 The Settings Dashboard -- Analytics Settings -- Web-Site Profiles -- Adding a Profile -- Checking Status -- Editing a Profile Name -- Starring and Sorting Web-Site Profiles -- Editing Profile Settings -- Deleting a Profile -- User Management -- Adding a User -- Setting User Permissions -- Deleting a User -- Chapter 5 Account Dashboard Basics -- Navigating from the Dashboard -- Standard Dashboard Modules -- Interacting with the Site Usage Report -- Adding Reports -- Deleting Reports -- Sorting Data with Segmentation -- Enabling Segmentation -- Creating Custom Segments -- Working with Date Ranges -- Using the Calendar -- Comparing Ranges -- Using the Timeline -- Part II Analytics and Site Statistics: Concepts and Methods -- Chapter 6 E-commerce Concepts and Methods -- What Works in E-commerce -- Understanding Your Customers -- What Measurements Matter -- Chapter 7 Basic Metrics and Concepts -- Identifying People and Not-People -- Visits and Visitor Metrics -- Hits vs. Pages -- Visits, Unique Visits, and New Visits -- New, Returning, and Repeat Visits
Visit Duration -- Bounces and Single-Page Visits -- Traffic Metrics -- Direct Traffic, Referrers, and Referring URLs -- Keywords and Phrases -- Chapter 8 Setting Up E-commerce -- Enabling E-commerce within Your Profile(s) -- The Google Analytics E-commerce Code -- General E-commerce Coding Guidelines -- E-commerce Tracking on Subdomains and Separate (Third-Party) Domains -- Tracking E-commerce on Subdomains -- Tracking E-commerce on Separate/Third-Party Domains -- A Few Important Notes about Tracking E-commerce on Third-Party Domains -- E-commerce Tracking with Google Checkout -- Other E-commerce Platforms -- Tracking Other E-commerce Platforms -- Part III Advanced Implementation -- Chapter 9 Advanced Dashboard Features -- Creating Special-Purpose Dashboards -- User Access to Dashboards -- Sharing Your Dashboard Information -- Suggested Dashboards for Specific Roles -- Executive -- Marketing -- Webmaster -- Small Business -- Content Site -- E-commerce Site -- Local Business Only -- Creating Custom Reports -- How the Report Is Created -- Editing and Managing Custom Reports -- Chapter 10 Filtering Analytics Data -- Using Filters to Further Segment Visitors -- A Short Lesson in Regular Expressions -- A Slightly Longer Lesson on Regular Expressions -- Matching an IP Address -- Matching a Directory Name -- Matching a Variable Name/Value Pair -- Managing Filters -- Creating New Filters -- Custom Filters -- Advanced Filters -- Creating Advanced Filters -- Improve Your SEO/CPC Reporting with Filters -- Organic Traffic Only -- Editing and Deleting Filters -- The Power of Filters -- Chapter 11 Setting Goals -- Understanding Goal-Setting -- Why Set Goals? -- Choosing Which Goals To Set -- Monetizing Goals -- Content-Site Goals -- Tracking Dynamic Pages -- Setting Up Goals -- Choosing the Right Goal Information -- Editing and Inactivating Goals
Measuring Goals That Result in Conversions -- Goals Overview -- Total Conversions -- Conversion Rate -- Goal Verification -- Reverse Goal Path -- Goal Value -- And a Couple More… -- Chapter 12 Funneling Visitors to Their Destination -- What's a Funnel and Why Is It Important? -- Establishing Funnels -- Creating Standard Funnels -- Creating Nonstandard Funnels -- Funnel Quirks -- Tracking Funnel Results -- Goal Abandoned Funnels -- Funnel Visualization -- Chapter 13 Google AdWords Integration -- Why Sync in the First Place? -- Syncing Your Google AdWords and Analytics Accounts -- You Have Neither an AdWords Nor an Analytics Account -- You Have an AdWords Account, but Not an Analytics Account -- You Have an Analytics Account, but Not an AdWords Account -- You Have Both an AdWords and an Analytics Account -- Special Cases and the GCLID -- Tracking E mail, Banner, and Other Non-AdWords Marketing -- Putting It All Together -- Notes and Tips about URL Tagging -- The Google Analytics URL Builder -- The AdWords Report Section -- The AdWords Campaigns Report -- The Difference between a Visit and a Click -- The Keyword Positions Report -- The TV Campaigns Report -- Other Reports Displaying AdWords and Non-AdWords Data -- Chapter 14 Hacking Google Analytics -- A Review of Subdomain/Cross-Domain Tracking -- Tracking Subdomains -- Tracking Multiple Domains -- Tracking Multiple Subdomains and Multiple Domains -- Setting up Duplicate Profiles -- Why Create Duplicate Profiles? -- Filtering Out Internal Traffic -- Excluding a Single IP Address -- Excluding Two (or More) IP Addresses -- Excluding a Range of IP Addresses -- Excluding Internal Traffic That Uses Dynamic IP Addresses -- Other Neat (Advanced) Filters -- Writing the Hostname in Front of the Request URI -- Appending the Source after the Campaign
Three-Step Filter: Adding Campaign Source, Visitor Country, and Campaign Term to the Transaction ID -- Tracking Google Search Engine Rankings -- Tracking PDF (and Other) File Downloads -- Tracking PDF/Downloadable Files as Content -- Setting Up Goals for Your Downloadable Files -- Customizations with the Google Analytics Tracking Code -- Tracking Virtual Page Views -- Tracking Two Accounts Simultaneously -- Custom Segmentation (User-Defined) -- Modifying the Session Timeout -- Modifying the Campaign Conversion Timeout -- Modifying Conversion Attribution (Last to First) -- Using the Anchor (#) Symbol in Destination URLs -- Recognizing 'Nonstandard' URL Query Parameters -- Counting Keywords and Referring Sites as 'Direct' Traffic -- Setting the Cookie Path to a Subdirectory -- Controlling Data Collection Settings -- Tracking a New Organic Search Engine -- Tracking Coupons and Discounts (E-commerce) -- Tracking Social Media -- Part IV The Reports -- Chapter 15 Analyzing Visitors -- Visitors Overview -- Visitors -- Visitor Segmentation -- Technical Profile -- Benchmarking -- What's Collected and Why It's Needed -- How Accurate Is Benchmarking? -- Enabling Benchmarking on Your Site -- Map Overlay -- New vs. Returning -- Languages -- Visitor Trending -- Visits -- Absolute Unique Visitors -- Page Views -- Average Page Views -- Time on Site -- Bounce Rate -- Visitor Loyalty -- Loyalty -- Recency -- Length of Visit -- Depth of Visit -- Browser Capabilities -- Browser -- Operating System -- Browser and Operating System -- Screen Colors -- Screen Resolution -- Flash Version -- Java Support -- Network Properties -- Network Location -- Hostnames -- Connection Speeds -- User Defined -- Adding a Variable -- What to Segment -- Chapter 16 Traffic Sources -- What Traffic Analysis Can Tell You -- Traffic Sources Overview -- Direct Traffic -- Referring Sites
Search Engines -- All Traffic Sources -- AdWords -- AdWords Campaigns -- Keyword Positions -- TV Campaigns -- Keywords -- Campaigns -- Source -- Medium -- Ad Versions -- A/B Testing -- URL Builder -- Chapter 17 Content Overview -- Determining the Value of Web-Site Content -- Content Overview -- Navigation Analysis -- Landing Page Optimization -- Click Patterns -- Additional Content Reports -- Top Content -- Content by Title -- Content Drilldown -- Top Landing Pages -- Top Exit Pages -- Site Overlay -- And One More… -- Chapter 18 Site Search -- Configuring Your Profile(s) -- What If I'm Not Using Google Site Search? -- What If I'm Not Using Any Search Tool? -- Site Search Overview (Metrics) -- Site Search Reports -- The Usage Report -- The Search Terms Report -- Start Pages and Destination Pages Reports -- The Categories Report -- The Trending Report -- The Philosophy of Site Search -- Why Are People Searching on My Web Site in the First Place? -- Chapter 19 Event Tracking -- Why Bother with Event Tracking? -- Implementing Event Tracking -- The Event Tracking Module -- Implicit Count: What It Is and What You Need to Know -- Does Event Tracking Affect Bounce Rate? -- Are There Any Limitations on What I Can Track? -- Tracking File Downloads as Events -- Can Events Be Tracked as Goals? -- Event Tracking Reports -- The Event Tracking Overview Report -- The Event Tracking Categories Report -- The Event Tracking Actions Report -- The Event Tracking Labels Report -- The Event Tracking Trending Report -- The Event Tracking Hostnames Report -- Using Events in Advanced Segments -- Chapter 20 E-Commerce Tracking -- Ecommerce Overview -- Total Revenue -- Conversion Rate -- Average Order Value -- Product Performance -- Product Overview -- Product SKUs -- Categories -- Transactions -- Visits to Purchase -- Days to Purchase -- Appendix A Where To Go from Here
Google Resources
Get the most out of the free Google Analytics service-and get more customers Google Analytics allows you to discover vital information about how end users interact with their Web sites by collecting vital data and providing tools to analyze it, with the intention of improving the end-user experience and, ultimately converting users into customers. This indispensible guide delves into the latest updates to the newest version of Google Analytics-3.0-and explains the concepts behind this amazing free tool. You'll discover what information to track, how to choose the right goals and filters, techniques for reading Google Analytics reports and graphs, and, most importantly, how to compile this data and use it to improve your Web site and attract more potential customers. Takes an in-depth look at Google Analytics 3.0 and walks you through the possibilities it offers Explains how to read Google Analytics reports and graphs so that you can compile this data and use it to improve your Web site and attract more users Shares techniques for converting end users into customers Features tips and suggestions for getting the information you need from Google Analytics reports and then converting that information into actionable tasks you can use With Google Analytics, Third Edition, you&'ll be well on your way to retrieving the information you need to convert visitors to your site into customers! Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Ledford, Jerri L. Google Analytics New York : John Wiley & Sons, Incorporated,c2009 9780470531280
Subject Google Analytics.;Internet searching -- Statistical services.;Web usage mining -- Computer programs.;Internet users -- Statistics -- Data processing
Electronic books
Alt Author Teixeira, Joe
Tyler, Mary E
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