Table of Contents

Cover

Title

Copyright

Dedication

About the Authors

About the Tech Editor

Credits

Acknowledgments

Introduction

Overview of the Book and Technology

How This Book Is Organized

Who Should Read this Book

Tools You Will Need

Moving On

Part I: Getting Started with Google Analytics

Chapter 1: What’s New in Google Analytics

Two Years Equals Lots of Changes

Betas Galore

Chapter 2: Why Analytics?

What Are Analytics?

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)

Navigating Analytics

Chapter 4: The Settings Dashboard

Analytics Settings

Web-Site Profiles

User Management

Chapter 5: Account Dashboard Basics

Navigating from the Dashboard

Standard Dashboard Modules

Sorting Data with Segmentation

Working with Date Ranges

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

Visit Duration

Bounces and Single-Page Visits

Traffic Metrics

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

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

Suggested Dashboards for Specific Roles

Creating 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

Managing Filters

Advanced Filters

Chapter 11: Setting Goals

Understanding Goal-Setting

Monetizing Goals

Setting Up Goals

Measuring Goals That Result in Conversions

And a Couple More…

Chapter 12: Funneling Visitors to Their Destination

What’s a Funnel and Why Is It Important?

Establishing Funnels

Tracking Funnel Results

Chapter 13: Google AdWords Integration

Why Sync in the First Place?

Syncing Your Google AdWords and Analytics Accounts

Special Cases and the GCLID

Tracking E-mail, Banner, and Other Non-AdWords Marketing

The AdWords Report Section

Other Reports Displaying AdWords and Non-AdWords Data

Chapter 14: Hacking Google Analytics

A Review of Subdomain/Cross-Domain Tracking

Setting up Duplicate Profiles

Why Create Duplicate Profiles?

Filtering Out Internal Traffic

Other Neat (Advanced) Filters

Tracking PDF (and Other) File Downloads

Customizations with the Google Analytics Tracking Code

Tracking Coupons and Discounts (E-commerce)

Tracking Social Media

Part IV: The Reports

Chapter 15: Analyzing Visitors

Visitors Overview

Benchmarking

Map Overlay

New vs. Returning

Languages

Visitor Trending

Visitor Loyalty

Browser Capabilities

Network Properties

User Defined

Chapter 16: Traffic Sources

What Traffic Analysis Can Tell You

Traffic Sources Overview

Direct Traffic

Referring Sites

Search Engines

All Traffic Sources

AdWords

Keywords

Campaigns

Ad Versions

Chapter 17: Content Overview

Determining the Value of Web-Site Content

Content Overview

Additional Content Reports

Chapter 18: Site Search

Configuring Your Profile(s)

Site Search Overview (Metrics)

Site Search Reports

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

Tracking File Downloads as Events

Can Events Be Tracked as Goals?

Event Tracking Reports

Using Events in Advanced Segments

Chapter 20: E-Commerce Tracking

Ecommerce Overview

Total Revenue

Conversion Rate

Average Order Value

Product Performance

Transactions

Visits to Purchase

Days to Purchase

Appendix A: Where To Go from Here

Google Resources

Google Analytics Blogs

Index

End User License Agreement

Guide

Cover

Table of Contents

Begin Reading

List of Illustrations

Chapter 1: What’s New in Google Analytics

Figure 1-1: Motion Charts are another way to visualize your data segments and dimensions to spot trends you might not otherwise see.

Figure 1-2: Controls allow you to start and stop the motion chart and change other visual elements.

Chapter 2: Why Analytics?

Figure 2-1: Client-side data collection takes place between the browser and the remote data collection server.

Figure 2-2: Server-side data collection takes place when a browser requests a page or file from a web server.

Chapter 3: Creating Your Analytics Account

Figure 3-1: Google wants your e-mail address, your location, and a password to create an account.

Figure 3-2: To sign up, click the Sign Up Now link.

Figure 3-3: Enter your general information here.

Figure 3-4: Enter your contact information here.

Figure 3-5: The Analytics tracking code must be added to every page of your web site that you want to track.

Figure 3-6: Analytics has many dashboards. This one controls your profile settings.

Figure 3-7: Your account number and the page tracking code are important elements to know.

Figure 3-8: Each web site that you track with Google Analytics has its own account listing.

Figure 3-9: Tracking status is displayed on the Profile Settings page.

Figure 3-10: The Tracking Code page contains additional tracking information about your web site.

Figure 3-11: Youâ€™ll find your most frequently used reports in the Dashboard.

Figure 3-12: Each level of navigation leads you deeper into collected data.

Figure 3-13: Customize the Dashboard by adding the reports you use most often.

Figure 3-14: A confirmation message lets you know the report has been added.

Figure 3-15: Reports can be e-mailed to others in one of four formats.

Chapter 4: The Settings Dashboard

Figure 4-1: The main Google Analytics dashboard

Figure 4-2: The Website Profiles menu contains up to five different profiles.

Figure 4-3: You can give other people access to your Google Analytics profiles.

Figure 4-4: Adding a new profile takes only a few seconds.

Figure 4-5: The Tracking Status screen shows status information and tracking code.

Figure 4-6: The pencil icon indicates that you can change the web-site profile name.

Figure 4-7: Delete the text in the textbox and replace it with the desired profile name.

Figure 4-8: Use the sorting buttons to separate all web-site profiles from starred web-site profiles.

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!