Advanced Web Metrics With Google Analytics

Informationen zum Autor 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. Klappentext Get the latest information about using the #1 web analytics tool from this fully updated guideGoogle 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 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. Zusammenfassung Get the latest information about using the #1 web analytics tool from this fully updated guideGoogle 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 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. Inhaltsverzeichnis Foreword xixIntroduction xxiPart I Measuring Success 1Chapter 1 Why Understanding Your Web Traffic Is Important to Your Business 3Chapter 2 Available Methodologies and Their Accuracy 23Chapter 3 Google Analytics Features, Benefits, and Limitations 53Part II Using Google Analytics Reports 87Chapter 4 Using the Google Analyti...

List of contents

Foreword xix
 
Introduction xxi
 
Part I Measuring Success 1
 
Chapter 1 Why Understanding Your Web Traffic Is Important to Your Business 3
 
Chapter 2 Available Methodologies and Their Accuracy 23
 
Chapter 3 Google Analytics Features, Benefits, and Limitations 53
 
Part II Using Google Analytics Reports 87
 
Chapter 4 Using the Google Analytics Interface 89
 
Chapter 5 Reports Explained 117
 
Part III Implementing Google Analytics 163
 
Chapter 6 Getting Started: Initial Setup 165
 
Chapter 7 Advanced Implementation 207
 
Chapter 8 Best Practices Configuration Guide 267
 
Chapter 9 Google Analytics Customizations 315
 
Part IV Using Visitor Data to Drive Website Improvement 357
 
Chapter 10 Focusing on Key Performance Indicators 359
 
Chapter 11 Real-World Tasks 417
 
Chapter 12 Integrating Google Analytics with Third-Party Applications 503
 
Appendix A Regular Expression Overview 543
 
Appendix B Useful Tools 551
 
Appendix C Recommended Further Reading 557
 
Index 561

Product details

• Authors: B Clifton, Brian Clifton
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 01.04.2012
• EAN: 9781118168448
• ISBN: 978-1-118-16844-8
• No. of pages: 608
• Subjects: Natural sciences, medicine, IT, technology > IT, data processing > Data communication, networks; Social sciences, law, business > Business > Business administration; Internet, End-User Computing, Computer-Ratgeber, Allg. Internet, Internet General