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Advanced Web Metrics with Google Analytics™, Second Edition by Brian Clifton

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Chapter 1. Why Understanding Your Web Traffic Is Important to Your Business

Web analytics is a thermometer for your website—constantly checking and monitoring your online health. As a methodology, it is the study of online experience in order to improve it; without it, you are flying blind. How else would you determine whether your search engine marketing is effective at capturing your maximum potential audience or whether negative blog comments are hindering conversions? Is the user experience a good one, encouraging engagement and return visits, or are visitors bouncing off your website after viewing only a single page?

In Chapter 1, you will learn:

  • The kinds of information you can obtain from analyzing traffic on your site

  • The kinds of decisions ...

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