Web analytics can be incredibly powerful and insightful—an astonishing amount of information is available when compared to any other forms of traditional marketing. The danger, however, is taking web analytics reports at face value, and this raises the issue of accuracy.
The key to successfully utilizing the volume of information collected is to get comfortable with your data—what it can tell you, what it can't, and the limitations therein. This requires an understanding of the data-collection methodologies. Essentially, there are two common techniques: page tags and server logfiles. Google Analytics is a page tag technique.
In Chapter 2, you will learn:
How web visitor data is collected
The relative ...