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

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Chapter 10. Focusing on Key Performance Indicators

By now you understand what web analytics tools can do, how to set up Google Analytics using best practices, and how to navigate its interface so that you feel comfortable with the data.

What we have discussed so far has been fairly straightforward—dare I say easy? The next step, providing key performance indicators (KPIs), is the difficult part—not from a technical perspective but purely in terms of communication.

KPIs enable your colleagues to focus on the parts of their online strategy that are most effective at increasing visitors, leads, conversions, and revenue for the business. The key for large organizations is delivering different KPI reports to each stakeholder and ensuring that these are ...

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