Advanced Web Metrics with Google Analytics, 3rd Edition

Chapter 4

Using the Google Analytics Interface

The Google Analytics user interface makes use of the latest developments in Web 2.0 technology to construct report data in a highly accessible, industry-leading format. For example, rather than use a side menu to navigate through different reports (though that is available), the user is encouraged to drill into the data itself.

In this chapter we review the Google Analytics interface, particularly in relation to discovering information. By understanding the report layout, you will quickly become accustomed to drilling down into the data, investigating whether a number or trend is good, bad, or indifferent for your organization.

In Chapter 4, you will learn:

• Discoverability and the context of data ...