book

Advanced Web Metrics with Google Analytics, 3rd Edition

Name: Advanced Web Metrics with Google Analytics, 3rd Edition
Author: Brian Clifton
ISBN: 9781118168448

by Brian Clifton

April 2012

Beginner to intermediate

600 pages

16h 56m

English

Sybex

Read now

Unlock full access

Cover
Title Page
Praise for Advanced Web Metrics with Google Analytics, Third Edition
Praise for Advanced Web Metrics with Google Analytics, Third Edition
Copyright
Publisher's Note
Dedication
Acknowledgments
About the Author
Foreword
Introduction
Who Should Read This BookWhat Is Covered in This BookGoogle Analytics Individual QualificationHow to Contact the Author

Part I: Measuring Success
Chapter 1: Why Understanding Your Web Traffic Is Important to Your Business
Website Measurement—Why Do This?Information Web Analytics Can ProvideWhere to StartDecisions Web Analytics Can Help You MakeThe ROI of Web AnalyticsHow Web Analytics Helps You Understand Your Web TrafficWhere Web Analytics Fits InHow Is Google Analytics Different?Where to Get HelpSummary
Chapter 2: Available Methodologies and Their Accuracy
Page Tags and LogfilesCookies in Web AnalyticsUnderstanding Web Analytics Data AccuracyImproving the Accuracy of Web Analytics DataPrivacy Considerations for the Web Analytics IndustrySummary
Chapter 3: Google Analytics Features, Benefits, and Limitations
Key Features and Capabilities of Google AnalyticsHow Google Analytics WorksWhat Google Analytics Does Not DoWhat Is Google Analytics Premium?Google Analytics and PrivacyWhat Is Urchin?Summary
Part II: Using Google Analytics Reports
Chapter 4: Using the Google Analytics Interface
Discoverability and Initial Report AccessNavigating Your Way Around: Report LayoutSummary
Chapter 5: Reports Explained
The Home OverviewTop Standard ReportsUnderstanding Report SamplingSummary
Part III: Implementing Google Analytics
Chapter 6: Getting Started: Initial Setup
Creating Your Google Analytics AccountTagging Your PagesBack Up: Keeping a Local Copy of Your DataUsing Accounts, Web Properties, and ProfilesAgencies and Hosting Providers: Setting Up Client AccountsIntegrating with Your AdWords DataIntegrating with Your AdSense DataIntegrating with Your Webmaster Tools DataIntegrating with Feedburner Tracking Mobile VisitorsCommon Pre-implementation QuestionsSummary
Chapter 7: Advanced Implementation
_trackPageview: the Google Analytics WorkhorseTracking E-commerce TransactionsCampaign TrackingEvent TrackingCustomizing the GATCSummary
Chapter 8: Best Practices Configuration Guide
Initial ConfigurationGoal Conversions and FunnelsWhy Segmentation Is ImportantChoosing Advanced Segments versus Profile FiltersProfile Segments: Segmenting Visitors Using FiltersReport Segments: Segmenting Visitors Using Advanced SegmentsCreating Custom Intelligence AlertsSummary
Chapter 9: Google Analytics Customizations
Why Customize an Existing Product?Custom ReportsCustomizing the List of Recognized Search EnginesLabeling Visitors, Sessions, and PagesTracking Error Pages and Broken LinksDifferentiating Pay-Per-Click Network PartnersIn-Page Analytics: Differentiating Identical LinksMatching Transactions to Specific Referral DataTracking Campaign Links to File DownloadsChanging the Referrer Credited for a Goal ConversionRoll-up ReportingSummary
Part IV: Using Visitor Data to Drive Website Improvement
Chapter 10: Focusing on Key Performance Indicators
Setting Objectives and Key ResultsSelecting and Preparing KPIsPresenting Your KPIsKPI Examples by Job RoleUsing KPIs for Web 2.0Summary
Chapter 11: Real-World Tasks
Identify and Optimize Poor-Performing PagesMeasuring the Impact of Site SearchOptimizing Your Search Engine MarketingMonetizing a Non-E-commerce WebsiteTracking Offline MarketingAn Introduction to Google Website OptimizerSummary
Chapter 12: Integrating Google Analytics with Third-Party Applications
Extracting Google Analytics InformationWorking with the Google Analytics Core Reporting APIExample App Case StudiesDemographics within Google AnalyticsCall Tracking with Google AnalyticsVideo on Demand Tracking with Google AnalyticsMobile App Tracking with Google AnalyticsIntegrating Website Optimizer with Google AnalyticsSummary
Appendix A: Regular Expression Overview
Understanding the FundamentalsRegex Examples
Appendix B: Useful Tools
Tools to Help Audit Your GATC DeploymentBrowser Add-onsGATC Plug-insDesktop Helper Applications
Appendix C: Recommended Further Reading
Books on Web Analytics and Related AreasWeb ResourcesBlog Roll for Web Analytics
Index
Google AdWords Coupon

Content preview from Advanced Web Metrics with Google Analytics, 3rd Edition

About the Author

Brian Clifton, PhD, is an internationally recognized Google Analytics expert who consults on website performance optimization for global clients. Coming from a web development and search engine optimization (SEO) background, he has worked in these fields since 1997. His business was the first UK partner for Urchin Software Inc., the company that later became Google Analytics.

In 2005, Brian joined Google Europe. As former head of web analytics for Google Europe, Middle East, and Africa, he defined the strategy for adoption and built a team of pan-European product specialists. He is now Director of Data Insights and Analytics at Search Integration AB.

Brian received a BSc in chemistry from the University of Bristol in 1991 and ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.

Read now

Unlock full access

More than 5,000 organizations count on O’Reilly

O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.

Julian F.

Head of Cybersecurity

I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.

Addison B.

Field Engineer

I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.

Amir M.

Data Platform Tech Lead

I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.

Mark W.

Embedded Software Engineer

Publisher Resources

ISBN: 9781118239582Purchase book

Cloud Computing

Data Engineering

Data Science

AI & ML

Programming Languages

Software Architecture

IT/Ops

Security

Design

Business

Soft Skills

Advanced Web Metrics with Google Analytics, 3rd Edition

by Brian Clifton

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.