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Google™ Analytics 2.0

Google™ Analytics 2.0

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by Jerri Ledford, Mary E. Tyler
Publisher: John Wiley & Sons
Release Date: August 2007
ISBN: 9780470175019
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Book Description

Google Analytics 2.0

BONUS: Each copy of Google Analytics 2.0 includes a $25 Google AdWords gift card compliments of Google. With this $25 gift card , you can attract new customers to your website on Google's dime.

Table of Contents

  1. Copyright
    1. Dedication
  2. About the Authors
  3. Credits
  4. Acknowledgments
  5. Introduction
    1. Overview of the Book and Technology
    2. How This Book Is Organized
    3. Who Should Read this Book
    4. Tools You Will Need
    5. Moving On
  6. One. Basic Analytics
    1. 1. Why Analytics?
      1. Short Answer (for underlings)
      2. Slightly Longer Short Answer (for your boss)
      3. Long Answer (for you)
        1. If Analytics Are So Great, Why Don’t We Have Them?
        2. Now That We Have Analytics, What Do We Do With Them?
      4. What Analytics Is Not
    2. 2. Analytics and AWStats
      1. AWStats
        1. AWStats Browser
        2. AWStats Dashboard
        3. Summary
          1. People and Not People
            1. People
        4. Bandwidth
        5. Hits
        6. Pages
        7. Number of Visits
        8. Unique Visitors
        9. Yearly Summary
        10. In Summary
    3. 3. Yes! More AWStats!
      1. Yes, There’s More
        1. Monthly History
        2. Days and Hours
        3. Countries
        4. Hosts
        5. Robots and Spiders
        6. Visits Duration
        7. Pages-URL
        8. Operating Systems and Browsers
        9. Connect to Site from …
        10. Key Words and Key Phrases
        11. Miscellaneous
        12. Error Codes
        13. We’re Done!
  7. Two. Setting Up Google Analytics
    1. 4. Getting Started
      1. First, You Need a Google Account
      2. Signing Up for Google Analytics
      3. Activating Tracking
      4. Navigating Analytics
    2. 5. The Settings Dashboard
      1. Analytics Settings
      2. Website Profiles
        1. Adding a Profile
        2. Checking Status
        3. Editing a Profile
        4. Deleting a Profile
      3. Access Management
        1. Adding a User
        2. Setting User Permissions
        3. Deleting a User
    3. 6. Filtering Your Data
      1. What’s a Filter?
        1. A Short Lesson in Regular Expressions
      2. A Slightly Longer Lesson on Regular Expressions
        1. Matching an IP Address
        2. Matching a Directory Name
      3. Matching a Variable Name/Value Pair
      4. Managing Filters
        1. Creating New Filters
        2. Custom Filters
          1. Include and Exclude Filters
          2. Search-and-Replace Filters
          3. Lookup Table Filters
      5. Advanced Filters
        1. Creating Advanced Filters
        2. Editing and Deleting Filters
        3. The Power of Filters
    4. 7. Using Analytics Goals
      1. Understanding Goal Setting
        1. Why Set Goals?
        2. Choosing Which Goals to Set
      2. Setting Up Goals
        1. Editing and Inactivating Goals
    5. 8. AdWords Integration
      1. Why Google Analytics with AdWords?
      2. Linking Analytics and AdWords
        1. Linking AdWords and Analytics Accounts
      3. Tag, Your Link Is It!
      4. Why Track AdWords Campaigns with Analytics?
    6. 9. Advanced Topics
      1. Monetizing Goals
        1. Content Site Goals
          1. Goal Value of a Sales Lead
          2. Goal Value of a New Subscriber
          3. Goal Value of a Content Page
      2. Google Analytics on Secure Pages (https)
        1. The Easy Way
        2. The Hard Way
        3. Manual Tagging and Tracking with URLBuilder
        4. Improve Your SEO/CPC Reporting with Filters
          1. Organic Traffic Only
        5. Advanced Topics for Average Users
  8. Three. The Dashboards
    1. 10. The New Dashboard
      1. A New Paradigm
      2. Standard Traffic Reports
      3. Adding Reports
      4. Deleting Reports
      5. Suggested Dashboards for Specific Roles
        1. Executive
        2. Marketing
        3. Webmaster
        4. Small Business
        5. Content Site
        6. E-commerce Site
        7. Local Business Only
    2. 11. Setting Date Ranges
      1. Using the Calendar
      2. Comparing Ranges
      3. Using the Timeline
  9. Four. All Reports: Visitors
    1. 12. Visitors Overview
      1. Visitors
      2. Visitor Segmentation
      3. Technical Profile
      4. Map Overlay
        1. Visitor Segmentation
      5. New vs. Returning
      6. Languages
    2. 13. Visitor Trending
      1. Visits
      2. Absolute Unique Visitors
      3. Page Views
      4. Average Page Views
      5. Time on Site
      6. Bounce Rate
    3. 14. Visitor Loyalty
      1. Loyalty
      2. Recency
      3. Length of Visit
      4. Depth of Visit
    4. 15. Browser Capabilities
      1. Browser
      2. Operating System
      3. Browser and Operating System
      4. Screen Colors
      5. Screen Resolution
      6. Flash Version
      7. Java Support
    5. 16. Network Properties
      1. Network Location
      2. Hostnames
      3. Connection Speeds
    6. 17. User Defined
      1. Segmentation That’s Customized
      2. What to Segment
  10. Five. All Reports: Traffic Sources
    1. 18. Traffic Sources
      1. Traffic Sources Overview
      2. Direct Traffic
      3. Referring Sites
      4. Search Engines
      5. All Traffic Sources
      6. Keywords
    2. 19. AdWords
      1. AdWords Campaigns
      2. Keyword Positions
    3. 20. Additional Traffic Reports
      1. Campaigns
        1. Source
        2. Medium
      2. Ad Versions
        1. A/B Testing
  11. Six. All Reports: Content
    1. 21. Content Overview
      1. Content Overview
        1. Navigation Summary
        2. Entrance Paths
        3. Entrance Sources
        4. Entrance Keywords
        5. Site Overlay
      2. Top Content
      3. Content by Title
      4. Content Drilldown
      5. Top Landing Pages
      6. Top Exit Pages
      7. Site Overlay
  12. Seven. All Reports: Goals
    1. 22. Goals Overview
      1. Goals Overview
      2. Total Conversions
      3. Conversion Rate
      4. Goal Verification
      5. Reverse Goal Path
      6. Goal Value
      7. Abandoned Funnels
      8. Funnel Visualization
  13. Eight. All Reports: E-Commerce
    1. 23. E-Commerce
      1. E-Commerce Overview
      2. Total Revenue
      3. Conversion Rate
      4. Average Order Value
    2. 24. Product Performance
      1. Product Overview
      2. Product SKUs
      3. Categories
    3. 25. More E-Commerce Reports
      1. Transactions
      2. Visits to Purchase
      3. Time to Purchase