There are two aims to this book. The first is to take the beginner through basic proficiency. The second is to ease the now competent beginner into expertise. To that end, this chapter will cover the beginnings of expertise — the hurdles that most new users of Google Analytics have to surmount before they feel completely comfortable with their understanding of analytics and how to use analytics to improve web site performance.
It’s one thing to set up your “thank you” page as a goal, and quite another thing to know what reaching it is worth. For an e-commerce site, the value of a goal is fairly easy — it’s the value of the transaction. For a content site, it’s not so apparent what the value of a particular page of content is, or how much a new subscriber to the mailing list is worth.