Google Analytics
You know you need to analyze the success of your Web site, but how? Do you even know what to look for? Is there a tool powerful enough to help you evaluate your marketing efforts, products, and services, but simple enough to use if you're not a propeller-head?\ Google Analytics is that tool, and this is the handbook you need to make it work for you. Learn to set up Google Analytics, understand the reports it generates, and use the information to make your Web site a real asset to your...
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You know you need to analyze the success of your Web site, but how? Do you even know what to look for? Is there a tool powerful enough to help you evaluate your marketing efforts, products, and services, but simple enough to use if you're not a propeller-head? Google Analytics is that tool, and this is the handbook you need to make it work for you. Learn to set up Google Analytics, understand the reports it generates, and use the information to make your Web site a real asset to your business.Get familiar with the concept of analytics, what Google Analytics offers, and how it compares to popular site statistics programsLearn to set up the program, navigate the interface, understand filters, and use goal-setting featuresIntegrate Google Analytics with Google AdWordsMake the most of reporting dashboardsFind out how to use analytics for marketing and content optimizationUnderstand what each type of report means and how to interpret itExplore how other companies have used analytics to improve site performanceInvestigate how to use Google Analytics for complete e-commerce analysisVisit our Web site at www.wiley.com/compbooks
Ch. 1Why analytics?3Ch. 2Analytics and AWStats9Ch. 3Oh, No! : more AWStats!23Ch. 4Getting started43Ch. 5The settings dashboard51Ch. 6Filtering your data65Ch. 7Using analytics goals85Ch. 8AdWords integration95Ch. 9The executive dashboard105Ch. 10The marketer dashboard123Ch. 11The Webmaster dashboard143Ch. 12Unique-visitor tracking167Ch. 13Visitor segmenting177Ch. 14Marketing campaign results191Ch. 15Search-engine marketing203Ch. 16Ad version testing213Ch. 17Content performance221Ch. 18Navigational analysis233Ch. 19Goals & funnel process245Ch. 20Web design parameters259Ch. 21Commerce tracking273Ch. 22Loyalty & latency279Ch. 23Revenue sources285Ch. 24Product merchandising295
\ From Barnes & NobleThe Barnes & Noble Review\ Seems like just yesterday web analytics were expensive and bewildering: the province of just a few webmasters with the money to purchase arcane tools and the technical chops to master them. In 2006, however, everything changed -- almost. Google launched its free Google Analytics service. Practically overnight, some 750,000 sites signed up. But just because analytics are free doesn't mean you can use them effectively. For that, you need to understand the information you're getting. That's where Google Analytics comes in. \ Mary Tyler and Jerri Ledford thoroughly demystify Google's service and the important concepts underlying web analytics. They connect all the missing links, especially the most important one: using what you learn to actually improve your site and the way it performs.\ You'll start by understanding the core statistics typically captured by analytics software. (You might already have some of this data, captured by the open source program AWstats. If so, the authors help you make sense of it.) Next, you'll walk through setting up Google Analytics, which is relatively, but not completely intuitive. The authors cover signing up, activating site tracking, and using the Settings Dashboard. Then, they show how to make Analytics more useful by filtering data and using goals.\ Many people use Google Analytics in tandem with AdWords: This book guides you through the process. You'll learn how to use Google Analytics' dashboards for marketers, executives, and webmasters; how to track unique visitors; segment your audience; and bring real sophistication to your marketing campaign analyses. From assessing navigation and content performance to testing multiple ad versions, Google Analytics can help you do it -- and this book will show you how. Bill Camarda, from the December 2006 Read Only\ \ \
