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Description
Take advantage of Google Analytics´ powerful and free tools to understand exactly how users behave when they visit your website or use your web application. This hands-on guide shows you how to probe general traffic, marketing, and ecommerce information with these tools, and teaches you how to supplement them with add-ons and external tools when you want to dig even deeper. You´ll also learn how to create custom reports to analyze specific issues.

Full Description

Do you know what people do when they visit your website or web app? Or how much the site contributes to your bottom line? Google Analytics keeps track and makes it easy for you to learn precisely what´s happening. This hands-on guide shows you how to get the most out of this free and powerful tool -- whether you´re new to Google Analytics or have been using it for years.

Google Analytics shows you how to track different market segments and analyze conversion rates, and reveals advanced techniques such as marketing-campaign tracking, a valuable feature that most people overlook. And this practical book not only provides complete code samples for web developers, it also explains the concepts behind the code to marketers, managers, and others on your team.

Discover exactly how the Google Analytics system works
Learn how to configure the system to measure data most relevant to your business goals
Track online marketing activities, including cost-per-click ads, email, and internal campaigns
Track events -- rather than page views -- on sites with features such as maps, embedded video, and widgets
Configure Google Analytics to track enterprise data, including multiple domains
Use advanced techniques such as custom variables and CRM integration

Chapter 1 : Introducing Web Analytics Defining Web Analytics
What Google Analytics Contributes
How Google Analytics Fits in the Analytics Ecosystem
Chapter 2 : Creating an Implementation Plan Gather Business Requirements
Analyze and Document Website Architecture
Create an Account and Configure Your Profile
Configure the Tracking Code and Tag Pages
Tag Marketing Campaigns
Create Additional User Accounts and Configure Reporting Features
Perform Optional Configuration Steps
Chapter 3 : Under the Covers: How Google Analytics Works Data Collection and Processing
Reports
About the Tracking Code
Understanding Pageviews
Chapter 4 : Tracking Visitor Clicks, Outbound Links, and Non-HTML Files About the Tracking Cookies
Chapter 5 : Google Analytics Accounts and Profiles Google Analytics Accounts
Creating a Google Analytics Account
All About Profiles
Chapter 6 : Filters Filter Fields
Filter Patterns
Filter Type
Chapter 7 : Tracking Conversions with Goals and Funnels Goals
Tracking Defined Processes with Funnels
Chapter 8 : Must-Have Profiles Profile Roles
Using Profiles to Segment Data
Keeping Track of Your Configuration Changes
Chapter 9 : Marketing Campaign Tracking How It Works
How to Tag Links
Tracking AdWords
Tracking Other CPC Sources
Tracking Email
Embedding Campaign Tags Within a Page
Understanding Conversion Attribution
Tracking Internal Marketing Campaigns
Chapter 10 : Advanced Tracking Techniques Tracking Across Multiple Domains
Tracking Across Multiple Subdomains
Tracking Across Multiple Domains with Multiple Subdomains
Frames and iFrames
E-Commerce Tracking
Event Tracking
Pulling It All Together
Custom Variables
Chapter 11 : Enterprise Implementation Considerations Issue #1: Roll-Up Reporting
Issue #2: Unique Visitors
Issue #3: Page Tagging
Issue #4: Hosting External JavaScript
Issue #5: URL Structure
Issue #6: Campaign Tracking
Issue #7: Data Integration
Issue #8: E-Commerce Data
Issue #9: AdWords Cost Data
Chapter 12 : CRM Integration Using Regular Expressions to Extend Goals
Chapter 13 : Tools and Add-Ons Reporting and Analysis Tools
Debugging Tools
Appendix : Google Analytics Compliance with WAA Standards
Appendix : Regular Expressions
Wildcards
Quantifiers
Operators
Anchors
Colophon