Analysis and Optimization
Advertising
Commerce and Enterprise Search
If these tools are not sufficient, the Google Analytics Application Gallery also contains applications that extend Google Analytics to help analysts, marketers, IT teams, and executives get even more out of Google Analytics.Web Traffic Is Important to Your Business
You should think about ways that you can make your website an integral part of your business -- it cannot be a separate activity that operates within its own silo ... for example, it shouldn't be just a dead online brochure or even only a listing of properties, events or news.Why Measure?
When you have a very clear idea of what value your website brings to your business, it is useful to become familiar with the Google Analytics terrminology so that you can pick up the tools that you will use to identify growth opportunities, measure effciency improvements, and highlight things when they go wrong.
Web Analytics Can Provide Information
How or Where to Start
Web Analytics Can Guide Decisions
ROI of Web Analytics
Understanding Your Web Traffic
Where Web Analytics Fits In
Where to Get Help
You may also want to investigate
- Google Advertising Fundamentals Exam
- Search Advertising Advanced Exam
- Display Advertising Advanced Exam
- Reporting & Analysis Advanced Exam
Related Programs
Chapter 2. Available Methodologies and Their Accuracy
Section 2.1. Page Tags and Logfiles
Section 2.2. Cookies in Web Analytics
Section 2.3. Understanding Web Analytics Data Accuracy
Section 2.4. Improving the Accuracy of Web Analytics Data
Section 2.5. Privacy Considerations for the Web Analytics Industry
Chapter 3. Google Analytics Features, Benefits, and Limitations
Section 3.1. Key Features and Capabilities of Google Analytics
Section 3.2. How Google Analytics Works
Section 3.3. What Google Analytics Cannot Do
Section 3.4. Google Analytics and Privacy
Section 3.5. How Is Google Analytics Different?
Section 3.6. What Is Urchin?
Section 3.7. Summary
Part II: Using Google Analytics Reports
Chapter 4. Using the Google Analytics Interface
Section 4.1. Discoverability and Initial Report Access
Section 4.2. Navigating Your Way Around: Report Layout
Section 4.3. Summary
Chapter 5. Reports Explained
Section 5.1. The Dashboard Overview
Section 5.2. The Top Reports
Section 5.3. Understanding Page Value
Section 5.4. Understanding Data Sampling
Section 5.5. Summary
Part III: Implementing Google Analytics
Chapter 6. Getting Up and Running with Google Analytics
Section 6.1. Creating Your Google Analytics Account
Section 6.2. Tagging Your Pages
Section 6.3. Back Up: Keeping a Local Copy of Your Data
Section 6.4. Using Accounts and Profiles
Section 6.5. Agencies and Hosting Providers: Setting Up Client Accounts
Section 6.6. Getting AdWords Data: Linking to Your AdWords Account
Section 6.7. Getting AdSense Data: Linking to Your AdSense Account
Section 6.8. Common Pre-implementation Questions
Section 6.9. Summary
Chapter 7. Advanced Implementation
Section 7.1. _trackPageview(): the Google Analytics Workhorse
Section 7.2. Tracking E-commerce Transactions
Section 7.3. Campaign Tracking
Section 7.4. Event Tracking
Section 7.5. Customizing the GATC
Section 7.6. Summary
Chapter 8. Best-Practices Configuration Guide
Section 8.1. Initial Configuration
Section 8.2. Goal Conversions and Funnels
Section 8.3. Tracking Funnels for Which Every Step Has the Same URL
Section 8.4. Why Segmentation Is Important
Section 8.5. Choosing Advanced Segments versus Profile Filters
Section 8.6. Profile Segments: Segmenting Visitors Using Filters
Section 8.7. Report Segments: Segmenting Visitors Using Advanced Segments
Section 8.8. Summary
Chapter 9. Google Analytics Hacks
Section 9.1. Why Hack an Existing Product?
Section 9.2. Customizing the List of Recognized Search Engines
Section 9.3. Labeling Visitors, Sessions, and Pages
Section 9.4. Tracking Error Pages and Broken Links
Section 9.5. Tracking Referral URLs from Pay-Per-Click Networks
Section 9.6. Site Overlay: Differentiating Links to the Same Page
Section 9.7. Matching Specific Transactions to Specific Referral Data
Section 9.8. Tracking Links to Direct Downloads
Section 9.9. Changing the Referrer Credited for a Goal Conversion
Section 9.10. Roll-up Reporting
Section 9.11. Summary
Part IV: Using Visitor Data to Drive Website Improvement
Chapter 10. Focusing on Key Performance Indicators
Section 10.1. Setting Objectives and Key Results
Section 10.2. Selecting and Preparing KPIs
Section 10.3. Presenting Your KPIs
Section 10.4. KPI Examples by Job Role
Section 10.5. Summary
Chapter 11. Real-World Tasks
Section 11.1. Identifying and Optimizing Poorly Performing Pages
Section 11.2. Measuring the Success of Site Search
Section 11.3. Optimizing Your Search Engine Marketing
Section 11.4. Monetizing a Non-E-commerce Website
Section 11.5. Tracking Offline Marketing
Section 11.6. An Introduction to Google Website Optimizer
Section 11.7. Summary
Chapter 12. Integrating Google Analytics with Third-Party ApplicationsSection 12.1. Extracting Google Analytics Information
Section 12.2. Working with the Google Analytics Export API
Section 12.3. Call Tracking with Google Analytics
Section 12.4. Integrating Website Optimizer with Google Analytics
Section 12.5. Summary
Appendix A. Regular Expression OverviewSection A.1. Understanding the Fundamentals
Section A.2. Regex Examples
Appendix B. Useful ToolsSection B.1. Tools to Audit Your GATC Deployment
Section B.2. Firefox Add-ons
Section B.3. Desktop Helper Applications
Appendix C. Recommended Further ReadingSection C.1. Books on Web Analytics and Related Areas
Section C.2. Web Resources
Section C.3. Blog Roll for Web Analytics
