Advanced Web Metrics with Google Analytics, 2nd Edition

Advanced Web Metrics with Google Analytics, 2nd Edition (英文第2版) Brian Clifton著

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Valuable tips and tricks for using the latest version of Google Analytics Packed with insider tips and tricks, this how-to guide is fully revised to cover the latest version of Google Analytics and shows you how to implement proven Web analytics methods and concepts. This second edition of the bestselling "Advanced Web Metrics with Google Analytics" is the perfect book for marketers, vendors, consultants, and Webmasters who want to learn the installation, configuration, tracking techniques, and best practices of Google Analytics. Google Analytics is a free tool that measures Web site effectiveness and helps users better understand how web site performance; this book is a detailed usage guide written by one of the software's original creators Explains what filters keep data accurate, how to measure Flash usage and tag for e-mail marketing, and what visitor segmentation provides the most useful feedback Examines principles and practices of Web analytics, then shows how to use GA's reports and how to track dynamic Web pages, banners, outgoing links, and contact forms Discusses advanced setups for configuring goals and filters, how to integrate GA with third-party systems, and how to leverage the new API "Advanced Web Metrics with Google Analytics, Second Edition" is valuable for both novice and experienced users of Google Analytics.
Foreword xix   
Introduction xxi   
Part I Measuring Success 1   
Chapter 1 Why Understanding Your Web Traffic Is Important to Your Business 3   
Website Measurement—Why Do This? 4   
Information Web Analytics Can Provide 7   
Where to Start 8   
Decisions Web Analytics Can Help You Make 10   
The ROI of Web Analytics 12   
How Much Should I Invest in This? 12   
How Web Analytics Helps You Understand Your Web Traffic 13   
Where Web Analytics Fits In 14   
Where to Get Help 15   
Resources Provided by Google (Free) 15   
Non-Google Resources (Free) 16   
Official Google Analytics Authorized Consultants (Paid) 16   
Summary 16   
Chapter 2 Available Methodologies and Their Accuracy 19   
Page Tags and Logfiles 20   
Cookies in Web Analytics 22   
Understanding Web Analytics Data Accuracy 23   
Issues Affecting Visitor Data Accuracy for Logfiles 24   
Issues Affecting Visitor Data from Page Tags 25   
Issues Affecting Visitor Data When Using Cookies 28   
Comparing Data from Different Vendors 31   
Why PPC Vendor Numbers Do Not Match Web Analytics Reports 37   
Data Misinterpretation: Lies, Damn Lies, and Statistics 39   
Improving the Accuracy of Web Analytics Data 41   
Privacy Considerations for the Web Analytics Industry 42   
Summary 44   
Chapter 3 Google Analytics Features, Benefits, and Limitations 45   
Key Features and Capabilities of Google Analytics 46   
Standard Features 46   
Advanced Features 51   
Did You Know .? 54   
How Google Analytics Works 56   
What Google Analytics Cannot Do 58   
Data Reprocessing 58   
Bid Management 59   
Non-Real-Time Reporting 59   
Importing Third-Party Cost Data 60   
Per-Visitor Tracking (against Google Policies) 60   
Google Analytics and Privacy 60   
Common Privacy Questions 62   
How Is Google Analytics Different? 64   
Targeting Digital Marketers Rather Than IT Departments 64   
What Is Urchin? 66   
Differences between Google Analytics and Urchin 68   
Criteria for Choosing between Google Analytics and Urchin 69   
Summary 71   
Part II Using Google Analytics Reports 73   
Chapter 4 Using the Google Analytics Interface 75   
Discoverability and Initial Report Access 76   
Navigating Your Way Around: Report Layout 79   
Dimensions and Metrics 81   
Date Range Selector 81   
Changing Graph Intervals 84   
Changing Table Views 85   
Moving through the Data 86   
Table Filters 87   
Tabbed Report Menus 89   
Segmentation View 89   
Chart Options 90   
Export and Email Features 92   
Chart Display and Annotation 94   
Secondary Dimensions 95   
Table Sorting 95   
Summary 96   
Chapter 5 Reports Explained 97   
The Dashboard Overview 98   
The Top Reports 99   
Intelligence Report 100   
Visitors: Map Overlay 104   
Ecommerce: Overview Report 106   
Motion Charts 107   
Benchmarking Report 108   
Goal and Funnel Reports 110   
Traffic Sources: AdWords 111   
Traffic Sources: AdWords Keyword Report 114   
Traffic Sources: AdWords Keyword Positions Report 116   
Content: Top Content Report 118   
Content: Site Overlay Report 120   
Site Search: Usage Report 121   
Understanding Page Value 123   
Understanding Data Sampling 125   
Summary 127   
Part III Implementing Google Analytics 129   
Chapter 6 Getting Up and Running with Google Analytics 131   
Creating Your Google Analytics Account 132   
Tagging Your Pages 134   
Understanding the Google Analytics Tracking Code 134   
Deploying the GATC 136   
Back Up: Keeping a Local Copy of Your Data 139   
Using Accounts and Profiles 142   
Roll-up Reporting 145   
Choosing between Roll-up Reporting and Multiple Profiles 146   
Agencies and Hosting Providers: Setting Up Client Accounts 147   
Getting AdWords Data: Linking to Your AdWords Account 148   
Testing after Enabling Auto-tagging 150   
Getting AdSense Data: Linking to Your AdSense Account 151   
Common Pre-implementation Questions 154   
Summary 157   
Chapter 7 Advanced Implementation 159   
_trackPageview(): the Google Analytics Workhorse 160   
Tracking Unreadable URLs with Virtual Pageviews 161   
Tracking File Downloads with Virtual Pageviews 164   
Tracking Partially Completed Forms with Virtual Pageviews 164   
Virtual Pageviews versus Event Tracking 165   
Tracking E-commerce Transactions 165   
Capturing Secure E-commerce Transactions 166   
Using a Third-Party Payment Gateway 170   
Tracking Negative Transactions 172   
Campaign Tracking 173   
Tagging Your Landing Page URLs 174   
Tagging Banner Ad URLs 177   
Tagging Email Marketing Campaigns 177   
Tagging Paid Keywords 179   
Tagging Embedded Links within Digital Collateral 180   
Creating Custom Campaign Fields 181   
Event Tracking 181   
Setting Up Event Tracking 182   
Tracking Flash Events 189   
Tracking Load-Time Events 194   
Tracking Banners and Other Outgoing Links as Events 196   
Tracking Mailto: Clicks as Events 197   
Customizing the GATC 197   
Subdomain Tracking 198   
Multiple Domain Tracking 200   
Tracking Visitors across Subdomains and Multiple Domains 204   
Restricting Cookie Data to a Subdirectory 205   
Controlling Timeouts 205   
Setting Keyword Ignore Preferences 207   
Controlling the Collection Sampling Rate 208   
Summary 209   
Chapter 8 Best-Practices Configuration Guide 211   
Initial Configuration 212   
Setting the Default Page 213   
Excluding Unnecessary Parameters 213   
Enabling E-commerce Reporting 214   
Enabling Site Search 214   
Configuring Data-Sharing Settings 216   
Goal Conversions and Funnels 217   
The Importance of Defining Goals 219   
What Funnel Shapes Can Tell You 220   
The Goal and Funnel Setup Process 222   
Tracking Funnels for Which Every Step Has the Same URL 228   
Why Segmentation Is Important 228   
Choosing Advanced Segments versus Profile Filters 231   
Profile Segments: Segmenting Visitors Using Filters 232   
Creating a Profile Filter 233   
Custom Filters: Available Fields 236   
Five Common Profile Filters 238   
Assigning a Filter Order 246   
Report Segments: Segmenting Visitors Using Advanced Segments 246   
Creating an Advanced Segment 247   
Example Custom Segments 250   
Summary 256   
Chapter 9 Google Analytics Hacks 257   
Why Hack an Existing Product? 258   
Customizing the List of Recognized Search Engines 258   
Appending New Search Engines 259   
Rewriting the Search Engine List 260   
Capturing Google Image Search 262   
Labeling Visitors, Sessions, and Pages 265   
Implementing Custom Variables 268   
Tracking Error Pages and Broken Links 270   
Tracking Referral URLs from Pay-Per-Click Networks 276   
Site Overlay: Differentiating Links to the Same Page 280   
Matching Specific Transactions to Specific Referral Data 282   
Tracking Links to Direct Downloads 284   
Changing the Referrer Credited for a Goal Conversion 287   
Capturing the Previous Referrer for a Conversion 287   
Capturing the First and Last Referrer of a Visitor 289   
Roll-up Reporting 293   
Tracking Roll-up Transactions 293   
Implications of the Roll-up Technique 294   
Improvement Tip: Simplify with Pageview Roll-up 295   
Summary 295   
Part IV Using Visitor Data to Drive Website Improvement 297   
Chapter 10 Focusing on Key Performance Indicators 299   
Setting Objectives and Key Results 300   
Selecting and Preparing KPIs 303   
What Is a KPI? 303   
Preparing KPIs 304   
Presenting Your KPIs 307   
Presenting Hierarchical KPIs via Segmentation 309   
Benchmark Considerations 312   
KPI Examples by Job Role 313   
E-commerce Manager KPI Examples 314   
Marketer KPI Examples 321   
Content Creator KPI Examples 329   
Webmaster KPI Examples 338   
Using KPIs for Web 2 0 349   
Why the Fuss about Web 2 0? 350   
Summary 353   
Chapter 11 Real-World Tasks 355   
Identifying and Optimizing Poorly Performing Pages 356   
Using $ Index Values 356   
Using Top Landing Pages (Bounce Rates) 362   
Funnel Visualization Case Study 367   
Measuring the Success of Site Search 373   
Optimizing Your Search Engine Marketing 380   
Keyword Discovery 380   
Campaign Optimization (Paid Search) 383   
Landing-Page Optimization and SEO 387   
AdWords Ad Position Optimization 393   
AdWords Day-Parting Optimization 398   
AdWords Ad Version Optimization 401   
Monetizing a Non-E-commerce Website 403   
Approach 1: Assign Values to Your Goals 404   
Approach 2: Enable E-commerce Reporting 405   
Tracking Offline Marketing 410   
Using Vanity URLs to Track Offline Visitors 412   
Using Coded URLs to Track Offline Visitors 415   
Combining with Search to Track Offline Visitors 416   
Summary and Case Study 417   
An Introduction to Google Website Optimizer 418   
AMAT: Where Does Testing Fit? 419   
Choosing a Test Type 420   
Getting Started: Implementing a Multivariate Experiment 422   
Calyx Flowers: A Retail Multivariate Case Study 430   
YouTube: A Content-Publishing Multivariate Case Study 433   
Summary 436   
Chapter 12 Integrating Google Analytics with Third-Party Applications 437   
Extracting Google Analytics Information 438   
Importing Data into Your CRM Using JavaScript 438   
Importing Data into Your CRM Using PHP 440   
Working with the Google Analytics Export API 443   
How to Use the Export API—the Basics 445   
Examples of API Applications 450   
Example API Case Studies 454   
Call Tracking with Google Analytics 464   
The CallTrackID Methodology 465   
How CallTrackID Works 466   
Integrating Website Optimizer with Google Analytics 467   
The Integration Method 468   
Summary 471   
Appendix A Regular Expression Overview 473   
Understanding the Fundamentals 474   
Regex Examples 475   
Appendix B Useful Tools 481   
Tools to Audit Your GATC Deployment 482   
Firefox Add-ons 483   
Desktop Helper Applications 485   
Appendix C Recommended Further Reading 487   
Books on Web Analytics and Related Areas 488   
Web Resources 489   
Blog Roll for Web Analytics 489   
Index 491   

Advanced Web Metrics with Google Analytics, 2nd Edition (英文第2版).pdf

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