• Foreword xix
  • Introduction xxi
  • Part I Measuring Success 1
  • Chapter 1 Why Understanding Your...
  • Website Measurement—Why Do This? 4
  • Information Web Analytics Can Pr...
  • Where to Start 8
  • Decisions Web Analytics Can Help...
  • The ROI of Web Analytics 12
  • How Much Should I Invest in This...
  • How Web Analytics Helps You Unde...
  • Where Web Analytics Fits In 14
  • Where to Get Help 15
  • Resources Provided by Google (Fr...
  • Non-Google Resources (Free) 16
  • Official Google Analytics Author...
  • Summary 16
  • Chapter 2 Available Methodologie...
  • Page Tags and Logfiles 20
  • Cookies in Web Analytics 22
  • Understanding Web Analytics Data...
  • Issues Affecting Visitor Data Ac...
  • Issues Affecting Visitor Data fr...
  • Issues Affecting Visitor Data Wh...
  • Comparing Data from Different Ve...
  • Why PPC Vendor Numbers Do Not Ma...
  • Data Misinterpretation: Lies, Da...
  • Improving the Accuracy of Web An...
  • Privacy Considerations for the W...
  • Summary 44
  • Chapter 3 Google Analytics Featu...
  • Key Features and Capabilities of...
  • 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 Go...
  • Google Analytics and Privacy 60
  • Common Privacy Questions 62
  • How Is Google Analytics Differen...
  • Targeting Digital Marketers Rath...
  • What Is Urchin? 66
  • Differences between Google Analy...
  • Criteria for Choosing between Go...
  • Summary 71
  • Part II Using Google Analytics R...
  • Chapter 4 Using the Google Analy...
  • Discoverability and Initial Repo...
  • Navigating Your Way Around: Repo...
  • 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...
  • Traffic Sources: AdWords Keyword...
  • 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 Ana...
  • Chapter 6 Getting Up and Running...
  • Creating Your Google Analytics A...
  • Tagging Your Pages 134
  • Understanding the Google Analyti...
  • Deploying the GATC 136
  • Back Up: Keeping a Local Copy of...
  • Using Accounts and Profiles 142
  • Roll-up Reporting 145
  • Choosing between Roll-up Reporti...
  • Agencies and Hosting Providers: ...
  • Getting AdWords Data: Linking to...
  • Testing after Enabling Auto-tagg...
  • Getting AdSense Data: Linking to...
  • Common Pre-implementation Questi...
  • Summary 157
  • Chapter 7 Advanced Implementatio...
  • _trackPageview(): the Google Ana...
  • Tracking Unreadable URLs with Vi...
  • Tracking File Downloads with Vir...
  • Tracking Partially Completed For...
  • Virtual Pageviews versus Event T...
  • Tracking E-commerce Transactions...
  • Capturing Secure E-commerce Tran...
  • Using a Third-Party Payment Gate...
  • Tracking Negative Transactions 172
  • Campaign Tracking 173
  • Tagging Your Landing Page URLs 174
  • Tagging Banner Ad URLs 177
  • Tagging Email Marketing Campaign...
  • Tagging Paid Keywords 179
  • Tagging Embedded Links within Di...
  • 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 Outgo...
  • Tracking Mailto: Clicks as Event...
  • Customizing the GATC 197
  • Subdomain Tracking 198
  • Multiple Domain Tracking 200
  • Tracking Visitors across Subdoma...
  • Restricting Cookie Data to a Sub...
  • Controlling Timeouts 205
  • Setting Keyword Ignore Preferenc...
  • Controlling the Collection Sampl...
  • Summary 209
  • Chapter 8 Best-Practices Configu...
  • Initial Configuration 212
  • Setting the Default Page 213
  • Excluding Unnecessary Parameters...
  • Enabling E-commerce Reporting 214
  • Enabling Site Search 214
  • Configuring Data-Sharing Setting...
  • Goal Conversions and Funnels 217
  • The Importance of Defining Goals...
  • What Funnel Shapes Can Tell You 220
  • The Goal and Funnel Setup Proces...
  • Tracking Funnels for Which Every...
  • Why Segmentation Is Important 228
  • Choosing Advanced Segments versu...
  • Profile Segments: Segmenting Vis...
  • Creating a Profile Filter 233
  • Custom Filters: Available Fields...
  • Five Common Profile Filters 238
  • Assigning a Filter Order 246
  • Report Segments: Segmenting Visi...
  • Creating an Advanced Segment 247
  • Example Custom Segments 250
  • Summary 256
  • Chapter 9 Google Analytics Hacks...
  • Why Hack an Existing Product? 258
  • Customizing the List of Recogniz...
  • Appending New Search Engines 259
  • Rewriting the Search Engine List...
  • Capturing Google Image Search 262
  • Labeling Visitors, Sessions, and...
  • Implementing Custom Variables 268
  • Tracking Error Pages and Broken ...
  • Tracking Referral URLs from Pay-...
  • Site Overlay: Differentiating Li...
  • Matching Specific Transactions t...
  • Tracking Links to Direct Downloa...
  • Changing the Referrer Credited f...
  • Capturing the Previous Referrer ...
  • Capturing the First and Last Ref...
  • Roll-up Reporting 293
  • Tracking Roll-up Transactions 293
  • Implications of the Roll-up Tech...
  • Improvement Tip: Simplify with P...
  • Summary 295
  • Part IV Using Visitor Data to Dr...
  • Chapter 10 Focusing on Key Perfo...
  • Setting Objectives and Key Resul...
  • Selecting and Preparing KPIs 303
  • What Is a KPI? 303
  • Preparing KPIs 304
  • Presenting Your KPIs 307
  • Presenting Hierarchical KPIs via...
  • 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 Poorl...
  • Using $ Index Values 356
  • Using Top Landing Pages (Bounce ...
  • Funnel Visualization Case Study 367
  • Measuring the Success of Site Se...
  • Optimizing Your Search Engine Ma...
  • Keyword Discovery 380
  • Campaign Optimization (Paid Sear...
  • Landing-Page Optimization and SE...
  • AdWords Ad Position Optimization...
  • AdWords Day-Parting Optimization...
  • AdWords Ad Version Optimization 401
  • Monetizing a Non-E-commerce Webs...
  • Approach 1: Assign Values to You...
  • Approach 2: Enable E-commerce Re...
  • Tracking Offline Marketing 410
  • Using Vanity URLs to Track Offli...
  • Using Coded URLs to Track Offlin...
  • Combining with Search to Track O...
  • Summary and Case Study 417
  • An Introduction to Google Websit...
  • AMAT: Where Does Testing Fit? 419
  • Choosing a Test Type 420
  • Getting Started: Implementing a ...
  • Calyx Flowers: A Retail Multivar...
  • YouTube: A Content-Publishing Mu...
  • Summary 436
  • Chapter 12 Integrating Google An...
  • Extracting Google Analytics Info...
  • Importing Data into Your CRM Usi...
  • Importing Data into Your CRM Usi...
  • Working with the Google Analytic...
  • How to Use the Export API—the B...
  • Examples of API Applications 450
  • Example API Case Studies 454
  • Call Tracking with Google Analyt...
  • The CallTrackID Methodology 465
  • How CallTrackID Works 466
  • Integrating Website Optimizer wi...
  • The Integration Method 468
  • Summary 471
  • Appendix A Regular Expression Ov...
  • Understanding the Fundamentals 474
  • Regex Examples 475
  • Appendix B Useful Tools 481
  • Tools to Audit Your GATC Deploym...
  • Firefox Add-ons 483
  • Desktop Helper Applications 485
  • Appendix C Recommended Further R...
  • Books on Web Analytics and Relat...
  • Web Resources 489
  • Blog Roll for Web Analytics 489
  • Index 491