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More About This Book

Overview

Written by a Google Analytics insider and web metrics expert, Advanced Web Metrics with Google Analytics is the first book to offer advanced GA tips and techniques while showing readers how to actually implement the web analytics methods and concepts that theoretical books just talk about. What filters keep data clean and accurate? How do I measure Flash usage and track banners? What’s the best way to tag for email marketing campaigns? What visitor segmentation gives you the most useful insights about traffic? How do I use those insights for better conversion rates and an increased bottom line? This book answers all those questions and more.

Advanced Metrics with Google Analytics begins by looking at today’s web analytics principles before providing a detailed best-practices installation guide that covers such advanced topics as how to set it up to track dynamic web pages, banners, outgoing links, and contact forms. The book then explains how to use GA to better understand web sites by exploring such real-world scenarios as optimizing pay-per-click accounts, tracking offline spending, and using ad version testing. Brian then explores advanced setups and hacks for configuring goals, filters, and segmenting visitor types before teaching readers how to identify, extract, and report on the most important aspects of the collected data. A chapter of case studies shows how real companies have used GA to improve their business followed by exercises to help readers put into practice what they’ve just read.

Packed with definitions, tactics, techniques, and workarounds, this book’s best-practices and advanced implementation and usage techniqueswill empower everyone to use Google Analytics to improve their web site.

Product Details

  • ISBN-13: 9780470562314
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 3/15/2010
  • Edition number: 2
  • Pages: 528
  • Sales rank: 831,536
  • Product dimensions: 7.30 (w) x 9.10 (h) x 0.80 (d)

Meet the Author

Brian Clifton, PhD, is an internationally recognized web analytics expert who specializes in performance optimization using Google Analytics for a variety of high-profile brands. He formerly led the Google Web Analytics team for Europe, the Middle East, and Africa, and he initiated and helped launch the online learning center for the Google Analytics Individual Qualification (GAIQ). Brian regularly speaks at industry trade shows, maintains the popular blog Measuring Success (www.advanced-web-metrics.com/blog/), and wrote the previous two editions of this book, which are used by students and professionals worldwide.

Table of Contents

Foreword xix

Introduction xxi

Part I Measuring Success 1

Chapter 1 Why Understanding Your Web Traffic Is Important to Your Business 3

Chapter 2 Available Methodologies and Their Accuracy 23

Chapter 3 Google Analytics Features, Benefits, and Limitations 53

Part II Using Google Analytics Reports 87

Chapter 4 Using the Google Analytics Interface 89

Chapter 5 Reports Explained 117

Part III Implementing Google Analytics 163

Chapter 6 Getting Started: Initial Setup 165

Chapter 7 Advanced Implementation 207

Chapter 8 Best Practices Configuration Guide 267

Chapter 9 Google Analytics Customizations 315

Part IV Using Visitor Data to Drive Website Improvement 357

Chapter 10 Focusing on Key Performance Indicators 359

Chapter 11 Real-World Tasks 417

Chapter 12 Integrating Google Analytics with Third-Party Applications 503

Appendix A Regular Expression Overview 543

Appendix B Useful Tools 551

Appendix C Recommended Further Reading 557

Index 561

Customer Reviews

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  • Anonymous

    Posted January 19, 2011

    Nook version is $10 more than print version! Kindle is $12 less!

    I did not read this book but just the fact that the e version is $10 more than the print version is enough to give it one star. Can anyone explain the thinking behind making a product that requires no additional materials, shipping, storage, etc, more expensive than the print version?

    So, if you spend quite a bit of money on a Nook, then as your reward, you get to pay more for your ebooks than the print version. Come on B&N, you can do better than that. Of course there's always the Kindle and Kindle apps. FYI the Kindle version of this ebook is $12 cheaper than here.

    0 out of 4 people found this review helpful.

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Posted July 26, 2009

    more from this reviewer

    The Challenge of Acting on Web Analytics

    Brian Clifton, who is deeply involved with web analytics at Google, usually succeeds in his endeavor to make Google Analytics accessible to an audience who is not just made up of webmasters. Chapter 9 called "Google Analytical Hacks" is probably by far the most challenging chapter for a non-technical audience. Mr. Clifton is very straightforward on this subject. He assumes that his readers have an in-depth knowledge of JavaScript.

    Whoever reads this book will realize how much data Google Analytics can yield. Of course, data overkill can lead to analysis paralysis. For this reason, Mr. Clifton emphasizes that acting on the data is the single most important aspect of web analytics. Yet it is this that most people do not achieve. Furthermore, Bill Hunt, CEO of Global Strategies International, who Mr. Clifton quotes at the beginning of his book, observes: "Eight out of 10 implementations of web analytics solutions are incorrectly set up." Search engine and web site optimization requires time and resources dedicated to this endeavor.

    In conclusion, Mr. Clifton shows with success how web analytics can be used to improve the key performance indicators for one's online success without minimizing the amount of work required to get it done.

    Was this review helpful? Yes  NoThank you for your feedback.   Report this reviewThank you, this review has been flagged.

  • Anonymous

    Posted November 7, 2011

    No text was provided for this review.

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