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More About This Book

Overview

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

Product Details

  • ISBN-13: 9780596158002
  • Publisher: O'Reilly Media, Incorporated
  • Publication date: 9/3/2010
  • Pages: 218
  • Sales rank: 394,344
  • Product dimensions: 6.90 (w) x 9.10 (h) x 0.60 (d)

Meet the Author

Justin Cutroni is a web analytics expert and Google Analytics Certified Partner. Justin commonly interacts with senior level management to drive the strategic use of web data and collaborates with marketing and IT teams to develop implementation plans and processes needed to generate actionable data and business insights. An active participant in the web analytics community, Justin speaks at various industry events with a strong passion for sharing knowledge and advancing the analytics industry.

Justin is authorized by Google to teach Google Analytics Seminars for Success and has conducted numerous training events in the US and Europe.

Table of Contents

Preface; Who This Book Is For; Who This Book Is Not For; What You’ll Learn; Other Learning Options; If You Like (or Don’t Like) This Book; Conventions Used in This Book; Using Code Examples; How to Contact Us; Safari® Books Online; Acknowledgments; Chapter 1: Introducing Web Analytics; 1.1 Defining Web Analytics; 1.2 What Google Analytics Contributes; 1.3 How Google Analytics Fits in the Analytics Ecosystem; Chapter 2: Creating an Implementation Plan; 2.1 Gather Business Requirements; 2.2 Analyze and Document Website Architecture; 2.3 Create an Account and Configure Your Profile; 2.4 Configure the Tracking Code and Tag Pages; 2.5 Tag Marketing Campaigns; 2.6 Create Additional User Accounts and Configure Reporting Features; 2.7 Perform Optional Configuration Steps; Chapter 3: Under the Covers: How Google Analytics Works; 3.1 Data Collection and Processing; 3.2 Reports; 3.3 About the Tracking Code; 3.4 Understanding Pageviews; Chapter 4: Tracking Visitor Clicks, Outbound Links, and Non-HTML Files; 4.1 About the Tracking Cookies; Chapter 5: Google Analytics Accounts and Profiles; 5.1 Google Analytics Accounts; 5.2 Creating a Google Analytics Account; 5.3 All About Profiles; Chapter 6: Filters; 6.1 Filter Fields; 6.2 Filter Patterns; 6.3 Filter Type; Chapter 7: Tracking Conversions with Goals and Funnels; 7.1 Goals; 7.2 Tracking Defined Processes with Funnels; Chapter 8: Must-Have Profiles; 8.1 Profile Roles; 8.2 Using Profiles to Segment Data; 8.3 Keeping Track of Your Configuration Changes; Chapter 9: Marketing Campaign Tracking; 9.1 How It Works; 9.2 How to Tag Links; 9.3 Tracking AdWords; 9.4 Tracking Other CPC Sources; 9.5 Tracking Email; 9.6 Embedding Campaign Tags Within a Page; 9.7 Understanding Conversion Attribution; 9.8 Tracking Internal Marketing Campaigns; Chapter 10: Advanced Tracking Techniques; 10.1 Tracking Across Multiple Domains; 10.2 Tracking Across Multiple Subdomains; 10.3 Tracking Across Multiple Domains with Multiple Subdomains; 10.4 Frames and iFrames; 10.5 E-Commerce Tracking; 10.6 Event Tracking; 10.7 Pulling It All Together; 10.8 Custom Variables; Chapter 11: Enterprise Implementation Considerations; 11.1 Issue #1: Roll-Up Reporting; 11.2 Issue #2: Unique Visitors; 11.3 Issue #3: Page Tagging; 11.4 Issue #4: Hosting External JavaScript; 11.5 Issue #5: URL Structure; 11.6 Issue #6: Campaign Tracking; 11.7 Issue #7: Data Integration; 11.8 Issue #8: E-Commerce Data; 11.9 Issue #9: AdWords Cost Data; Chapter 12: CRM Integration; 12.1 Using Regular Expressions to Extend Goals; Chapter 13: Tools and Add-Ons; 13.1 Reporting and Analysis Tools; 13.2 Debugging Tools; Google Analytics Compliance with WAA Standards; Regular Expressions; Wildcards; Quantifiers; Operators; Anchors; Colophon;

Justin Cutroni is a web analytics expert and Google Analytics Certified Partner. Justin commonly interacts with senior level management to drive the strategic use of web data and collaborates with marketing and IT teams to develop implementation plans and processes needed to generate actionable data and business insights. An active participant in the web analytics community, Justin speaks at various industry events with a strong passion for sharing knowledge and advancing the analytics industry.

Justin is authorized by Google to teach Google Analytics Seminars for Success and has conducted numerous training events in the US and Europe.

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