Google Analytics

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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 ...

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Google Analytics

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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
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Product Details

  • ISBN-13: 9780596158002
  • Publisher: O'Reilly Media, Incorporated
  • Publication date: 9/3/2010
  • Edition number: 1
  • Pages: 218
  • Sales rank: 658,096
  • 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.

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Table of Contents

Preface

1 Introducing Web Analytics 1

Defining Web Analytics 1

Quantitative and Qualitative Data 2

The Continuous Improvement Process 2

Measuring Outcomes 3

What Google Analytics Contributes 4

How Google Analytics Fits in the Analytics Ecosystem 7

2 Creating an Implementation Plan 9

Gather Business Requirements 10

Analyze and Document Website Architecture 10

Create an Account and Configure Your Profile 11

Configure the Tracking Code and Tag Pages 11

Tag Marketing Campaigns 11

Create Additional User Accounts and Configure Reporting Features 11

Perform Optional Configuration Steps 12

3 Under the Covers: How Google Analytics Works 13

Data Collection and Processing 13

Reports 16

About the Tracking Code 17

The Mobile Tracking Code 20

App Tracking 22

The (Very) Old Tracking Code: urchin.js 23

4 Tracking Visitor Clicks, Outbound Links, and Non-HTML Files 27

About the Tracking Cookies 29

5 Google Analytics Accounts and Profiles 33

Google Analytics Accounts 34

Creating a Google Analytics Account 35

Creating Additional Profiles 39

Access Levels 41

All About Profiles 43

Basic Profile Settings 43

Profile Name 44

Website URL 46

Time Zone 48

Default Page 48

Exclude URL Query Parameter 49

E-Commerce Settings 52

Tracking On-Site Search 53

Applying Cost Data 58

6 Filters 59

Filters Fields 60

Filters Patterns 61

Filter Type 61

Include/Exclude Filters 61

Search and Replace Filters 63

Lowercase/Uppercase Flters 65

Advanced Profile Filters 66

Predefined Filters 70

7 Tracking Conversions with Goals and Funnels 73

Goals 73

Time on Site 73

Pages Per Visit 74

URL Destinations 75

Additional Goal Settings 76

Tracking Defined Processes with Funnels 78

8 Must-Have Profiles 81

Profile Roles 81

Raw Data Profile 81

Master Profile 81

Test Profile 82

Access-Based Profiles 82

Using Profiles to Segment Data 82

Exclude Internal Traffic 82

Include Valid Traffic 84

Force Request URI to Lowercase 85

Force Compaign Parameters to Lowercase 86

Keeping Track of your Configuration Changes 87

9 Marketing Campaign Trackng 89

How It Works 89

How to Tag Links 94

Tracking AdWords 96

Tracking Other CPC Sources 97

Tracking Email 99

Email Messages to Complete Conversion Activities 102

Embedding Campaign Tags Within a Page 103

Understanding Conversion Attribution 103

Tracking Internal Marketing Campaigns 105

Step 1 Create a New Profile 105

Step 2 Tag Your Internal Campaigns 105

Step 3 Configure Site Search Settings 107

The Reports 108

10 Advanced Tracking Techniques 111

Tracking Across Multiple Domains 111

How It Works 112

Implementation 113

Tracking Across Multiple Subdomains 115

Implementation 117

Tracking Across Multiple Domains with Multiple Subdomains 120

Frames and iFrames 121

Frames 122

iFrames 122

E-Commerce Tracking 123

How It Works 123

Implementation 126

Common E-Commerce Problems 128

Using E-Commerce Tracking on Non-E-Commerce Sites 129

Event Tracking 135

Getting Started with Event Tracking 138

Pulling It All Together 138

Implementation 141

Reporting 142

Tracking a Distributed Object 144

Custom Variables 145

Custom Variable Implementation 149

Custom Variable Reporting 149

Segmenting Members from Nonmembers 151

Custom Variables for E-Commerce 154

Custom Variables for Publishers 155

Roll-Up Reporting 156

11 Enterprise Implementation Consideration 163

Issue #1 Roll-Up Reporting 163

Issue #2 Unique Visitors 164

Issue #3 Page Tagging 165

Issue #4 Hosting External JavaScript 165

Issue #5 URL Structure 166

Issue #6 Campaign Tracking 167

Issue #7 Data Integration 167

Issue #8 E-Commerce Data 167

Issue #9 AdWords Cost Data 169

12 CRM Integration 171

Using Regular Expressions to Extend Goals 175

13 Tools and Add-Ons 177

Reporting and Analysis Tools 177

Juice Concentrate 177

Google Analytics Report Enhancer 177

Keyword Trends in Google Analytics 178

Debugging Tools 178

Firebug 178

LiveHTTPHeaders 178

Firefox Web Developer 178

Regex Coach 178

Time 179

A Google Analytics Compliance with WAA Standards 181

B Regular Expression 187

Index 191

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