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From Barnes & NobleThe Barnes & Noble Review
Seems like just yesterday web analytics were expensive and bewildering: the province of just a few webmasters with the money to purchase arcane tools and the technical chops to master them. In 2006, however, everything changed -- almost. Google launched its free Google Analytics service. Practically overnight, some 750,000 sites signed up. But just because analytics are free doesn't mean you can use them effectively. For that, you need to understand the information you're getting. That's where Google Analytics comes in.
Mary Tyler and Jerri Ledford thoroughly demystify Google's service and the important concepts underlying web analytics. They connect all the missing links, especially the most important one: using what you learn to actually improve your site and the way it performs.
You'll start by understanding the core statistics typically captured by analytics software. (You might already have some of this data, captured by the open source program AWstats. If so, the authors help you make sense of it.) Next, you'll walk through setting up Google Analytics, which is relatively, but not completely intuitive. The authors cover signing up, activating site tracking, and using the Settings Dashboard. Then, they show how to make Analytics more useful by filtering data and using goals.
Many people use Google Analytics in tandem with AdWords: This book guides you through the process. You'll learn how to use Google Analytics' dashboards for marketers, executives, and webmasters; how to track unique visitors; segment your audience; and bring real sophistication to your marketing campaign analyses. From assessing navigation and content performance to testing multiple ad versions, Google Analytics can help you do it -- and this book will show you how. Bill Camarda, from the December 2006 Read Only