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Google Analyticsby Mary E Tyler
Synopses & Reviews
You know you need to analyze the success of your Web site, but how? Do you even know what to look for? Is there a tool powerful enough to help you evaluate your marketing efforts, products, and services, but simple enough to use if you're not a propeller-head?
Google Analytics is that tool, and this is the handbook you need to make it work for you. Learn to set up Google Analytics, understand the reports it generates, and use the information to make your Web site a real asset to your business.
Visit our Web site at www.wiley.com/compbooks
Order your copy today and make your Web site work for you
Google Analytics explains the concepts behind analytics, how to set up Google Analytics, how to choose goals and filters, how to read the Google Analytics reports and graphs, and then it shows users how to use all of that information in order to improve their web site’ s overall performance.
The book covers the following topics:
Setting up Google Analytics
Marketing Campaign Results
Search Engine Marketing
Goals and Funnel Process
Ad Version Testing
Web Design Parameters
About the Author
Mary E. Tyler is a professional technology journalist and a former software and Web developer. Her areas of expertise include Open Source, enterprise software, intellectual property, and anything Macintosh.
Jerri L. Ledford is a freelance business technology writer whose work has appeared in Information Security Magazine, IT Manager's Journal, Network World, CRM Magazine, and many others.
Table of Contents
PART I: BASIC ANALYTICS.
Chapter 1. Why Analytics?
Chapter 2. Analytics and AWStats.
Chapter 3. Oh, No! More AWStats!
PART 2: SETTING UP GOOGLE ANALYTICS.
Chapter 4. Getting Started.
Chapter 5. The Settings Dashboard.
Chapter 6. Filtering Your Data.
Chapter 7. Using Analytics Goals.
Chapter 8. AdWords Integration.
PART 3: THE REPORTING DASHBOARDS.
Chapter 9. The Executive Dashboard.
Chapter 10. The Marketer Dashboard.
Chapter 11. The Webmaster Dashboard.
PART 4: MARKETING OPTIMIZATION.
Chapter 12. Unique-Visitor Tracking.
Chapter 13. Visitor Segmenting.
Chapter 14. Marketing Campaign Results.
Chapter 15. Search-Engine Marketing.
PART 5: CONTENT OPTIMIZATION.
Chapter 16. Ad Version Testing.
Chapter 17. Content Performance.
Chapter 18. Navigational Analysis.
Chapter 19. Goals & Funnel Process.
Chapter 20. Web Design Parameters.
PART 6: E-COMMERCE ANALYSIS.
Chapter 21. Commerce Tracking.
Chapter 22. Loyalty & Latency.
Chapter 23. Revenue Sources.
Chapter 24. Product Merchandising.
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