Synopses & Reviews
Master Google Analytics with This Complete Guide
Covering the very latest version of Google Analytics (GA), the third edition of this bestseller features more ROI-building tips and techniques than ever. Want to become proficient using all of Google Analytics' powerful capabilities and reports? Measure the performance of your campaigns in real time? Discover the best way to track social and mobile visitors? Evaluate the impact of multichannel marketing? You'll find all this and more in this complete practitioner's guide. Learn how to use GA's new features, why to use them, and how to apply everything Google Analytics has to offer to improve your website, your brand, and your bottom line.
- Become quickly productive with the new user interface and exciting new tools such as Multi-Channel Funnels
- Discover new capabilities, such as how to track mobile and social media visitors to your site and track embedded video usage
- Learn super workarounds and advanced techniques and tactics you can put to use immediately
- Follow best practices and learn from compelling, real-world examples
- Optimize your search engine marketing, monetize a non-e-commerce site, and track offline marketing as well as online
- Integrate Google Analytics data with third-party systems and applications, including your CRM system
It would be a cliché to say Brian Clifton knows Google Analytics like the back of his hand. But he does. So if there is only one book you can buy on Google Analytics . . . buy this book and you'll be on your way to being an analysis ninja!"
—Avinash Kaushik, author of Web Analytics 2.0 and Digital Marketing Evangelist, Google
A must-read if you're playing in the big leagues."
—Chris Sherman, Executive Editor, Search Engine Land
A great practitioners resource that not only covers the technical details for a best practice setup, but also ties it back to the business objectives."
—Sara Andersson, Founder of Search Integration AB and Chairperson, Search Engine Marketing Professional Organization (SEMP), Scandinavia
With a good mix of concepts, examples and how-to's, the book structure and writing style will please both marketers and technically inclined analysts, and even help reconcile both universes."
—Stéphane Hamel, Director of Strategic Services, Cardinal Path
Written by a Google Analytics insider and web metrics expert, Advanced Web Metrics with Google Analytics 3rd Edition
is fully revised for the latest version of GA and offers advanced tips and techniques while showing readers how to actually implement the web analytics methods and concepts that theoretical books just talk about. How do I track social and mobile visitors? How do I use the new multichannel funnel reporting features? 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? How do I interpret reports and use those insights for better conversion rates and an increased bottom line? This book answers all those questions and more.
dvanced Metrics with Google Analytics, 3rd Edition is fully updated for GA’s latest features, including social media analytics features, advanced segmentation displays, multi-dashboard configurations, and more. It also features new content based on reader and client requests that will help less seasoned GA users. The book begins by looking at today’s web analytics principles and methods before diving into the GA interface and explaining how to use the Top 20 reports. It then provides a detailed best-practices implementation 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 and integrating AdSense, tracking social media and mobile visitors, working with all the new reports and reporting tools, 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 crucial chapter will show readers how to integrate GA with third-party systems, including CRM and survey systems, and explains how to leverage the new API.
Packed with definitions, tactics, techniques, workarounds, and new client case-studies, this book’s exclusive tactics and techniques will empower everyone to use Google Analytics to improve their web site.
Get the latest information about using the #1 web analytics tool from this fully updated guide
Google Analytics is the free tool used by millions of web site owners to assess the effectiveness of their efforts. Its revised interface and new features will offer even more ways to increase the value of your web site, and this book will teach you how to use each one to best advantage. Featuring new content based on reader and client requests, the book helps you implement new methods and concepts, track social and mobile visitors, use the new multichannel funnel reporting features, understand which filters to use, and much more.
- Gets you up and running with all the new tools in the revamped Google Analytics, and includes content requested by readers and users especially for new GA users
- Covers social media analytics features, advanced segmentation displays, multi-dashboard configurations, and using Top 20 reports
- Provides a detailed best-practices implementation guide covering advanced topics, such as how to set up GA to track dynamic web pages, banners, outgoing links, and contact forms
- Includes case studies and demonstrates how to optimize pay-per-click accounts, integrate AdSense, work with new reports and reporting tools, use ad version testing, and more
Make your web site a more effective business tool with the detailed information and advice about Google Analytics in Advanced Web Metrics with Google Analytics, 3nd Edition.
About 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
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