Introduction. Chapter 1 Why Understanding Your Web Traffic Is Important to Your Business 3

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1 Contents Foreword Introduction xix xxi Part I Measuring Success 1 Chapter 1 Why Understanding Your Web Traffic Is Important to Your Business 3 Website Measurement Why Do This?... 4 Information Web Analytics Can Provide Where to Start... 9 Decisions Web Analytics Can Help You Make The ROI of Web Analytics How Much Should I Invest in This? 13 How Web Analytics Helps You Understand Your Web Traffic Where Web Analytics Fits In How Is Google Analytics Different? Targeting Digital Marketers Rather Than IT Departments 19 Where to Get Help Resources Provided by Google (Free) 19 Non-Google Resources (Free) 20 Official Google Analytics Certified Partners (Paid) 20 Summary Chapter 2 Available Methodologies and Their Accuracy 23 Page Tags and Logfiles Cookies in Web Analytics Understanding Web Analytics Data Accuracy Issues Affecting Visitor Data Accuracy for Logfiles 28 Issues Affecting Visitor Data from Page Tags 29 Issues Affecting Visitor Data When Using Cookies 33 Comparing Data from Different Vendors 35 Why PPC Vendor Numbers Do Not Match Web Analytics Reports 41 Data Misinterpretation: Lies, Damned Lies, and Statistics 44 COPYRIGHTED MATERIAL Improving the Accuracy of Web Analytics Data Privacy Considerations for the Web Analytics Industry Types of Private Information 48 The EU Privacy Law 49 Summary... 52

2 Chapter 3 Google Analytics Features, Benefits, and Limitations 53 xii c o n t e n t s Key Features and Capabilities of Google Analytics Standard Features 54 Advanced Features 59 How Google Analytics Works The Google Analytics Tracking Code 63 What Is Not Tracked by Default 65 The Default Attribution Model 67 Google Analytics Limits 68 What Google Analytics Does Not Do Service-Level Agreement 70 Indefinite Data Retention 70 Provide Professional Services 71 Data Reprocessing 71 Bid Management 72 Import Third-Party Data 72 Per-Visitor Tracking (against Google Policies) 72 What Is Google Analytics Premium? Comparing Google Analytics Premium versus Free 75 Google Analytics and Privacy...77 Common Privacy Questions 79 What Is Urchin? Differences between Google Analytics and Urchin 83 Urchin Advantages 84 Criteria for Choosing between Google Analytics and Urchin 85 Summary Part II Using Google Analytics Reports 87 Chapter 4 Using the Google Analytics Interface 89 Discoverability and Initial Report Access...90 Navigating Your Way Around: Report Layout Dimensions and Metrics 94 The Data Table 94 Date Range Selector 96 Aggregate Summary Metrics 97 Chart Options 98 Changing Table Views 101 Plotting Multiple Rows 105 Secondary Dimensions 105 Changing the Displayed Dimension 106 Table Sorting 106 Table Search 108 Table Filters (Advanced) 109 Chart Display and Annotation 110 Report Sections 112 Tabbed Views 112

3 Advanced Segments 112 Export 113 Reports 114 Add to Dashboard 115 Summary Chapter 5 Reports Explained 117 The Home Overview Real-Time Reporting 118 Intelligence Events 119 Flow Visualization 126 Dashboards 129 Top Standard Reports Multi-Channel Funnels 132 Social Interactions 138 Visitors: Location 138 E-commerce: Overview Report 140 Motion Charts 141 Goal and Funnel Reports 144 Visitor: Mobile Report 146 Traffic Sources: Search Engine Optimization 147 AdWords: Campaigns 149 AdWords: Keyword Report 151 AdWords: Matched Queries Report 152 AdWords: Keyword Positions Report 153 Content: Navigation Summary 154 Content: Site Speed 156 Site Search: Usage Report 157 Content: In-Page Analytics 158 Understanding Report Sampling Summary xiii Contents Part III Implementing Google Analytics 163 Chapter 6 Getting Started: Initial Setup 165 Creating Your Google Analytics Account General Account Information 168 Configuring Data-Sharing Settings 169 Accepting the Terms of Service 169 Tagging Your Pages Understanding the Google Analytics Tracking Code 170 Deploying the GATC Tagging Pages 173 Back Up: Keeping a Local Copy of Your Data Using Accounts, Web Properties, and Profiles Creating a New Profile 180 Creating a New Web Property 182 Creating a New Account 183

4 Roll-up Reporting 184 Choosing between Roll-up Reporting and Multiple Profiles or Multiple Web Properties 186 Agencies and Hosting Providers: Setting Up Client Accounts Integrating with Your AdWords Data Testing after Enabling Auto-Tagging 191 Integrating with Your AdSense Data Integrating with Your Webmaster Tools Data Integrating with Feedburner Tracking Mobile Visitors Server-Side Tracking for Mobile Sites 199 Common Pre-implementation Questions Summary xiv c o n t e n t s Chapter 7 Advanced Implementation 207 _trackpageview: the Google Analytics Workhorse Tracking Unreadable URLs with Virtual Pageviews 209 Tracking File Downloads with Virtual Pageviews 211 Tracking Partially Completed Forms with Virtual Pageviews 212 Virtual Pageviews versus Event Tracking 213 Tracking E-commerce Transactions Capturing Secure E-commerce Transactions 214 Transactions via a Third-Party Payment Gateway 218 What to Do When a Third-Party Gateway Does Not Allow Tracking 220 Tracking Negative Transactions 222 Campaign Tracking Adding Campaign Parameters to Your Landing Page URLs 225 Creating Custom Campaign Fields 234 Event Tracking Setting Up Event Tracking 237 The _trackevent Function 237 Defining Your Event Reporting Structure 239 Tracking Flash Video and Animation as Events 243 Tracking Banners and Other Outgoing Links as Events 248 Tracking Mailto: Clicks as Events 249 Tracking Embedded Video from YouTube 249 Customizing the GATC Subdomain Tracking 252 Multiple Domain Tracking 255 Controlling Time-Outs 260 Setting Ignore Referrer Preferences 261 Site Speed Sample Rate 262 Anonymize IP Addresses 263 Sampling: Controlling Data Collection 264 Summary

5 Chapter 8 Best Practices Configuration Guide 267 Initial Configuration Setting the Default Page 268 Excluding Unnecessary Parameters 269 Currency Setting 270 Enabling E-commerce Reporting 270 AdWords Cost Source Settings 271 Enabling Site Search 271 Goal Conversions and Funnels The Importance of Defining Goals 274 What Funnel Shapes Can Tell You 276 The Goal Setup Process 277 The Funnel Setup Process 282 Tracking Funnels for Which Every Step Has the Same URL 285 Why Segmentation Is Important Choosing Advanced Segments versus Profile Filters Profile Segments: Segmenting Visitors Using Filters Creating a Profile Filter 290 Understanding Filter Logic 292 Custom Filters: Available Fields 293 Five Common Profile Filters 295 Assigning a Filter Order 303 Report Segments: Segmenting Visitors Using Advanced Segments Default Advanced Segments 304 Custom Advanced Segments 306 Example Custom Segments 307 Creating Custom Intelligence Alerts Summary xv Contents Chapter 9 Google Analytics Customizations 315 Why Customize an Existing Product? Custom Reports Day-on-Day Custom Report 317 Unique Visitors by Page 320 Affiliate Performance 321 Better AdWords 323 Managing Custom Reports 323 Customizing the List of Recognized Search Engines Making Search Engines Region-Specific 327 Adding New Search Engines for SEO 329 Labeling Visitors, Sessions, and Pages Implementing Custom Variables 333 Tracking Error Pages and Broken Links Differentiating Pay-Per-Click Network Partners...340

6 In-Page Analytics: Differentiating Identical Links Matching Transactions to Specific Referral Data Tracking Campaign Links to File Downloads Changing the Referrer Credited for a Goal Conversion Ignoring a Referrer for a Conversion 352 Roll-up Reporting Tracking Roll-up Transactions 353 Implications of the Roll-up Technique 353 Improvement Tip: Simplify with Pageview Roll-up 354 Summary Part IV Using Visitor Data to Drive Website Improvement 357 Chapter 10 Focusing on Key Performance Indicators 359 xvi c o n t e n t s Setting Objectives and Key Results Selecting and Preparing KPIs What Is a KPI? 363 Preparing KPIs 365 Presenting Your KPIs Presenting Hierarchical KPIs via Segmentation 370 Benchmark Considerations 372 KPI Examples by Job Role E-commerce Manager KPI Examples 374 Marketer and Communication KPI Examples 381 Social Media KPI Examples 389 Content Creator KPI Examples 391 Webmaster KPI Examples 402 Using KPIs for Web Why the Fuss about Web 2.0? 413 Summary Chapter 11 Real-World Tasks 417 Identify and Optimize Poor-Performing Pages Using Landing Pages (Bounce Rates) 418 Funnel Optimization Case Study 424 Measuring the Impact of Site Search The Revenue Impact of Site Search 432 Summary of Site Search Impact 436 Optimizing Your Search Engine Marketing Keyword Discovery 437 Campaign Optimization (AdWords) 440 Attribution Optimization 445 Landing Page Optimization and SEO 449

7 AdWords Day Parting Optimization 455 AdWords Ad Content Optimization 457 Monetizing a Non-E-commerce Website Approach 1: Assign Goal Values Method 463 Approach 2: Pseudo E-commerce Method 464 Tracking Offline Marketing Using Vanity URLs to Track Offline Visitors 471 Using Coded URLs to Track Offline Visitors 475 Combining with Search to Track Offline Visitors 478 Combining with URL Shorteners 480 Combining with Quick Response Codes 480 Summary and Case Study 481 An Introduction to Google Website Optimizer Common Misconceptions 483 AMAT: Where Does Testing Fit? 484 Choosing a Test Type 485 Getting Started: Implementing a Multivariate Experiment 488 Calyx Flowers: A Retail Multivariate Case Study 495 YouTube: A Content-Publishing Multivariate Case Study 499 Summary Chapter 12 Integrating Google Analytics with Third-Party Applications 503 Extracting Google Analytics Information Importing Data into Your CRM Using JavaScript 504 Importing Data into Your CRM Using PHP 506 Working with the Google Analytics Core Reporting API How to Use the Core Reporting API the Basics 511 Example Apps 518 Example App Case Studies Excel and Spreadsheet Integration 522 Survey Tools: Voice of Customer Integration 526 Demographics within Google Analytics Call Tracking with Google Analytics Video on Demand Tracking with Google Analytics Mobile App Tracking with Google Analytics Integrating Website Optimizer with Google Analytics The Integration Method 539 Summary xvii Contents Appendix A Regular Expression Overview 543 Understanding the Fundamentals Regex Examples

8 Appendix B Useful Tools 551 Tools to Help Audit Your GATC Deployment Browser Add-ons GATC Plug-ins Desktop Helper Applications Appendix C Recommended Further Reading 557 Books on Web Analytics and Related Areas Web Resources Blog Roll for Web Analytics Index 561 xviii c o n t e n t s

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