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Index
Cover Page
Title Page
Copyright
Praise For This Book!
Dedication
Acknowledgments
Contents
Figures
Foreword by Michael B. Lehmann
Intro
Rule 1 Rules Are Meant to Be Broken
Part I Preparation: What You Need to Know before You Begin
Rule 2 Why Google Analytics?
Rule 3 Learn to Read…the Data, That Is
Rule 4 Understand the Language
Rule 5 Keep It Simple, Silly
Rule 6 Think like an End User
Rule 7 Identify Key Metrics
Rule 8 Identify Conversions
Rule 9 Assign Monetary Values
Part II Monitoring: What You Need to Focus on to Make Decisions
Rule 10 Understand Visitor Intent
Rule 11 Understand Visitor Behavior
Rule 12 Practice Kaizen
Rule 13 Use Your Intelligence
Rule 14 Benchmark Your Data
Rule 15 Choose Keywords Wisely
Rule 16 Do the Two-Step with Your Content
Part III Reporting: How to Get the Information You Need
Rule 17 Customize Your Dashboard
Rule 18 Decide on Your Goal Type
Rule 19 Measure Dollars, Not Design
Rule 20 Convert Your Visitors
Rule 21 Use Filters
Rule 22 Tag Your URLs
Rule 23 Differentiate Your Search Efforts
Rule 24 Measure Page Value, Not Volume
Rule 25 Measure Referring Traffic
Rule 26 Monitor Your Social Media Efforts
Part IV Reading: Specific Action Steps to Help You Optimize the Data
Rule 27 Link AdWords with Analytics
Rule 28 Dial into Mobile Traffic
Rule 29 Track Your Conversions
Rule 30 Segment Your Audience
Rule 31 Profile Your Data
Rule 32 Measure e-Commerce Data
Rule 33 Add in Event Tracking
Rule 34 Practice the Art of Landing Pages
Part V What Now? What to Do with the Data Now That You Have It
Rule 35 Make a Decision
Rule 36 Avoid the Dangers of Averaging
Rule 37 Analyze Trends
Rule 38 Use the Data to Take Action
Rule 39 Share Your Data
Rule 40 View In Page Analytics
Rule 41 Know Where to Seek Help
Rule 42 These Are My Rules. What Are Yours?
Appendix A Glossary
Appendix B Resources
Author About the Author
Your Rules Write Your Own Rules
Other Happy About Books
A Message From Super Star Press™
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