Google Analytics by Cutroni, Justin -- Read -- Imperial Library of Trantor

Index

Google Analytics

SPECIAL OFFER: Upgrade this ebook with O’Reilly Preface

Who This Book Is For Who This Book Is Not For What You’ll Learn Other Learning Options If You Like (or Don’t Like) This Book Conventions Used in This Book Using Code Examples How to Contact Us Safari® Books Online Acknowledgments

1. Introducing Web Analytics

Defining Web Analytics

Quantitative and Qualitative Data The Continuous Improvement Process Measuring Outcomes

What Google Analytics Contributes How Google Analytics Fits in the Analytics Ecosystem

2. Creating an Implementation Plan

Gather Business Requirements Analyze and Document Website Architecture Create an Account and Configure Your Profile Configure the Tracking Code and Tag Pages Tag Marketing Campaigns Create Additional User Accounts and Configure Reporting Features Perform Optional Configuration Steps

3. Under the Covers: How Google Analytics Works

Data Collection and Processing Reports About the Tracking Code

The Mobile Tracking Code App Tracking The (Very) Old Tracking Code: urchin.js

Understanding Pageviews

4. Tracking Visitor Clicks, Outbound Links, and Non-HTML Files

About the Tracking Cookies

5. Google Analytics Accounts and Profiles

Google Analytics Accounts Creating a Google Analytics Account

Creating Additional Profiles Access Levels

All About Profiles

Basic Profile Settings Profile Name Website URL Time Zone Default Page Exclude URL Query Parameters E-Commerce Settings Tracking On-Site Search

Basic implementation Advanced implementation

Applying Cost Data

6. Filters

Filter Fields Filter Patterns Filter Type

Include/Exclude Filters Search and Replace Filters Lowercase/Uppercase Filters Advanced Profile Filters Predefined Filters

7. Tracking Conversions with Goals and Funnels

Goals

Time on Site Pages per Visit URL Destinations Additional Goal Settings

Tracking Defined Processes with Funnels

8. Must-Have Profiles

Profile Roles

Raw Data Profile Master Profile Test Profile Access-Based Profiles

Using Profiles to Segment Data

Exclude Internal Traffic Include Valid Traffic Force Request URI to Lowercase Force Campaign Parameters to Lowercase

Keeping Track of Your Configuration Changes

9. Marketing Campaign Tracking

How It Works How to Tag Links Tracking AdWords Tracking Other CPC Sources Tracking Email

Email Messages to Complete Conversion Activities

Embedding Campaign Tags Within a Page Understanding Conversion Attribution Tracking Internal Marketing Campaigns

Step 1: Create a New Profile Step 2: Tag Your Internal Campaigns Step 3: Configure Site Search Settings The Reports

10. Advanced Tracking Techniques

Tracking Across Multiple Domains

How It Works Implementation

Tracking Across Multiple Subdomains

Implementation

Tracking Across Multiple Domains with Multiple Subdomains Frames and iFrames

Frames iFrames

E-Commerce Tracking

How It Works Implementation Common E-Commerce Problems

Garbled data in e-commerce reports All transaction sources are your website Missing transactions Tracking third-party e-commerce platforms Yahoo! store transactions Inflated e-commerce revenue

Using E-Commerce Tracking on Non-E-Commerce Sites

Event Tracking

Getting Started with Event Tracking

Understanding the data model

Pulling It All Together

Implementation

Step 1: Tag your pages Step 2: Add code to create event data

Reporting Tracking a Distributed Object

Tracking clicks as events

Custom Variables

Custom Variable Implementation Custom Variable Reporting Segmenting Members from Nonmembers Custom Variables for E-Commerce Custom Variables for Publishers Roll-Up Reporting

Roll-up reporting for subdomains Roll-up reporting across multiple domains

11. Enterprise Implementation Considerations

Issue #1: Roll-Up Reporting Issue #2: Unique Visitors Issue #3: Page Tagging Issue #4: Hosting External JavaScript Issue #5: URL Structure Issue #6: Campaign Tracking Issue #7: Data Integration Issue #8: E-Commerce Data Issue #9: AdWords Cost Data

12. CRM Integration

Using Regular Expressions to Extend Goals

13. Tools and Add-Ons

Reporting and Analysis Tools

Juice Concentrate Google Analytics Report Enhancer Keyword Trends in Google Analytics

Debugging Tools

Firebug LiveHTTPHeaders Firefox Web Developer Regex Coach Time

A. Google Analytics Compliance with WAA Standards B. Regular Expressions

Wildcards Quantifiers Operators Anchors

Index About the Author Colophon SPECIAL OFFER: Upgrade this ebook with O’Reilly

← Prev
Back
Next →

← Prev
Back
Next →