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Advanced Web Metrics with Google Analytics

Advanced Web Metrics with Google Analytics

Paperback

By (author) Brian Clifton

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  • Publisher: John Wiley & Sons Inc
  • Format: Paperback | 600 pages
  • Dimensions: 185mm x 231mm x 28mm | 953g
  • Publication date: 3 April 2012
  • Publication City/Country: New York
  • ISBN 10: 1118168445
  • ISBN 13: 9781118168448
  • Edition: 3, Revised
  • Edition statement: 3rd Revised edition
  • Illustrations note: black & white illustrations, colour illustrations, figures
  • Sales rank: 60,671

Product description

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 .

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Author information

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.

Back cover copy

Master Google Analytics with This Complete GuideCovering 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 FunnelsDiscover new capabilities, such as how to track mobile and social media visitors to your site and track embedded video usageLearn super workarounds and advanced techniques and tactics you can put to use immediatelyFollow best practices and learn from compelling, real-world examplesOptimize your search engine marketing, monetize a non-e-commerce site, and track offline marketing as well as onlineIntegrate Google Analytics data with third-party systems and applications, including your CRM systemIt would be a cliche 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, GoogleA must-read if you're playing in the big leagues."--Chris Sherman, Executive Editor, Search Engine LandA 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), ScandinaviaWith 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."--Stephane Hamel, Director of Strategic Services, Cardinal Path

Table of contents

Foreword xix Introduction xxi 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 Index 561