Table Of Contents "Google Analitics" :
Acknowledgments xii
Introduction xiii
Part One Basic Analytics
Chapter 1 Why Analytics? 3
Short Answer (for underlings) 3
Slightly Longer Short Answer (for your boss) 3
Long Answer (for you) 3
If Analytics Are So Great, Why Don’t We Have Them? 4
Now That We Have Analytics, What Do We Do With Them? 5
What Analytics Is Not 6
Chapter 2 Analytics and AWStats 9
AWStats 9
AWStats Browser 11
AWStats Dashboard 12
Summary 13
In Summary 22
Chapter 3 Yes! More AWStats! 23
Yes, There’s More 23
Monthly History 24
Days and Hours 25
Countries 26
Hosts 27
Robots and Spiders 28
Visits Duration 29
Pages-URL 30
Operating Systems and Browsers 32
Connect to Site from . . . 35
Key Words and Key Phrases 38
Miscellaneous 38
Error Codes 40
We’re Done! 41
Part Two Setting Up Google Analytics
Chapter 4 Getting Started 45
First, You Need a Google Account 45
Signing Up for Google Analytics 47
Activating Tracking 50
Navigating Analytics 53
Chapter 5 The Settings Dashboard 59
Analytics Settings 59
Website Profiles 62
Adding a Profile 62
Checking Status 64
Editing a Profile 64
Deleting a Profile 66
Access Management 67
Adding a User 68
Setting User Permissions 69
Deleting a User 70
Chapter 6 Filtering Your Data 73
What’s a Filter? 73
A Short Lesson in Regular Expressions 76
A Slightly Longer Lesson on Regular Expressions 78
Matching an IP Address 79
Matching a Directory Name 79
Matching a Variable Name/Value Pair 81
Managing Filters 84
Creating New Filters 84
Custom Filters 90
Advanced Filters 94
Creating Advanced Filters 94
Editing and Deleting Filters 101
The Power of Filters 102
Chapter 7 Using Analytics Goals 103
Understanding Goal Setting 104
Why Set Goals? 105
Choosing Which Goals to Set 106
Setting Up Goals 107
Editing and Inactivating Goals 110
Chapter 8 AdWords Integration 113
Why Google Analytics with AdWords? 113
Linking Analytics and AdWords 114
Linking AdWords and Analytics Accounts 114
Tag, Your Link Is It! 115
Why Track AdWords Campaigns with Analytics? 117
Chapter 9 Advanced Topics 121
Monetizing Goals 121
Content Site Goals 122
Google Analytics on Secure Pages (https) 132
Improve Your SEO/CPC Reporting with Filters 142
Advanced Topics for Average Users 144
Part Three The Dashboards
Chapter 10 The New Dashboard 147
A New Paradigm 147
Standard Traffic Reports 148
Adding Reports 151
Deleting Reports 153
Suggested Dashboards for Specific Roles 153
Executive 154
Marketing 154
Webmaster 155
Small Business 157
Content Site 158
E-commerce Site 161
Local Business Only 162
Chapter 11 Setting Date Ranges 165
Using the Calendar 166
Comparing Ranges 167
Using the Timeline 168
Part Four All Reports: Visitors
Chapter 12 Visitors Overview 173
Visitors 173
Visitor Segmentation 175
Technical Profile 176
Map Overlay 176
Visitor Segmentation 178
New vs. Returning 180
Languages 181
Chapter 13 Visitor Trending 183
Visits 183
Absolute Unique Visitors 185
Page Views 189
Average Page Views 190
Time on Site 192
Bounce Rate 193
Chapter 14 Visitor Loyalty 197
Loyalty 198
Recency 199
Length of Visit 199
Depth of Visit 200
Chapter 15 Browser Capabilities 203
Browser 203
Operating System 205
Browser and Operating System 206
Screen Colors 208
Screen Resolution 209
Flash Version 210
Java Support 211
Chapter 16 Network Properties 213
Network Location 213
Hostnames 215
Connection Speeds 217
Chapter 17 User Defined 219
Segmentation That’s Customized 220
What to Segment 221
Part Five All Reports: Traffic Sources
Chapter 18 Traffic Sources 225
Traffic Sources Overview 226
Direct Traffic 228
Referring Sites 229
Search Engines 230
All Traffic Sources 232
Keywords 234
Chapter 19 AdWords 239
AdWords Campaigns 240
Keyword Positions 244
Chapter 20 Additional Traffic Reports 247
Campaigns 247
Source 250
Medium 250
Ad Versions 252
A/B Testing 253
Part Six All Reports: Content
Chapter 21 Content Overview 259
Content Overview 259
Navigation Summary 260
Entrance Paths 263
Entrance Sources 264
Entrance Keywords 265
Site Overlay 265
Top Content 266
Content by Title 267
Content Drilldown 268
Top Landing Pages 270
Top Exit Pages 271
Site Overlay 272
Part Seven All Reports: Goals
Chapter 22 Goals Overview 279
Goals Overview 279
Total Conversions 282
Conversion Rate 283
Goal Verification 284
Reverse Goal Path 285
Goal Value 285
Abandoned Funnels 286
Funnel Visualization 287
Part Eight All Reports: E-Commerce
Chapter 23 E-Commerce 293
E-Commerce Overview 294
Total Revenue 295
Conversion Rate 296
Average Order Value 297
Chapter 24 Product Performance 299
Product Overview 300
Product SKUs 302
Categories 303
Chapter 25 More E-Commerce Reports 305
Transactions 305
Visits to Purchase 307
Time to Purchase 308
Index 311
