Books & Videos

Table of Contents

  1. Chapter 1 Introducing Web Analytics

    1. Defining Web Analytics

    2. What Google Analytics Contributes

    3. How Google Analytics Fits in the Analytics Ecosystem

  2. Chapter 2 Creating an Implementation Plan

    1. Gather Business Requirements

    2. Analyze and Document Website Architecture

    3. Create an Account and Configure Your Profile

    4. Configure the Tracking Code and Tag Pages

    5. Tag Marketing Campaigns

    6. Create Additional User Accounts and Configure Reporting Features

    7. Perform Optional Configuration Steps

  3. Chapter 3 Under the Covers: How Google Analytics Works

    1. Data Collection and Processing

    2. Reports

    3. About the Tracking Code

    4. Understanding Pageviews

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

    1. About the Tracking Cookies

  5. Chapter 5 Google Analytics Accounts and Profiles

    1. Google Analytics Accounts

    2. Creating a Google Analytics Account

    3. All About Profiles

  6. Chapter 6 Filters

    1. Filter Fields

    2. Filter Patterns

    3. Filter Type

  7. Chapter 7 Tracking Conversions with Goals and Funnels

    1. Goals

    2. Tracking Defined Processes with Funnels

  8. Chapter 8 Must-Have Profiles

    1. Profile Roles

    2. Using Profiles to Segment Data

    3. Keeping Track of Your Configuration Changes

  9. Chapter 9 Marketing Campaign Tracking

    1. How It Works

    2. How to Tag Links

    3. Tracking AdWords

    4. Tracking Other CPC Sources

    5. Tracking Email

    6. Embedding Campaign Tags Within a Page

    7. Understanding Conversion Attribution

    8. Tracking Internal Marketing Campaigns

  10. Chapter 10 Advanced Tracking Techniques

    1. Tracking Across Multiple Domains

    2. Tracking Across Multiple Subdomains

    3. Tracking Across Multiple Domains with Multiple Subdomains

    4. Frames and iFrames

    5. E-Commerce Tracking

    6. Event Tracking

    7. Pulling It All Together

    8. Custom Variables

  11. Chapter 11 Enterprise Implementation Considerations

    1. Issue #1: Roll-Up Reporting

    2. Issue #2: Unique Visitors

    3. Issue #3: Page Tagging

    4. Issue #4: Hosting External JavaScript

    5. Issue #5: URL Structure

    6. Issue #6: Campaign Tracking

    7. Issue #7: Data Integration

    8. Issue #8: E-Commerce Data

    9. Issue #9: AdWords Cost Data

  12. Chapter 12 CRM Integration

    1. Using Regular Expressions to Extend Goals

  13. Chapter 13 Tools and Add-Ons

    1. Reporting and Analysis Tools

    2. Debugging Tools

  1. Appendix Google Analytics Compliance with WAA Standards

  2. Appendix Regular Expressions

    1. Wildcards

    2. Quantifiers

    3. Operators

    4. Anchors

  3. Colophon