Do you know what people do when they visit your website or web app? Or how much the site contributes to your bottom line? Google Analytics keeps track and makes it easy for you to learn precisely what's happening. This hands-on guide shows you how to get the most out of this free and powerful tool -- whether you're new to Google Analytics or have been using it for years.
Google Analytics shows you how to track different market segments and analyze conversion rates, and reveals advanced techniques such as marketing-campaign tracking, a valuable feature that most people overlook. And this practical book not only provides complete code samples for web developers, it also explains the concepts behind the code to marketers, managers, and others on your team.
Discover exactly how the Google Analytics system works
Learn how to configure the system to measure data most relevant to your business goals
Track online marketing activities, including cost-per-click ads, email, and internal campaigns
Track events -- rather than page views -- on sites with features such as maps, embedded video, and widgets
Configure Google Analytics to track enterprise data, including multiple domains
Use advanced techniques such as custom variables and CRM integration
Chapter 1 Introducing Web Analytics
Defining Web Analytics
What Google Analytics Contributes
How Google Analytics Fits in the Analytics Ecosystem
Chapter 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
Chapter 3 Under the Covers: How Google Analytics Works
Data Collection and Processing
About the Tracking Code
Chapter 4 Tracking Visitor Clicks, Outbound Links, and Non-HTML Files
About the Tracking Cookies
Chapter 5 Google Analytics Accounts and Profiles
Google Analytics Accounts
Creating a Google Analytics Account
All About Profiles
Chapter 6 Filters
Chapter 7 Tracking Conversions with Goals and Funnels
Tracking Defined Processes with Funnels
Chapter 8 Must-Have Profiles
Using Profiles to Segment Data
Keeping Track of Your Configuration Changes
Chapter 9 Marketing Campaign Tracking
How It Works
How to Tag Links
Tracking Other CPC Sources
Embedding Campaign Tags Within a Page
Understanding Conversion Attribution
Tracking Internal Marketing Campaigns
Chapter 10 Advanced Tracking Techniques
Tracking Across Multiple Domains
Tracking Across Multiple Subdomains
Tracking Across Multiple Domains with Multiple Subdomains
Justin Cutroni is a web analytics expert and Google Analytics Certified Partner. Justin commonly interacts with senior level management to drive the strategic use of web data and collaborates with marketing and IT teams to develop implementation plans and processes needed to generate actionable data and business insights. An active participant in the web analytics community, Justin speaks at various industry events with a strong passion for sharing knowledge and advancing the analytics industry.
Justin is authorized by Google to teach Google Analytics Seminars for Success and has conducted numerous training events in the US and Europe.
The animal on the cover of Google Analytics is the African sacred ibis (Threskiornis aethiopicus). This bird was revered in ancient Egypt as a symbol of the god Thoth, who was usually portrayed with the head of an ibis. It was common for the birds to be ritually mummified and buried with high officials as representations of wisdom--however, killing them for secular reasons was punishable by death. The word "ibis" is Greek, but itself derived from the ancient Egyptian â??hÃ®b.â?
Though worshipped there in the past, the sacred ibis no longer ranges through Egypt. In that country, its marshland habitat has been largely destroyed by the spread of civilization. The birds still thrive in sub-Saharan Africa and parts of Iraq. They have also been introduced into France, Italy, and Spain, perhaps to the detriment of local species like terns and egrets: the ibises prey upon them and usurp their nesting grounds. The sacred ibis is highly social and lives in large colonies not only for nesting season, but also for regular activities like feeding and sleeping, making it rather formidable competition.
Sacred ibises are large long-legged birds (around 25-29 inches tall) with white plumage and black tail feathers. An ibis's head and neck are bald, with black scaly skin. All ibis species have slender downturned beaks, with which they forage for food in shallow water, mud, and occasionally dry land. Their diet consists primarily of small aquatic insects and amphibians, but they will also eat smaller birds, reptiles, and mammals.
Folklore has it that the ibis is the last wild animal to take shelter before a hurricane, and also the first to appear afterward, showing that the storm has passed. Presumably, the bird has an innate instinct for predicting the timing of bad weather.