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Advanced Web Metrics with Google Analytics, 3rd Edition

ISBN: 978-1-118-16844-8
600 pages
April 2012
Advanced Web Metrics with Google Analytics, 3rd Edition (1118168445) cover image


This book is intended for use by customers using Google Classic Analytics and does not cover the newer Google Universal Analytics or related Google Tag Manager.

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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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

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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.
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Download TitleSizeDownload
Color Insert from print book 5.27 MB Click to Download
Corrected Figure 7.15
Figure 7.15 on page 254 illustrates a hostname differentiation filter. In the image as printed in the first printing "Field B" and "Output To" have no option selected, and only show a dash -. They should instead read "Request URI". This change is made to the image file for download.
79.86 KB Click to Download
Corrected Figure 8.15
Page 298 refers to the value (label) of "Dynamic IP". But Figure 8.15 as printed in the first printing shows the Filter Pattern as "dynamic" only. The filter pattern should be "Dynamic IP". This change is reflected in the file for download.
61.65 KB Click to Download
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Do you think you've discovered an error in this book? Please check the list of errata below to see if we've already addressed the error. If not, please submit the error via our Errata Form. We will attempt to verify your error; if you're right, we will post a correction below.

ChapterPageDetailsDatePrint Run
6 176 Text correction: Error in code
In the second line of code under Back Up: Keeping a Local Copy of Your Data, an extraneous underscore character "_" has been added to the end of the line.
The correct code is:

var _gaq = _gaq || [];
5/24/12 1st
7 221 Text correction: Error in code
The code listing under Track the Purchaser's intent is incorrect.
The correct code is:

<a href="https://www.secure-site.com/?store=parameters onclick="_gaq.push(['_trackTrans']); return false;">
Continue to Purchase</a>
5/24/12 1st
8 309 Text correction: Segmenting Social Network Visits
In order to conform to the text shown in Figure 8.28, the first sentence after the figure should read: "...I have set an OR condition to match if the campaign medium is set to social media."
5/10/12 1st
9 336 Text correction: Error in code under Tracking Error Pages and Broken Links
In the last line of code on the page, delete the last single-quote.
The end of the line should read:
12/6/12 1st & 2nd
9 341-2 Text clarification: Discrepancy between text and Figure 9.20
Under "Differentiating PPC Network Partners", step 1 references "Custom Field 1", but the image examples in Figure 9.20 show "Custom Field 2" being used. In fact, the name of the custom field is not important ? you just need to select one of them (two to choose from).
5/10/12 1st
10 372-3 Error in list of e-commerce conversion measurement methods
The four bullet points at the bottom of p372/top of 373 should indicate division, not multiplication.

"...conversions × total number..." should be
"...conversions / total number..."
7 & 8 Errors in Figures
Figures 7.15 and 8.15 have minor errors in 1st printing copies of the book, resulting in discrepancies with the text. For a short description of the discrepancy and a downloadable corrected image file, go to the Resources and Downloads tab on this page.
5/10/12 1st
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