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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.
Preface
1 Introducing Web Analytics 1
Defining Web Analytics 1
Quantitative and Qualitative Data 2
The Continuous Improvement Process 2
Measuring Outcomes 3
What Google Analytics Contributes 4
How Google Analytics Fits in the Analytics Ecosystem 7
2 Creating an Implementation Plan 9
Gather Business Requirements 10
Analyze and Document Website Architecture 10
Create an Account and Configure Your Profile 11
Configure the Tracking Code and Tag Pages 11
Tag Marketing Campaigns 11
Create Additional User Accounts and Configure Reporting Features 11
Perform Optional Configuration Steps 12
3 Under the Covers: How Google Analytics Works 13
Data Collection and Processing 13
Reports 16
About the Tracking Code 17
The Mobile Tracking Code 20
App Tracking 22
The (Very) Old Tracking Code: urchin.js 23
4 Tracking Visitor Clicks, Outbound Links, and Non-HTML Files 27
About the Tracking Cookies 29
5 Google Analytics Accounts and Profiles 33
Google Analytics Accounts 34
Creating a Google Analytics Account 35
Creating Additional Profiles 39
Access Levels 41
All About Profiles 43
Basic Profile Settings 43
Profile Name 44
Website URL 46
Time Zone 48
Default Page 48
Exclude URL Query Parameter 49
E-Commerce Settings 52
Tracking On-Site Search 53
Applying Cost Data 58
6 Filters 59
Filters Fields 60
Filters Patterns 61
Filter Type 61
Include/Exclude Filters 61
Search and Replace Filters 63
Lowercase/Uppercase Flters 65
Advanced Profile Filters 66
Predefined Filters 70
7 Tracking Conversions with Goals and Funnels 73
Goals 73
Time on Site 73
Pages Per Visit 74
URL Destinations 75
Additional Goal Settings 76
Tracking Defined Processes with Funnels 78
8 Must-Have Profiles 81
Profile Roles 81
Raw Data Profile 81
Master Profile 81
Test Profile 82
Access-Based Profiles 82
Using Profiles to Segment Data 82
Exclude Internal Traffic 82
Include Valid Traffic 84
Force Request URI to Lowercase 85
Force Compaign Parameters to Lowercase 86
Keeping Track of your Configuration Changes 87
9 Marketing Campaign Trackng 89
How It Works 89
How to Tag Links 94
Tracking AdWords 96
Tracking Other CPC Sources 97
Tracking Email 99
Email Messages to Complete Conversion Activities 102
Embedding Campaign Tags Within a Page 103
Understanding Conversion Attribution 103
Tracking Internal Marketing Campaigns 105
Step 1 Create a New Profile 105
Step 2 Tag Your Internal Campaigns 105
Step 3 Configure Site Search Settings 107
The Reports 108
10 Advanced Tracking Techniques 111
Tracking Across Multiple Domains 111
How It Works 112
Implementation 113
Tracking Across Multiple Subdomains 115
Implementation 117
Tracking Across Multiple Domains with Multiple Subdomains 120
Frames and iFrames 121
Frames 122
iFrames 122
E-Commerce Tracking 123
How It Works 123
Implementation 126
Common E-Commerce Problems 128
Using E-Commerce Tracking on Non-E-Commerce Sites 129
Event Tracking 135
Getting Started with Event Tracking 138
Pulling It All Together 138
Implementation 141
Reporting 142
Tracking a Distributed Object 144
Custom Variables 145
Custom Variable Implementation 149
Custom Variable Reporting 149
Segmenting Members from Nonmembers 151
Custom Variables for E-Commerce 154
Custom Variables for Publishers 155
Roll-Up Reporting 156
11 Enterprise Implementation Consideration 163
Issue #1 Roll-Up Reporting 163
Issue #2 Unique Visitors 164
Issue #3 Page Tagging 165
Issue #4 Hosting External JavaScript 165
Issue #5 URL Structure 166
Issue #6 Campaign Tracking 167
Issue #7 Data Integration 167
Issue #8 E-Commerce Data 167
Issue #9 AdWords Cost Data 169
12 CRM Integration 171
Using Regular Expressions to Extend Goals 175
13 Tools and Add-Ons 177
Reporting and Analysis Tools 177
Juice Concentrate 177
Google Analytics Report Enhancer 177
Keyword Trends in Google Analytics 178
Debugging Tools 178
Firebug 178
LiveHTTPHeaders 178
Firefox Web Developer 178
Regex Coach 178
Time 179
A Google Analytics Compliance with WAA Standards 181
B Regular Expression 187
Index 191
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Overview
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 ...