Sams Teach Yourself Google Analytics in 10 Minutes

Table of Contents......Page 5
Introduction......Page 15
Why Analyze Website Traffic?......Page 18
Who Uses Web Analytics?......Page 19
Beyond Data Collection: Using Web Analytics Data......Page 20
Web Analytics and Internet Advertising......Page 21
Understanding Key Metrics......Page 22
Getting to Know Google Analytics......Page 24
Summary......Page 25
Creating a Google Account......Page 26
Signing Up for Google Analytics......Page 28
Summary......Page 30
Adding Your Website to Google Analytics......Page 32
Adding Google Analytics Code to Your Website......Page 34
Tracking Blog Performance......Page 35
Regenerating the Tracking Code......Page 38
Adding Another Website to Google Analytics......Page 39
Summary......Page 41
Navigating from the Overview Page......Page 42
Overview Graph......Page 44
Site Usage Table......Page 46
Visitors Overview......Page 47
Traffic Sources Overview......Page 48
Sidebar......Page 50
Exporting PDF Data......Page 52
Emailing PDF Data......Page 53
Summary......Page 54
Displaying Different Metrics......Page 56
Comparing Two Metrics......Page 57
Graphing by Day, Week, or Month......Page 58
Changing the Date Range......Page 59
Comparing Two Different Date Ranges......Page 60
Filtering Results by Segment......Page 61
Creating Custom Visitor Segments......Page 63
Annotating Data Points......Page 65
Summary......Page 67
Understanding Visitor Tracking......Page 68
Viewing the Visitors Overview......Page 69
Benchmarking Visitor Statistics......Page 71
Mapping Visitors by Region......Page 74
Comparing New Versus Returning Visitors......Page 75
Viewing Visitors by Language......Page 76
Analyzing Visitor Trends......Page 77
Analyzing Visitor Loyalty......Page 79
Viewing Visitors’ Browser Capabilities......Page 80
Viewing Visitors’ Network Properties......Page 82
Viewing Mobile Visitors......Page 83
Summary......Page 84
Where Does Your Traffic Come From?......Page 86
Viewing the Traffic Sources Overview......Page 87
Analyzing Direct Traffic......Page 90
Analyzing Traffic from Referring Sites......Page 91
Analyzing Traffic from Search Engines......Page 92
Summary......Page 94
Why Content Analysis Matters......Page 96
Viewing the Content Overview Report......Page 97
Viewing the Overview Graph......Page 98
Viewing Top Content......Page 99
Performing a Navigation Analysis......Page 100
Performing Landing Page Optimization......Page 101
Viewing Your Top Pages......Page 102
Viewing Top Landing Pages......Page 105
Summary......Page 107
Understanding Google AdSense......Page 108
Integrating AdSense with Google Analytics......Page 110
Viewing the AdSense Overview Report......Page 111
Viewing Top AdSense Content......Page 114
Viewing Top AdSense Referrers......Page 115
Viewing AdSense Revenue Trends......Page 116
Summary......Page 117
Understanding the Site Overlay......Page 118
Summary......Page 120
Understanding Google AdWords......Page 122
Linking Google AdWords to Google Analytics......Page 123
Tracking AdWords Campaigns......Page 124
Tracking Keyword Position......Page 126
Tracking TV Campaigns......Page 127
Summary......Page 128
Configuring Google Analytics for Ecommerce Tracking......Page 130
Configuring Your Receipt Page for Google Analytics Tracking......Page 131
Inserting the Tracking Code......Page 133
Changing Your Links......Page 134
Ecommerce Overview......Page 135
Transactions......Page 136
Product Performance......Page 137
Summary......Page 138
Understanding Site Search......Page 140
Configuring Google Analytics to Track Site Search......Page 141
Site Search Overview......Page 142
Search Terms......Page 144
Trending......Page 146
Summary......Page 147
Understanding Goals and Funnels......Page 148
Defining Your Goals......Page 149
Defining Funnels......Page 150
Measuring Your Goals......Page 151
Conversion Rate......Page 152
Goal Abandoned Funnels......Page 153
Summary......Page 154
Defining Parameters......Page 156
Setting Up Event Tracking......Page 157
Overview......Page 158
Categories......Page 159
Summary......Page 160
Metrics......Page 162
Dimensions......Page 163
Creating a Custom Report......Page 165
Viewing Your Report......Page 167
Selecting Different Views......Page 168
Visualizing Your Data—in Motion......Page 169
Summary......Page 170
Creating a Predefined Filter......Page 172
Creating a Custom Filter......Page 174
Managing Your Filters......Page 177
Summary......Page 178
Why You Might Want to Customize Google’s Tracking Code......Page 180
Identify Additional Search Engines......Page 181
Treat Certain Search Keywords as Direct Referrals......Page 182
Summary......Page 183
Creating a Customer Type for Visitors to a Specific Page......Page 184
Tracking User-Defined Visitor Types......Page 186
Summary......Page 187
Filtering Traffic from Static IP Addresses......Page 188
Filtering a Single IP Address......Page 189
Filtering a Range of IP Addresses......Page 190
Customizing the Tracking Code to Exclude Internal Traffic......Page 192
Summary......Page 194
Modifying the Tracking Code......Page 196
Summary......Page 198
Creating the Tracking Code......Page 200
Viewing the Tracking Data......Page 201
Summary......Page 202
Creating a Filter to Display Full Referring URLs......Page 204
Summary......Page 206
Viewing Top Exit Pages......Page 208
Viewing Poor-Performing Landing Pages......Page 210
Viewing Poor-Performing Checkout Pages......Page 211
Summary......Page 212
How Website Optimizer Works......Page 214
Conducting an A/B Test......Page 215
Viewing Test Data......Page 219
Summary......Page 220
A......Page 222
B......Page 223
C......Page 224
D......Page 225
E......Page 226
G......Page 227
K–L......Page 228
P......Page 229
Q–R......Page 230
T......Page 232
U–V......Page 233
W–Z......Page 234