Advanced Web Metrics with Google Analytics: Edition 2

John Wiley and Sons
4

Packed with insider tips and tricks, this how-to guide is fully revised to cover the latest version of Google Analytics and shows you how to implement proven Web analytics methods and concepts.

This second edition of the bestselling Advanced Web Metrics with Google Analytics is the perfect book for marketers, vendors, consultants, and Webmasters who want to learn the installation, configuration, tracking techniques, and best practices of Google Analytics.

  • Google Analytics is a free tool that measures Web site effectiveness and helps users better understand how web site performance; this book is a detailed usage guide written by one of the software's original creators
  • Explains what filters keep data accurate, how to measure Flash usage and tag for e-mail marketing, and what visitor segmentation provides the most useful feedback
  • Examines principles and practices of Web analytics, then shows how to use GA's reports and how to track dynamic Web pages, banners, outgoing links, and contact forms
  • Discusses advanced setups for configuring goals and filters, how to integrate GA with third-party systems, and how to leverage the new API

Advanced Web Metrics with Google Analytics, Second Edition is valuable for both novice and experienced users of Google Analytics.

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About the author

Brian Clifton, Ph.D., is an internationally recognized Google Analytics expert who consults on website performance optimization for global clients. As the former head of web analytics for Google Europe, Middle East, and Africa, he defined the strategy for adoption and built a team of pan-European product specialists. Brian speaks at industry conferences, writes regularly on his Measuring Success blog (www.advanced-web-metrics.com/blog), and wrote the first edition of this book.

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Additional Information

Publisher
John Wiley and Sons
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Published on
Apr 22, 2010
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Pages
440
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ISBN
9780470634943
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Language
English
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Genres
Computers / Internet / General
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Content Protection
This content is DRM protected.
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Read Aloud
Available on Android devices
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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 usersCovers social media analytics features, advanced segmentation displays, multi-dashboard configurations, and using Top 20 reportsProvides 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 formsIncludes 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.

This new book from the acclaimed author of Advanced Web Metrics puts you in control of your data showing you how to be successful in your organization. This book is for you if you are:

- a digital analyst working with Google Analytics and wishing to go to the next level of your career.

- a manager of data who needs a solid understanding of best practice website measurement, the capabilities of Google Analytics, and how to guide your organisation’s digital strategy.

- a student of quantitative marketing (or economics and management) looking to gain a detailed knowledge of what it takes to be successful with Google Analytics.

For all of the above, your ultimate interest is in insights and knowledge, not more data!

Top Three Take Aways

1. This book is about using Google Analytics in an enterprise environment - to embolden your organisation to actually use its data for important decisions – that is, not just be a hit counter.

2. This book is about team work – providing the methods and processes to bridge the often daunting gap between practitioners and senior management.

3. This book is about data trust – helping you ensure you have the best data quality so the rest of the organisation can trust and rely on it.

Specific recommendations on:

- How to audit your data (without looking at code) to ensure good data quality and trust

- How to assess the investment in tools and team

- How to ensure your team focuses on insights, not data

- Understanding KPI selection and the dashboards required to convey them

- Telling stories with data - Real world insights from major brands showing the difference knowledge makes

eBook1 contains chapters 1-5 (out of 10)

This new book from the acclaimed author of Advanced Web Metrics puts you in control of your data showing you how to be successful in your organization. This book is for you if you are:

- a digital analyst working with Google Analytics and wishing to go to the next level of your career.

- a manager of data who needs a solid understanding of best practice website measurement, the capabilities of Google Analytics, and how to guide your organisation’s digital strategy.

- a student of quantitative marketing (or economics and management) looking to gain a detailed knowledge of what it takes to be successful with Google Analytics.

For all of the above, your ultimate interest is in insights and knowledge, not more data!

Top Three Take Aways

1. This book is about using Google Analytics in an enterprise environment - to embolden your organisation to actually use its data for important decisions – that is, not just be a hit counter.

2. This book is about team work – providing the methods and processes to bridge the often daunting gap between practitioners and senior management.

3. This book is about data trust – helping you ensure you have the best data quality so the rest of the organisation can trust and rely on it.

Specific recommendations on:

- How to audit your data (without looking at code) to ensure good data quality and trust

- How to assess the investment in tools and team

- How to ensure your team focuses on insights, not data

- Understanding KPI selection and the dashboards required to convey them

- Telling stories with data - Real world insights from major brands showing the difference knowledge makes

eBook1 contains chapters 6-10 (out of 10)

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