Advanced Web Metrics with Google Analytics (Anglais) Broché – 5 mars 2010
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Description du produit
Présentation de l'éditeur
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.
Quatrième de couverture
Become a Google Analytics Expert: The Practitioner′s Complete Guide
Want to implement and apply advanced web analytics techniques without having to be an expert? Google insider and web metrics expert Brian Clifton helps you harness the full power of Google Analytics (GA) with this new edition of his bestselling book. This book shows you analytics that are advanced enough to give you all the crucial decision–making insights, yet simple enough to digest and quickly implement in a clever way.
Whether you′re a novice or veteran, you′ll soon be applying the very latest GA techniques, best practices, and some great hacks. From tracking social media to configuring data filters to interpreting results, start here and quickly improve your skills, your website, your brand, and your profits.
Configure a best–practice implementation for a solid web metrics platform
Understand features and reports in detail
Optimize the performance of your website by learning from real–world examples
Integrate AdWords, AdSense, and your internal site search tracking tool
Use Google Analytics in conjunction with A/B and multivariate testing
Optimize your online and offline marketing campaigns
Integrate Google Analytics data with third–party systems and applications, including your CRM system
Leverage the new Google Analytics API
This book is a comprehensive roadmap to helping you get the most from your metrics. It′s an indispensable guide to helping you take your online marketing campaigns to the next level." Chris Sherman, Executive Editor, Search Engine Land
If you′re looking for a practical, tactical guide in how to implement and think about web marketing optimization, look no further. Brian Clifton spells it out by industry, by job function, by Key Performance Indicator, and more." Jim Sterne, Founding Director and Chairman of the Web Analytics Association
The must–read for anyone looking to get the most value out of Google Analytics and web analytics." Ashley Friedlein, CEO, Econsultancy
Guarantee your future employment buy, read, and implement all of the techniques of this outstanding book." Bill Hunt, coauthor, Search Engine Marketing Inc.
Special offers from Google Inside, get a Google AdWords gift card worth $25 and find details on how you can save 50% on the Google Analytics Individual Qualification test!
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Commentaires client les plus utiles sur Amazon.com
The title is a little misleading as the book spends a lot of time going through how to set up a basic analytics properly. Well maybe that is advanced for some people, because as Brian clearly and comprehensively illustrates, it's not as easy or simple as many people think.
For this information alone it is worth getting the book.
Other chapters on setting up ecommerce and campaign tracking, I would have thought were standard stuff, but again maybe they are advanced for some users.
Again, the book provides a lot of detail and examples of how to do this properly.
If you can't get your analytics set up properly after reading this book, well, you're not paying attention.
There is some advanced stuff on hacks and custom tagging towards the end.
I'm not complaining, I learned heaps that I didn't know that I didn't know.
As I said, it's a great book and an essential one, I just think the title is misleading.
Perhaps "Analytics: How to Do the Damn Stuff Right" would have been closer to the mark.
All that aside. This is a fantastic book. A deserving 5 starrer.
The flow of this book has been well planned. Clifton starts with what reports can be procured from Google Analytics, giving everyone a quick insight into what kind of information gathering is possible. A really good way to tell you how potent this tool can be. The next section deals with the implementation and how pages can be tracked. Discusses in detail some of the implementation issues like:
Using the same analytics account to monitor diff websites
How to create a local copy of the analytics info
Also includes Advanced Implementation how-to's for E-Commerce websites, online campaign tacking, event tracking. There's also a chapter on hacks. These sections are the most relevant and covers the first 211 pages.
The last section of the books starts with KPI's and discusses the topic in detail with examples related to e-commerce sites, Marketer's KPI's webmaster's KPI's and more. The last chapter also discusses Google Website Optimizer and is a good introduction for newbies.
This book is extremely comprehensive and does a very good job of introducing Google Analytics to both new users as well as experienced one. Javasript code shows up at various places and is definitely helpful as a reference for making quick changes to your website tags.
If you have a website that uses Google Analytics, just go ahead and buy the book. If you're using other analytic tools, this book is a good introduction to what Google Analytics has to offer.
A few standout features of Google Analytics:
Two click integration with Google Adwords. (Two reports : Adwords Campaign, Keyword Positions)
Can be used to track paid search, organic search, links from pdf's, videos, email campaigns etc
Site overlay report (something like a heat map. WebTrends calls this the click density report)
Map overlay report (shows which geographies people are coming in from)
Cross referencing (eg how many visitors from california, which keywords folks from california use)
Site search reporting (From which pages do visitors initiate a search. And which page do they go to. This needs some setting up.)
Event tracking of video files and load times, interactions in the file etc ..
(About Google Urchin: Urchin is a down loadable tool. Its a hybrid tool since it tags as well as processes log files. It can provide bandwidth reports, error page/status code reports, visitor history reports.
Can run behind firewall. Useful for intranets.
Data stored in house, so can be used beyond 25 months.
Google Analytics can analyze a max 5 million pageviews a month. Urchin doesn't have this restriction.
The Disadvantages pertain to the hardware and manpower needed to set up a server, maintain and backup.)
Companion site for the book: [...]
Scripts are at: [...]
Facebook Group: [...]
Advanced topics and methodologies: [...]
If you want to see pics of what some actual Google Analytics Reports look like, you can check them on my website Pune360.com:
For example, when setting profile filters, it is best practice to only set one include filter. Watch out for the reverse logic which means each data entry must match *every include filter*. An easy mistake to make. The book is loaded with little call out boxes that highlight these important points. This makes it easier to skim and find something you read and not remembered exactly where it was.
As a sidenote, I also own a Kindle, and while I love taking it with me when I travel, I find it harder to go back to find specific points (even with the search feature) than using the hard copy. I know own two copies of many analytics books (hard and soft copies) for this reason!
Whoever reads this book will realize how much data Google Analytics can yield. Of course, data overkill can lead to analysis paralysis. For this reason, Mr. Clifton emphasizes that acting on the data is the single most important aspect of web analytics. Yet it is this that most people do not achieve. Furthermore, Bill Hunt, CEO of Global Strategies International, who Mr. Clifton quotes at the beginning of his book, observes: "Eight out of 10 implementations of web analytics solutions are incorrectly set up." Search engine and web site optimization requires time and resources dedicated to this endeavor.
In conclusion, Mr. Clifton shows with success how web analytics can be used to improve the key performance indicators for one's online success without minimizing the amount of work required to get it done.