Google Analytics: Understanding Visitor Behavior

Front Cover
"O'Reilly Media, Inc.", 2010 M08 13 - 218 pages

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.

  • Discover exactly how the Google Analytics system works
  • Learn how to configure the system to measure data most relevant to your business goals
  • Track online marketing activities, including cost-per-click ads, email, and internal campaigns
  • Track events -- rather than page views -- on sites with features such as maps, embedded video, and widgets
  • Configure Google Analytics to track enterprise data, including multiple domains
  • Use advanced techniques such as custom variables and CRM integration
 

Selected pages

Contents

Chapter 1 Introducing Web Analytics
1
Chapter 2 Creating an Implementation Plan
9
How Google Analytics Works
13
Chapter 4 Tracking Visitor Clicks Outbound Links and NonHTML Files
27
Chapter 5 Google Analytics Accounts and Profiles
33
Chapter 6 Filters
59
Chapter 7 Tracking Conversions with Goals and Funnels
73
Chapter 8 MustHave Profiles
81
Chapter 10 Advanced Tracking Techniques
111
Chapter 11 Enterprise Implementation Considerations
163
Chapter 12 CRM Integration
171
Chapter 13 Tools and AddOns
177
Appendix A Google Analytics Compliance with WAA Standards
181
Appendix B Regular Expressions
187
Index
191
Copyright

Chapter 9 Marketing Campaign Tracking
89

Other editions - View all

Google Analytics
Justin Cutroni
Limited preview - 2007
Google Analytics
Justin Cutroni
No preview available - 2010

Common terms and phrases

_gaq _gaq.push(['_trackPageview _trackPageview actions advanced filter advanced segment AdWords account campaign name campaign tracking collect configure Google Analytics conversion rate cost data cost-per-click create custom report custom variable default destination URL dimension DOM scripts e-commerce data e-commerce tracking email marketing email message event tracking example Extract feature filter field funnel ga.js ga.src GATC Goal URL Google account Google AdWords Google Analytics account Google Analytics tracking google-analytics.com/ga.js hostname https://ssl identify iFrame implementation include filter internal campaigns JavaScript keywords link tagging marketing campaigns match metrics modify multiple domains option order ID outbound links profile settings query-string parameters regular expression request URI roll-up script type="text/javascript search term shown in Figure slot step stored subdomain text/javascript tool Top Content report track visitors tracking code tracking cookies traffic transaction unique visitor users virtual pageview visitor’s browser web analytics website architecture

Bibliographic information

TitleGoogle Analytics: Understanding Visitor Behavior
AuthorJustin Cutroni
Editionrevised
Publisher"O'Reilly Media, Inc.", 2010
ISBN1449399592, 9781449399597
Length218 pages
  
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