Google Analytics Demystified: A Hands-On Contents # Preface Getting Started

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  • Google Analytics Demystified: A Hands-On Approach

  • Google Analytics Demystified: A Hands-On Approach

    Joel J. Davis

  • Copyright 2015 by Joel J. Davis All rights reserved. No part of this book or any digital representation of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise without written permission from the copyright holder, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act. No patent liability is assumed with respect to the use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Requests for reprint permission should be directed to the author at jdavis@googleanalyticsademystified.com. ISBN-13: 9978-1491015995 ISBN-10: 1491015993 Editor. Danna L. Givot Trademarks. This book makes descriptive reference to trademarks that may be owned by others. All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark and, additionally, should not be viewed as an intention of trademark infringement. The use of such trademarks within this book is not an assertion of ownership of such trademarks by the author or publisher and is not intended to represent or imply the existence of an association between the author or publisher and the lawful owners of such trademarks. The author is not associated with any product, vendor, organization or individual mentioned in this book. Limit of Liability/Disclaimer of Warranty. Every effort has been made to make this book as complete and as accurate as possible, but no warranty or fitness is implied. The publisher and author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation, warranties of fitness for a particular purpose. No warranty may be created or extended by sales or promotional materials. The information, guidance, sugges-tions, and strategies provided are on an as is basis. The author and the publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information or application of information contained in this book. This work is sold with the understanding that neither the publisher nor the author is engaged in rendering legal, accounting, advertising, marketing, digital design, or other professional services. If professional assistance is required, the services of a competent professional person should be sought. Organizations, individuals and websites referred to in this work are provided for information only and should not be interpreted as an endorsement of the organization or any advise or materials the organization may provide. Readers should be aware that digital references listed in this work may no longer be active or may have changed and that Google Analytics terminology, organization and displays may have changed since the date of publication. Data. All data is fictitious and is presented for instructional purposes only. Data presented is not intended to be interpreted as an indication of actual performance. Travel and Tour is a fictitious company and online site and is presented for instructional purposes only.

  • Brief Contents

    Preface

    Getting Started ......................................................................................................................................1

    Account Management .................................................................................................................. 23

    Predefined and Custom Filters .......................................................................................... 55

    Data Characteristics ...................................................................................................................... 99

    The Audience Menu ................................................................................................................... 111

    The Behavior Menu..................................................................................................................... 181

    Segments ................................................................................................................................................ 231

    Goals ........................................................................................................................................................... 257

    Tracking Downloads .................................................................................................................. 307

    Events ........................................................................................................................................................ 333

    Referral Sources ............................................................................................................................. 399

    The Social Menu ............................................................................................................................ 441

    The Ecommerce Menu ............................................................................................................. 461

    Attribution and ROI .................................................................................................................. 481

    Experiments ........................................................................................................................................ 517

    Data Management......................................................................................................................... 541

    Answers to Practice Exercises .......................................................................................... 585

    Index

  • Detailed Contents Preface Introduction Organization A Note on Universal Analytics A Note on Ecommerce

    Section I: Getting Started 1. First Steps................................................................................................................3 2. Verifying Data Collection ............................................................................... 14 3. Registering Your Site With Google ............................................................ 16 4. Registering as an Ecommerce Site............................................................. 19 5. Populating Your Site With Data .................................................................. 21

    Section II: Account Management 6. Accounts, Properties, and Views ................................................................ 25 7. Managing Accounts, Properties, and Views........................................... 31 8. Practice with Accounts, Properties, and Views.................................... 42 9. Permissions ......................................................................................................... 45 10. Practice with Permissions............................................................................. 51

    Section III: Predefined and Custom Filters 11. Views with Predefined Filters ..................................................................... 57 12. Practice with Predefined Filters................................................................. 68 13. Regular Expressions ........................................................................................ 73 14. Practice with Regular Expressions............................................................ 82 15. Views with Custom Filters ............................................................................ 84 16. Practice with Custom Filters........................................................................ 96

    Section IV: Data Characteristics 17. Metrics and Dimensions...............................................................................101 18. Practice with Metrics and Dimensions ..................................................106

  • Section V: The Audience Menu 19. The Audience Menu: Top Graph .............................................................. 113 20. Practice with Audience Data (I) ............................................................... 128 21. Audience Menu: Middle of Page Data .................................................... 133 22. Audience Menu: Bottom of Page Data ................................................... 135 23. Practice With Audience Data (II)............................................................. 148 24. The Full Audience Menu.............................................................................. 154 25. Practice With Audience Data (III) ........................................................... 175

    Section VI: The Behavior Menu 26. The Behavior Menu: Overview................................................................. 183 27. The Behavior Menu: Site Content............................................................ 190 28. Practice With Site Content ......................................................................... 199 29. The Behavior Menu: Site Speed ............................................................... 204 30. Practice With Site Speed ............................................................................. 215 31. The Behavior Menu: In-Page Analytics................................................. 219 32. Practice With In-Page Analytics............................................................... 226

    Section VII: Segments 33. Segmentation and Google Analytics Segments.................................. 233 34. Practice With Segments............................................................................... 253

    Section VIII: Goals 35. Destination, Duration, and View Goals ................................................. 259 36. Goal Reporting: The Conversions Menu............................................... 271 37. Goal Reporting: The Multi-Channels Menu......................................... 282 38. Goal Reporting and the Real-Time Menu............................................. 286 39. Goals and Custom Segments...................................................................... 292 40. Practice With Goals ....................................................................................... 299

    Section IX: Tracking Downloads 41. Tracking Downloads ..................................................................................... 309 42. Practice With Tracking Downloads........................................................ 319 43. Applications of Download Tracking....................................................... 322 44. Practice With Download Tracking Metrics ......................................... 330

  • Section X: Events 45. Introduction to Events..................................................................................335 46. Practice With Events .....................................................................................344 47. Events and Content Management ............................................................350 48. Advanced Events: Link Tracking..............................................................358 49. Event Reporting...............................................................................................364 50. Events as Goals.................................................................................................374 51. Events and Custom Segments....................................................................378 52. Advanced Events: Page Scroll....................................................................383 53. Advanced Events: Form Completion Monitoring..............................388 54. Advanced Events: Video Monitoring ......................................................393

    Section XI: Referral Sources 55. Generating Referral Sources ......................................................................401 56. The Acquisition Menu ...................................................................................412 57. Tagging Links....................................................................................................422 58. The Campaigns Menu....................................................................................429 59. Practice With Acquisition, Link Tags, and Campaigns....................436

    Section XII: The Social Menu 60. The Social Menu...............................................................................................443 61. Practice With The Social Menu .................................................................457

    Section XIII: The Ecommerce Menu 62 Sending Ecommerce Data to Google Analytics...................................463 63. Ecommerce Metrics and Reporting.........................................................466 64. Practice With Ecommerce...........................................................................477

    Section XIV: Attribution and ROI 65. Attribution Models .........................................................................................483 66. Working With Attribution Models...........................................................491 67. Attribution Data and Return on Investment .......................................506 68. Practice with Attribution and ROI ...........................................................511

    Section XV: Experiments 69. Introduction to Experiments .....................................................................519 70. Creating an Experiment With Google Analytics.................................524 71. Managing Experiments and Interpreting Outcomes .......................529 72. Practice With Experiments .........................................................................536

  • Section XVI: Data Management 73. Automatic Alerts and Diagnostic Messages ........................................ 543 74. Custom Alerts................................................................................................... 547 75. Practice With Alerts ...................................................................................... 558 76. Shortcuts and Exports.................................................................................. 561 77. Dashboards ....................................................................................................... 565

    Answers to Practice Exercises 78. Answers to Chapter Eight: Accounts, Properties, and Vi...

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