书名: Advanced Web Metrics with Google Analytics(中文名称：流量的秘密-Google Analytics网站分析与优化技巧)

作者: Brian Clifton

出版社: Wiley Publishing

出版日期: 2008年

文档格式: PDF

文档大小: 14.2M

内容简介: If you have ever wondered whether your checkout system is off-putting to potential new customers, how differently your website might be perceived by a new versus a returning visitor, if paid advertising yields better conversions than free organic search listings, whether you can better qualify leads by fine-tuning your search marketing strategy, or simply how to measure the performance of your website, then this book is for you. The most important prerequisite for reading this book is an inquisitive mind with the drive and desire to improve the user experience—that is, engagements and conversions on your website.

This book describes the best practice techniques you can use to set up and configure Google Analytics. The purpose is simple: to give you the information you need to maximize your website’s potential. With a better understanding of your website visitors, you will be able to tailor page content and marketing budgets with laserlike precision for a better return on investment. I also discuss advanced configurations (Chapter 9, “Google Analytics Hacks”), which are not documented elsewhere. These provide you with an even greater understanding of your website visitors so that you can dive into the metrics that make sense for your organization. In as many areas as possible, I include real-world practical examples that are currently in use by advanced users.

The book’s content is primarily aimed at an organization’s marketer and webmaster, who would work in conjunction with each other. Many chapters focus on integrating your analytical skills with your marketing and webmaster skills, and require no coding ability. There are also sections and exercises in this book that require you to modify your web page content; after all, web analytics is all about instigating change using reliable metrics as your guide. Therefore, knowledge of HTML (the ability to read browser source code) and experience with online marketing methods (for example, pay-per-click, e-mail marketing, organic search, etc.) is required. Some advanced techniques also require an understanding of JavaScript.

下面是简单的目录，仅供参考:

Part I Measuring Success

Chapter 1 Why Understanding Your Web Traffic Is Important to Your Business

Chapter 2 Available Methodologies

Chapter 3 Where Google Analytics Fits

Part II Using Google Analytics Reports

Chapter 4 Using the Google Analytics Interface

Chapter 5 Top 10 Reports Explained

Part III Implementing Google Analytics

Chapter 6 Getting Started

Chapter 7 Advanced Implementation

Chapter 8 Best Practices Configuration Guide

Chapter 9 Google Analytics Hacks

Part IV Using Visitor Data to Drive Website Improvement

Chapter 10 Focus on Key Performance Indicators

Chapter 11 Real-World Tasks

Appendix Recommended Further Reading

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