Cutroni - Google Analytics
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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 whats happening. This hands-on guide shows you how to get the most out of this free and powerful tool whether youre 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.
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When Google launched Google Analytics in 2005, it revolutionized web analytics. Heck, it flat out turned the entire industry on its collective head. No longer was web analytics an expensive endeavor that required a substantial investment in software. Measurement tools became irrelevant from a cost perspective, and the focus started to shift to people.
In May 2007, Google gave the analytics industry another shot in the arm when it released version 2 of Analytics. The update included a progressive new interface that simplified the data presentation in hopes that more people, like marketers and PR professionals, would use the data to make business decisions .
By creating a free analytics tool that is easy to understand, Google has helped everyone become a web analyst. Website designers, webmasters, IT teams, C-level executives, and marketers are all using Google Analytics to track and measure website performance and online marketing initiatives.
Lets face it, Google Analytics is sexy as hell right now! Everyone wants a piece of it.
This book is for anyone thinking about using Google Analytics or actively using Google Analytics (GA). You may be an executive whos trying to determine if Google Analytics will work for your organization. You may be a marketing team member trying to figure out how to track different types of marketing initiatives (both online and offline). You may be an IT team member tasked with implementing GA.
I believe that all of you will find something useful in this book. Throughout the book, I try to explain how Google Analytics works so you can understand the impact of various configuration choices. Remember, Google Analytics analyzes business data, which means each business will configure it differently. You need to understand whats important for your business and configure Google Analytics accordingly.
There is no technical prerequisite for reading this book. If you have a basic understanding of the Internet, if you know what a web server is, and if you know what HTML is, youll understand the subject matter in this book. You may not understand some of the more advanced code samples, but I will make sure you understand the concepts and ideas behind the code.
People who are very new to web analytics may have some problems with this book. There is an assumption that you have some basic web analytics knowledge. For example, you should know what a pageview, visit, and visitor are. If you dont have a basic understanding of web analytics, you may want to use this book as a companion to a more thorough web analytics text.
My goal in writing this book is to help people understand what Google Analytics can do and show you how to actually do it.
Ill start by talking about your business, not about Google Analytics. Before we even touch on Google Analytics, its imperative to identify what you want to track on your website. If you dont know what you want to track, you wont know how to configure Google Analytics to track it.
Next Ill describe how Google Analytics actually works. Ill cover how data is collected, processed, and turned into reports. Ill also include some information about the different data-collection mechanisms, like mobile data collection and application (app) tracking.
Understanding how the system works will provide the foundation for our configuration discussion. Well talk about all of the various settings you can use to control data access, manipulate data, and track goals on a website .
Ill also spend time discussing how to track marketing campaigns. In my opinion, this is one of the most overlooked features and, when done incorrectly, can completely destroy your data. However, when its done correctly it can lead to a deeper understanding of your marketing initiative and analysis nirvana .
After marketing campaigns, well move into advanced topics, like configuring websites that span multiple domains, collecting e-commerce data, event tracking, and custom variables. All of these features allow Google Analytics to adapt and fit the data and analysis needs of your organization. These may not be features youre currently using, but theyll showcase the flexibility of what Google Analytics can do.
By the end of this tour, you should be a Google Analytics guru! Its your job to take your understanding of what Google Analytics can do for your business and implement it on your website.
There are lots of different ways to learn about web analytics and Google Analytics. Some people want to learn web analytics in detail before jumping into Google Analytics. Thats a perfectly good tactic and if you want to start that way you should explore some of the following publications:
Web Analytics, An Hour a Day by Avinash Kaushik (Sybex)
Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by Avinash Kaushik (Wiley)
Complete Web Monitoring by Alistair Croll and Sean Power (OReilly)
Youll definitely want to make sure that whatever books or online documentation you use covers the most recent version of Google Analytics. Google Analytics perpetual evolution has unfortunately made it dangerous to use a lot of formerly great (but now dated) materialsome of it works, some of it doesnt.
If you like (or dont like) this book, by all means, please let people know. Amazon reviews are one popular way to share your happiness (or lack thereof), or you can leave reviews at the site for the book:
| http://oreilly.com/catalog/9780596158002 |
Theres also a link to errata there. This gives readers a way to let us know about typos, errors, and other problems with the book. The errata will be visible on the page immediately, and well confirm it after checking it out. OReilly can also fix errata in future printings of the book and on Safari, making for a better reader experience pretty quickly.
We hope to keep this book updated for future versions of Google Analytics, and will also incorporate suggestions and complaints into future editions.
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