Brief Contents - Google Analytics Demystified · # 24.# Practice#WithAudience#Data#(II).....166# #...
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Transcript of Brief Contents - Google Analytics Demystified · # 24.# Practice#WithAudience#Data#(II).....166# #...
Brief Contents
Preface
Getting Started .................................................................................................................... 1
Account Management.................................................................................................23
Predefined and Custom Filters .........................................................................55
Data Characteristics ..................................................................................................115
The Audience Menu ..................................................................................................127
The Behavior Menu....................................................................................................227
Segments ...............................................................................................................................287
Goals ..........................................................................................................................................321
Tracking Downloads .................................................................................................369
Events .......................................................................................................................................395
Referral and the Acquisition Menu...........................................................461
Social .......................................................................................................................................515
The Ecommerce Menu ............................................................................................535
Attribution and ROI .................................................................................................555
Experiments .......................................................................................................................591
Data Management........................................................................................................615
Answers to Practice Exercises .........................................................................661
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 .................................................................72 13. Regular Expressions.........................................................................................77 14. Practice with Regular Expressions ............................................................86 15. Views with Custom Filters.............................................................................88 16. Practice with Custom Filters .....................................................................103 17. Using Filters to Reduce Referral Spam..................................................106
Section IV: Data Characteristics 18. Metrics and Dimensions ..............................................................................117 19. Practice with Metrics and Dimensions..................................................122
Section V: The Audience Menu 20. The Audience Menu: Top Graph...............................................................129 21. Practice with Audience Data (I) ...............................................................145 22. Audience Menu: Middle of Page Data ....................................................151 23. Audience Menu: Bottom of Page Data ...................................................153
24. Practice With Audience Data (II) .............................................................166 25. The Full Audience Menu..............................................................................171 26. The Audience Menu: Users Flow .............................................................189 27: The Audience Menu: Cohorts and Benchmarks ................................200 28. Practice With Audience Data (III) ...........................................................218
Section VI: The Behavior Menu 29. The Behavior Menu: Overview .................................................................229 30. The Behavior Menu: Site Content............................................................236 31. Practice With Site Content..........................................................................248 32. The Behavior Menu: Behavior Flow.......................................................254 33. The Behavior Menu: Site Speed................................................................260 34. Practice With Site Speed..............................................................................271 35. The Behavior Menu: In-‐Page Analytics .................................................275 36. Practice With In-‐Page Analytics ...............................................................283
Section VII: Segments 37. Segmentation and Google Analytics Segments..................................289 38. Practice With Segments ...............................................................................309 39. Segments and Strategic Planning ............................................................312 40. Segments and Referral Spam.....................................................................316
Section VIII: Goals 41. Destination, Duration, and View Goals..................................................323 42. Goal Reporting: The Conversions Menu ...............................................337 43. Goal Reporting: The Multi-‐Channels Menu .........................................348 44. Goal Reporting and the Real-‐Time Menu .............................................352 45. Goals and Custom Segments......................................................................358 46. Practice With Goals........................................................................................362
Section IX: Tracking Downloads 47. Tracking Downloads .....................................................................................371 48. Practice With Tracking Downloads ........................................................381 49. Applications of Download Tracking .......................................................384 50. Practice With Download Tracking Metrics..........................................391
Section X: Events 51. Introduction to Events .................................................................................397 52. Practice With Events .....................................................................................406 53. Events and Content Management............................................................412 54. Advanced Events: Link Tracking .............................................................420 55. Event Reporting ..............................................................................................426 56. Events as Goals ................................................................................................436
57. Events and Custom Segments ...................................................................440 58. Advanced Events: Page Scroll ...................................................................445 59. Advanced Events: Form Completion Monitoring .............................450 60. Advanced Events: Video Monitoring......................................................455
Section XI: Referral and the Acquisition Menu 61. Generating Referral Sources......................................................................463 62. The Acquisition Menu: Overview ............................................................474 63. The Acquisition Menu: All Traffic............................................................479 64. The Acquisition Menu: SEO........................................................................490 65. Tagging Links ...................................................................................................498 66. The Acquisition Menu: Campaigns .........................................................505 67. Practice With Acquisition, Link Tags, and Campaigns ...................510
Section XII: Social 68. The Acquisition Menu: Social ....................................................................517 69. Practice With Social ......................................................................................531
Section XIII: The Ecommerce Menu 70 Sending Ecommerce Data to Google Analytics ..................................537 71. Ecommerce Metrics and Reporting ........................................................540 72. Practice With Ecommerce ..........................................................................551
Section XIV: Attribution and ROI 73. Attribution Models.........................................................................................557 74. Working With Attribution Models ..........................................................565 75. Attribution Data and Return on Investment.......................................580 76. Practice with Attribution and ROI...........................................................585
Section XV: Experiments 77. Introduction to Experiments.....................................................................593 78. Creating an Experiment With Google Analytics ................................598 79. Managing Experiments and Interpreting Outcomes.......................603 80. Practice With Experiments.........................................................................610
Section XVI: Data Management 81. Automatic Alerts and Diagnostic Messages ........................................617 82. Custom Alerts...................................................................................................621 83. Practice With Alerts.......................................................................................632 84. Shortcuts and Exports ..................................................................................635 85. Dashboards .......................................................................................................642
Answers to Practice Exercises 86. Answers to Chapter Eight: Accounts, Properties, and Views ......663 87. Answers to Chapter Ten: Permissions ..................................................664 88. Answers to Chapter Twelve: Predefined Filters ...............................665 89. Answers to Chapter Fourteen: Regular Expressions ......................668 90. Answers to Chapter Sixteen: Custom Filters ......................................669 91. Answers to Chapter Nineteen: Metrics and Dimensions...............673 92. Answers to Chapter Twenty One: Audience Data (I) ......................677 93. Answers to Chapter Twenty Four: Audience Data (II)...................679 94. Answers to Chapter Twenty Eight: Audience Data (III) ................681 95. Answers to Chapter Thirty One: Site Content ....................................683 96. Answers to Chapter Thirty Four: Site Speed ......................................684 97. Answers to Chapter Thirty Six: In-‐Page Analytics ...........................686 98. Answers to Chapter Thirty Eight: Segments.......................................687 99. Answers to Chapter Forty Six: Goal Reporting ..................................690 100. Answers to Chapter Forty Eight: Tracking Downloads .................694 101. Answers to Chapter Fifty: Download Tracking Metrics.................695 102. Answers to Chapter Fifty Two: Events..................................................696 103. Answers to Chapter Sixty Seven: Acquisition, Link Tags, and Campaigns.................................................697 104. Answers to Chapter Sixty Nine: The Social Menu.............................699 105. Answers to Chapter Seventy Two: Ecommerce ................................700 106. Answers to Chapter Seventy Six: Attribution and ROI...................701 107. Answers to Chapter Eighty: Experiments............................................702 108. Answers to Chapter Eighty Three: Alerts ............................................704
Index
