Google Analytics

Preface -- 1: Introducing Web Analytics -- Defining web analytics -- Quantitative and qualitative data -- Continuous process -- Measuring outcomes -- What Google analytics contributes -- How Google analytics fits in the analytics ecosystem -- 2: Creating An Implementation Plan -- Gather business requirements -- Analyze and document website architecture -- Create an account and configure your profile -- Configure the tracking code and tag pages -- Tag marketing campaigns -- Create additional user accounts and configure reporting features -- Perform optional configuration steps -- 3: Under The Covers: How Google Analytics Works -- Data collection and processing -- Reports -- About the tracking code -- App tracking -- Very old tracking code: urchin-js -- Understanding pageviews -- 4: Tracking Visitor Clicks, Outbound Links, And Non-HTML Files -- About the tracking cookies -- 5: Google Analytics Accounts And Profiles -- Google analytics accounts -- Creating a Google analytics account -- Creating additional profiles -- Access levels -- All about profiles -- Basic profile settings -- Profile name -- Website URL -- Time zone -- Default page -- Exclude URL query parameters -- E-commerce settings -- Tracking on-site search -- Applying cost data -- 6: Filters -- Filters fields -- Filter patterns -- Filter type -- Include/exclude filters -- Search and replace filters -- Lowercase/uppercase filters -- Advanced profile filters -- Predefined filters -- 7: Tracking Conversions With Goals And Funnels -- Goals -- Time on site -- Pages per visit -- URL destinations -- Additional goal settings -- Tracking defined processes with funnels -- 8: Must-Have Profiles -- Profile roles -- Raw data profile -- Master profile -- Test profile -- Access-based profiles -- Using profiles to segment data -- Exclude internal traffic -- Include valid traffic -- Force request URL to lowercase -- Force campaign parameters to lowercase -- Keeping track of your configuration changes -- 9: Marketing Campaign Tracking -- How it works -- How to tag links -- Tracking AdWords -- Tracking other CPC sources -- Tracking Email -- Email messages to complete conversion activities -- Embedding campaign tags within a page -- Understanding conversion attribution -- Tracking internal marketing campaigns -- Step 1: Create a new profile -- Step 2: Tag your internal campaigns -- Step 3: Configure site search settings -- Reports -- 10: Advanced Tracking Techniques -- Tracking across multiple domains -- How it works -- Implementation -- Tracking across multiple subdomains -- Implementation -- Tracking across multiple domains with multiple subdomains -- Frames and iFrames -- Frames -- iFrames -- E-commerce tracking -- How it works -- Implementation -- Common E-commerce problems -- Using E-commerce tracking on non-E-commerce sites -- Event tracking -- Getting started with event tracking -- Pulling it all together -- Implementation -- Reporting -- Tracking a distributed object -- Custom variables -- Custom variable implementation -- Custom variable reporting -- Segmenting members from nonmembers -- Custom variable for E-commerce -- Custom variable for publishers -- Roll-up reporting -- 11: Enterprise Implementation Considerations -- Issue # 1: Roll-up reporting -- Issue # 2: Unique visitors -- Issue # 3: Page tagging -- Issue # 4: Hosting external JavaScript -- Issue # 5: URL structure -- Issue # 6: Campaign tracking -- Issue # 7: Data integration -- Issue # 8: E-commerce data -- Issue # 9: AdWords cost data -- 12: CRM Integration -- Using regular expressions to extend goals -- 13: Tools And Add-Ons -- Reporting and analysis tools -- Juice concentrate -- Google analytics report enhancer -- Keyword trends in Google analytics -- Debugging tools -- Firebug -- LiveHTTPHeaders -- Firefox web developer -- Regex coach -- Time -- A: Google Analytics Compliance With WAA Standards -- B: Regular Expressions -- Index.