Google Analytics

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Google Analytics

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 200 p.
  • 言語 ENG,ENG
  • 商品コード 9780596158002
  • DDC分類 658.87202854678

Full Description


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 what's happening. This hands-on guide shows you how to get the most out of this free and powerful tool -- whether you're 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.* Discover exactly how the Google Analytics system works * Learn how to configure the system to measure data most relevant to your business goals * Track online marketing activities, including cost-per-click ads, email, and internal campaigns * Track events -- rather than page views -- on sites with features such as maps, embedded video, and widgets * Configure Google Analytics to track enterprise data, including multiple domains * Use advanced techniques such as custom variables and CRM integration

Table of Contents

Preface                                            ix
1 Introducing Web Analytics 1 (8)
Defining Web Analytics 1 (3)
Quantitative and Qualitative Data 2 (1)
The Continuous Improvement Process 2 (1)
Measuring Outcomes 3 (1)
What Google Analytics Contributes 4 (3)
How Google Analytics Fits in the 7 (2)
Analytics Ecosystem
2 Creating an Implementation Plan 9 (4)
Gather Business Requirements 10 (1)
Analyze and Document Website Architecture 10 (1)
Create an Account and Configure Your 11 (1)
Profile
Configure the Tracking Code and Tag Pages 11 (1)
Tag Marketing Campaigns 11 (1)
Create Additional User Accounts and 11 (1)
Configure Reporting Features
Perform Optional Configuration Steps 12 (1)
3 Under the Covers: How Google Analytics 13 (14)
Works
Data Collection and Processing 13 (3)
Reports 16 (1)
About the Tracking Code 17 (10)
The Mobile Tracking Code 20 (2)
App Tracking 22 (1)
The (Very) Old Tracking Code: urchin.js 23 (4)
4 Tracking Visitor Clicks, Outbound Links, 27 (6)
and Non-HTML Files
About the Tracking Cookies 29 (4)
5 Google Analytics Accounts and Profiles 33 (26)
Google Analytics Accounts 34 (1)
Creating a Google Analytics Account 35 (8)
Creating Additional Profiles 39 (2)
Access Levels 41 (2)
All About Profiles 43 (16)
Basic Profile Settings 43 (1)
Profile Name 44 (2)
Website URL 46 (2)
Time Zone 48 (1)
Default Page 48 (1)
Exclude URL Query Parameter 49 (3)
E-Commerce Settings 52 (1)
Tracking On-Site Search 53 (5)
Applying Cost Data 58 (1)
6 Filters 59 (14)
Filters Fields 60 (1)
Filters Patterns 61 (1)
Filter Type 61 (12)
Include/Exclude Filters 61 (2)
Search and Replace Filters 63 (2)
Lowercase/Uppercase Flters 65 (1)
Advanced Profile Filters 66 (4)
Predefined Filters 70 (3)
7 Tracking Conversions with Goals and 73 (8)
Funnels
Goals 73 (5)
Time on Site 73 (1)
Pages Per Visit 74 (1)
URL Destinations 75 (1)
Additional Goal Settings 76 (2)
Tracking Defined Processes with Funnels 78 (3)
8 Must-Have Profiles 81 (8)
Profile Roles 81 (1)
Raw Data Profile 81 (1)
Master Profile 81 (1)
Test Profile 82 (1)
Access-Based Profiles 82 (1)
Using Profiles to Segment Data 82 (5)
Exclude Internal Traffic 82 (2)
Include Valid Traffic 84 (1)
Force Request URI to Lowercase 85 (1)
Force Compaign Parameters to Lowercase 86 (1)
Keeping Track of your Configuration 87 (2)
Changes
9 Marketing Campaign Trackng 89 (22)
How It Works 89 (5)
How to Tag Links 94 (2)
Tracking AdWords 96 (1)
Tracking Other CPC Sources 97 (2)
Tracking Email 99 (4)
Email Messages to Complete Conversion 102(1)
Activities
Embedding Campaign Tags Within a Page 103(1)
Understanding Conversion Attribution 103(2)
Tracking Internal Marketing Campaigns 105(6)
Step 1 Create a New Profile 105(1)
Step 2 Tag Your Internal Campaigns 105(2)
Step 3 Configure Site Search Settings 107(1)
The Reports 108(3)
10 Advanced Tracking Techniques 111(52)
Tracking Across Multiple Domains 111(4)
How It Works 112(1)
Implementation 113(2)
Tracking Across Multiple Subdomains 115(5)
Implementation 117(3)
Tracking Across Multiple Domains with 120(1)
Multiple Subdomains
Frames and iFrames 121(2)
Frames 122(1)
iFrames 122(1)
E-Commerce Tracking 123(12)
How It Works 123(3)
Implementation 126(2)
Common E-Commerce Problems 128(1)
Using E-Commerce Tracking on 129(6)
Non-E-Commerce Sites
Event Tracking 135(3)
Getting Started with Event Tracking 138(1)
Pulling It All Together 138(7)
Implementation 141(1)
Reporting 142(2)
Tracking a Distributed Object 144(1)
Custom Variables 145(18)
Custom Variable Implementation 149(1)
Custom Variable Reporting 149(2)
Segmenting Members from Nonmembers 151(3)
Custom Variables for E-Commerce 154(1)
Custom Variables for Publishers 155(1)
Roll-Up Reporting 156(7)
11 Enterprise Implementation Consideration 163(8)
Issue #1 Roll-Up Reporting 163(1)
Issue #2 Unique Visitors 164(1)
Issue #3 Page Tagging 165(1)
Issue #4 Hosting External JavaScript 165(1)
Issue #5 URL Structure 166(1)
Issue #6 Campaign Tracking 167(1)
Issue #7 Data Integration 167(1)
Issue #8 E-Commerce Data 167(2)
Issue #9 AdWords Cost Data 169(2)
12 CRM Integration 171(6)
Using Regular Expressions to Extend Goals 175(2)
13 Tools and Add-Ons 177(4)
Reporting and Analysis Tools 177(1)
Juice Concentrate 177(1)
Google Analytics Report Enhancer 177(1)
Keyword Trends in Google Analytics 178(1)
Debugging Tools 178(3)
Firebug 178(1)
LiveHTTPHeaders 178(1)
Firefox Web Developer 178(1)
Regex Coach 178(1)
Time 179(2)
A Google Analytics Compliance with WAA Standards 181(6)
B Regular Expression 187(4)
Index 191