Title Details

Brian Clifton, Ph.D., is an internationally recognized Google Analytics expert who consults on website performance optimization for global clients. As the former head of web analytics for Google Europe, Middle East, and Africa, he defined the strategy for adoption and built a team of pan-European product specialists. Brian speaks at industry conferences, writes regularly on his Measuring Success blog (www.advanced-web-metrics.com/blog), and wrote the first edition of this book.

Introduction.

Part I: Measuring Success.

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

2 Available Methodologies.

3 Where Google Analytics Fits.

Part II: Using Google Analytics Reports.

4 Using the Google Analytics Interface.

5 Top 10 Reports Explained

Part III: Implementing Google Analytics.

6 Getting Started.

7 Advanced Implementation.

8 Best Practices Configuration Guide.

9 Google Analytics Hacks.

Part IV: Using Visitor Data to Drive Website Improvement.

10 Focusing on Key Performance Indicators.

11 Real-World Tasks.

12 Integrating Google Analytics Data with Third-Party Systems.

Appendix A Regular Expression Overview.

Understanding the Fundamentals.

Regex Examples.

Appendix B Useful Tools.

Tools to Audit Your GATC Deployment.

Firefox Add-ons.

Desktop Helper Applications.

Appendix C Recommended Further Reading.

Books on Web Analytics and Related Areas.

Web Resources.

Blog Roll for Web Analytics.

Index.