（Google Analytics 2.0）谷歌分析论 第二版 内容简介
The purpose of Google Analytics 2.0 is to explain the concepts behind analytics, how to set up Google Analytics, how to choose goals and filters, how to read Google Analytics reports and graphs, and how to use that information to improve web site performance.? The book goes one step further with this edition. Based on reader feedback on the first edition of Google Analytics, Google Analytics 2.0 also includes more in-depth information that reaches an added audience--those who are more than just beginners.? This information includes advanced tips and suggestion on how to get more from the reports that Google Analytics makes available to webmasters.? The book covers the following topics: What is new in GA 2.0??? Setting up Google Analytics Analytics Settings Access Management Filter Management Reporting Dashboards Executive Dashboard Marketing Dashboard Webmaster Dashboard Reports Marketing Optimization Visitor Segments Marketing Campaign Results Search Engine Marketing Goals and Funnel Process Content Performance Navigational Analysis Ad Version Testing Web Design Parameters E-Commerce Analysis Revenue Sources Product Merchandising?
（Google Analytics 2.0）谷歌分析论 第二版 作者简介
Mary E. Tyler (Newport News, VA) is a contributing editor at OSTG/NewsForge, the worlds largest source of daily Linux coverage and a regular contributor to MacAddict Magazine and Iron Horse Magazine. Tyler specializes in Open Source, enterprise software, intellectual property, and anything Macintosh. A former software developer, Mary has an eclectic technical background. She was a solo developer of Macintosh software and is the designer of the well-known freeware font Helve Programmers. Jerri L. Ledford has been a freelance business technology writer for more than 10 years.? During that time, over 700 of her articles, profiles, news stories and reports have appeared online and in print.? Her publishing credits include: Intelligent Enterprise, Network World, Information Security Magazine, DCM Magazine, CRM Magazine, IT Manager's Journal. Jerri also develops and teaches technology training courses on security, customer service, career skills, and technology for companies such as IBT Financial, Writer's Village University, Beacon Hill Financial Services, Hewlett Packard, and CNET.?
（Google Analytics 2.0）谷歌分析论 第二版 目录
Title Page
Copyright Page
Dedication
About the Authors
Credits
Acknowledgements
Introduction
Overview of the Book and Technology
How This Book Is Organized
Who Should Read this Book
Tools You Will Need
Moving On
PART One - Basic Analytics
CHAPTER 1 - Why Analytics?
Short Answer (for underlings)
Slightly Longer Short Answer (for your boss)
Long Answer (for you)
What Analytics Is Not
CHAPTER 2 - Analytics and AWStats
AWStats
CHAPTER 3 - Yes! More AWStats!
Yes, There’s More
PART Two - Setting Up Google Analytics
CHAPTER 4 - Getting Started
First, You Need a Google Account
Signing Up for Google Analytics
Activating Tracking
Navigating Analytics
CHAPTER 5 - The Settings Dashboard
Analytics Settings
Website Profiles
Access Management
CHAPTER 6 - Filtering Your Data
What’s a Filter?
A Slightly Longer Lesson on Regular Expressions
Matching a Variable Name/Value Pair
Managing Filters
Advanced Filters
CHAPTER 7 - Using Analytics Goals
Understanding Goal Setting
Setting Up Goals
CHAPTER 8 - AdWords Integration
Why Google Analytics with AdWords?
Linking Analytics and AdWords
Tag, Your Link Is It!
Why Track AdWords Campaigns with Analytics?
CHAPTER 9 - Advanced Topics
Monetizing Goals
Google Analytics on Secure Pages (https)
PART Three - The Dashboards
CHAPTER 10 - The New Dashboard
A New Paradigm
Standard Traffic Reports
Adding Reports
Deleting Reports
Suggested Dashboards for Specific Roles
CHAPTER 11 - Setting Date Ranges
Using the Calendar
Comparing Ranges
Using the Timeline
PART Four - All Reports: Visitors
CHAPTER 12 - Visitors Overview
Visitors
Map Overlay
New vs. Returning
Languages
CHAPTER 13 - Visitor Trending
Visits
Absolute Unique Visitors
Page Views
Average Page Views
Time on Site
Bounce Rate
CHAPTER 14 - Visitor Loyalty
Loyalty
Recency
Length of Visit
Depth of Visit
CHAPTER 15 - Browser Capabilities
Browser
Operating System
Browser and Operating System
Screen Colors
Screen Resolution
Flash Version
Java Support
CHAPTER 16 - Network Properties
Network Location
Hostnames
Connection Speeds
CHAPTER 17 - User Defined
Segmentation That’s Customized
What to Segment
PART Five - All Reports: Traffic Sources
CHAPTER 18 - Traffic Sources
Traffic Sources Overview
Direct Traffic
Referring Sites
Search Engines
All Traffic Sources
Keywords
CHAPTER 19 - AdWords
AdWords Campaigns
Keyword Positions
CHAPTER 20 - Additional Traffic Reports
Campaigns
Ad Versions
PART Six - All Reports: Content
CHAPTER 21 - Content Overview
Content Overview
Top Content
Content by Title
Content Drilldown
Top Landing Pages
Top Exit Pages
Site Overlay
PART Seven - All Reports: Goals
CHAPTER 22 - Goals Overview
Goals Overview
Total Conversions
Conversion Rate
Goal Verification
Reverse Goal Path
Goal Value
Abandoned Funnels
Funnel Visualization
PART Eight - All Reports: E-Commerce
CHAPTER 23 - E-Commerce
E-Commerce Overview
Total Revenue
Conversion Rate
Average Order Value
CHAPTER 24 - Product Performance
Product Overview
Product SKUs
Categories
CHAPTER 25 - More E-Commerce Reports
Transactions
Visits to Purchase
Time to Purchase
Index
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