Kelsey Introduction to Google Analytics

A Guide for Absolute Beginners
1. ed
ISBN: 978-1-4842-2829-6
Verlag: Apress
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 148 Seiten

Develop your digital/online marketing skills and learn web analytics to understand the performance of websites and ad campaigns. Approaches covered will be immediately useful for business or nonprofit organizations. If you are completely new to Google Analytics and you want to learn the basics, this guide will introduce you to the content quickly.
Web analytics is critical to online marketers as they seek to track return on investment and optimize their websites. Introduction to Google Analytics covers the basics of Google Analytics, starting with creating a blog, and monitoring the number of people who see the blog posts and where they come from.
What You'll Learn Understand basic techniques to generate traffic for a blog or website
Review the performance of a website or campaign
Set up a Shopify account to track ROI
Create and maximize AdWords to track conversion
Discover opportunities offered by Google, including the Google Individual Qualification
Who This Book Is ForThose who need to get up to speed on Google Analytics tools and techniques for business or personal use. This book is also suitable as a student reference.


Todd Kelsey, PhD, is an author and educator whose publishing credits include several books for helping people learn more about technology. He has appeared on television as a featured expert, and has worked with a wide variety of corporations and non-profit organizations.

Autoren/Hrsg.

Kelsey, Todd

Inhaltsverzeichnis

1;Contents;5
2;About the Author;6
3;About the Technical Reviewer;7
4;Introduction;8
5;Chapter 1: Overview;11
5.1;Don’t Be Alarmed: Analytics Can Be Fun;11
5.2;Personal ROI: How Analytics Will Help Your Career and Your Organization;14
5.2.1;Social Media Marketing;14
5.2.2;Digital/Online Marketing;14
5.2.3;Business Intelligence;15
5.3;Organizational ROI;16
5.4;Free and Corporate Tools;16
5.4.1;Google Analytics;16
5.4.2;Adobe Analytics: Omniture;16
5.4.3;Open Source Analytics;17
5.4.4;Social Analytics;17
5.5;Things Change;18
5.6;Search Drill;18
5.7;Learning More;18
5.8;Conclusion;18
6;Chapter 2: Blogalytics;19
6.1;Create a Google Account/Gmail Address;19
6.2;Start a Blog;19
6.3;Start a Google Analytics Account;23
6.4;Connect Google Analytics to Blogger;27
6.5;Looking at Google Analytics;29
6.6;Learning More;31
6.7;Conclusion;32
7;Chapter 3: Getting Traffic for Analytics;33
7.1;Basic Social Media Promotion;33
7.1.1;Get the Link;34
7.1.2;Make Your Pitch;35
7.2;Post It to Social Media;36
7.3;Promote Your Post;37
7.4;Make an Ad;40
7.5;Learning More;46
7.6;Conclusion;46
8;Chapter 4: Reviewing Performance of Campaigns;47
8.1;Reviewing Campaign Analytics;47
8.2;Reviewing Performance in Google Analytics;49
8.2.1;Location, Location, Location!;50
8.2.2;Using Campaigns and Ongoing Blog Posts;52
8.2.3;Looking at Trends;52
8.3;Dealing with Spam Traffic and Bots;54
8.4;Looking at Traffic in Google Analytics;54
8.4.1;Tracking Mobile Hits;55
8.4.2;Using Dashboards/Reports;57
8.4.3;Exporting and Scheduling Reports;59
8.5;Learning More;60
8.6;Conclusion;61
9;Chapter 5: Fun with E-Commerce Analytics Part I: Shopify;62
9.1;Understanding Conversion Tracking;63
9.2;Why Shopify? Why “Live”?;63
9.3;Get Started with Shopify;65
9.4;Customize Navigation;70
9.4.1;Adding the Product to the Front Page;73
9.5;Tweaking and Payments;74
9.5.1;Picking a Plan;77
9.5.2;Setting a Price;79
9.5.3;Making More Tweaks;82
9.5.4;Updating Content;83
9.5.5;Adding the Digital Product;86
9.6;Buy Your Product;89
9.7;Take a Deep Breath;91
9.8;Learning More;91
9.9;Conclusion;91
10;Chapter 6: Fun with E-Commerce Analytics Part II: AdWords;92
10.1;Get Started with AdWords;93
10.1.1;Creating an Account/Getting a Tracking Code;94
10.2;Connect AdWords to Shopify;97
10.2.1;To Modify or Not to Modify;98
10.2.2;What’s Going On;100
10.3;Create an AdWords Campaign;101
10.4;Use Keyword Planner;108
10.5;AdWords’ Tricky Timing Settings;110
10.6;It’s Not Quite as Simple as This;112
10.7;Learning More;113
10.8;Conclusion;114
11;Chapter 7: Fun with E-Commerce Analytics Part III: Gumroad;115
11.1;Conversion vs. Infersion;116
11.1.1;Google Analytics, AdWords, and Gumroad;118
11.2;Get Started with Gumroad;118
11.3;Connect to Google Analytics;121
11.4;Back to Gumroad;124
11.5;Add a Product to Gumroad;125
11.5.1;Setting Up Payment;128
11.6;Check Your Gumroad Site;129
11.7;Get Some Traffic to Sell;130
11.8;Reviewing the Analytics;131
11.9;Reviewing Google Analytics;132
11.10;Learning More;135
11.11;Conclusion;136
12;Chapter 8: Exploring Google Analytics Certification;137
12.1;Exploring Google Analytics Qualification;138
12.2;Start Easy;140
12.3;Roadmap for Certification;142
12.4;Get Ready, Go!;142
12.5;Long-Term Goal: Certified Partner;143
12.6;Learning More;144
12.7;Conclusion;144
13;Index;146