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Google Analytics, 2. Auflage Lizenziert für [email protected]. © 2010 Carl Hanser Fachbuchverlag. Alle Rechte vorbehalten. Keine unerlaubte Weitergabe oder Vervielfältigung. MEHR TRANSPARENZ = MEHR ERFOLG // ■ Optimieren Sie Ihre Website mit Google Analytics, dem kostenlosen Marktführer unter den Web-Analyse-Tools. ■ Verschaffen Sie sich einen umfassenden Überblick über alle Funktionen von Google Analytics und lernen Sie, sie richtig einzusetzen. ■ Profitieren Sie von den Erfahrungen eines Google-Insiders. ■ Die zweite Auflage wurde durchgehend aktualisiert und um 100 Seiten erweitert. ■ Aktuelle Informationen zu Web-Analyse und Google Analytics finden Sie ADEN Google unter www.timoaden.de ANALYTICS timo ADEN Google ANALYTICS // Sicher haben Sie von Google Analytics schon gehört oder nutzen es bereits. Aber kennen Sie auch alle Feinheiten, Tipps und Tricks? Haben Sie das Tool wirklich perfekt implementiert und Ihren individuellen Bedürfnissen angepasst? Nutzen Sie es vollständig aus und leiten Sie konkrete Aktionen aus den vorhandenen Zahlen ab? Timo Aden, ehemaliger Google-Mitarbeiter und Web-Analyse-Experte, stellt Ihnen in diesem Praxisbuch die vielfältigen Funktionen, die dieses Tool bietet, umfassend vor. Von nützlichen Hinweisen und technischen Kniffen bei der Implementierung und - orderid - 21339031 - transid - 21339031_1D - dem Tracking sämtlicher Online-Marketing-Aktivitäten, über die effektive Anwendung der Benutzeroberfläche und Berichte bis hin zur Ableitung von konkreten Aktionen – dieser Praxisleitfaden deckt sämtliche Bereiche von Google Analytics ab und dient Ihnen als täglicher Begleiter für alle Aktivitäten im Online-Marketing. Die 2. Auflage deckt die neuen Features, die Google Analytics inzwischen bietet, ab – ANALYTICS z.B. benutzerdefinierte Variablen, Annotationen, Analytics Intelligenz, Feedburner- IMPLEMENTIEREN. Integration, Pivot-Tabellen und mobiles Tracking. INTERPRETIEREN. // Dieses Buch ist nicht nur für Fachleute, Web-Analytiker wie Website-Betreiber wichtig, PROFITIEREN. sondern auch für jeden „Laien“, Datenschützer wie Web-Nutzer, der wissen will, was sich wirklich hinter der Web Analyse verbirgt. Deswegen wünsche ich diesem Buch so viel Erfolg wie nur möglich.// Ossi Urchs, F.F.T. MedienAgentur » ... eine detaillierte Gebrauchsanleitung für eines der augen- Timo ADEN, Diplom-Kaufmann (FH), ist Gründer und Geschäftsführer blicklich leistungsstärksten Web-Analyse-Tools am Markt« der Trakken Web Services GmbH, die Unternehmen in den Bereichen Ima Buxton, www.computerwoche.de Web-Analyse und Conversion-Optimierung berät. Davor war er bei Google Produktverantwortlicher für Google Analytics in Deutschland, Google Österreich, Schweiz und Skandinavien. www.hanser.de/computer 2. Auflage ISBN 978-3-446-42308-4 Marketingverantwortliche, Websitebetreiber, Webmaster 9 7 8 3 4 4 6 4 2 3 0 8 4 Adobe Digital Editions. und eBookreader Systemvoraussetzungen für eBook-inside: Internet-Verbindung Lizenziert für [email protected]. © 2010 Carl Hanser Fachbuchverlag. Alle Rechte vorbehalten. Keine unerlaubte Weitergabe oder Vervielfältigung. Aden Google Analytics - orderid - 21339031 - transid - 21339031_1D - Bleiben Sie einfach auf dem Laufenden: v www.hanser.de/newsletter Sofort anmelden und Monat für Monat die neuesten Infos und Updates erhalten. Lizenziert für [email protected]. © 2010 Carl Hanser Fachbuchverlag. Alle Rechte vorbehalten. Keine unerlaubte Weitergabe oder Vervielfältigung. - orderid - 21339031 - transid - 21339031_1D - Lizenziert für [email protected]. © 2010 Carl Hanser Fachbuchverlag. Alle Rechte vorbehalten. Keine unerlaubte Weitergabe oder Vervielfältigung. Timo Aden Google Analytics Implementieren. Interpretieren. Profitieren. - orderid - 21339031 - transid - 21339031_1D - 2., aktualisierte und erweiterte Auflage Lizenziert für [email protected]. © 2010 Carl Hanser Fachbuchverlag. Alle Rechte vorbehalten. Keine unerlaubte Weitergabe oder Vervielfältigung. Dipl.-Kfm. (FH) Timo Aden, www.timoaden.de Geschäftsführer der Trakken Web Services GmbH, Hamburg Kontakt: [email protected] und www.twitter.com/timoaden Alle in diesem Buch enthaltenen Informationen, Verfahren und Darstellungen wurden nach bestem Wissen zusammengestellt und mit Sorgfalt getestet. Dennoch sind Fehler nicht ganz auszuschließen. Aus diesem Grund sind die im vorliegenden Buch enthaltenen Informationen mit keiner Verpflich- tung oder Garantie irgendeiner Art verbunden. Autor und Verlag übernehmen infolgedessen keine juristische Verantwortung und werden keine daraus folgende oder sonstige Haftung übernehmen, die auf irgendeine Art aus der Benutzung dieser Informationen – oder Teilen davon – entsteht. Ebenso übernehmen Autor und Verlag keine Gewähr dafür, dass beschriebene Verfahren usw. frei von Schutzrechten Dritter sind. Die Wiedergabe von Gebrauchsnamen, Handelsnamen, Warenbezeich- nungen usw. in diesem Buch berechtigt deshalb auch ohne besondere Kennzeichnung nicht zu der Annahme, dass solche Namen im Sinne der Warenzeichen- und Markenschutz-Gesetzgebung als frei zu betrachten wären und daher von jedermann benutzt werden dürften. - orderid - 21339031 - transid - 21339031_1D - Bibliografische Information der Deutschen Nationalbibliothek: Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliografie; detaillierte bibliografische Daten sind im Internet über http://dnb.d-nb.de abrufbar. Dieses Werk ist urheberrechtlich geschützt. Alle Rechte, auch die der Übersetzung, des Nachdruckes und der Vervielfältigung des Buches, oder Teilen daraus, vorbehalten. Kein Teil des Werkes darf ohne schriftliche Genehmigung des Verlages in irgendeiner Form (Fotokopie, Mikrofilm oder ein anderes Verfahren) – auch nicht für Zwecke der Unterrichtsgestaltung – reproduziert oder unter Verwendung elektronischer Systeme verarbeitet, ver- vielfältigt oder verbreitet werden. © 2010 Carl Hanser Verlag München, www.hanser.de Lektorat: Margarete Metzger Copy editing: Manfred Sommer, München Herstellung: Irene Weilhart Umschlagdesign: Marc Müller-Bremer, www.rebranding.de, München Umschlagrealisation: Stephan Rönigk Datenbelichtung, Druck und Bindung: Kösel, Krugzell Ausstattung patentrechtlich geschützt. Kösel FD 351, Patent-Nr. 0748702 Printed in Germany ISBN 978-3-446-42308-4 Lizenziert für [email protected]. © 2010 Carl Hanser Fachbuchverlag. Alle Rechte vorbehalten. Keine unerlaubte Weitergabe oder Vervielfältigung. Inhalt Geleitwort von Ossi Urchs ..............................................................................................XIII Geleitwort von Patrick Ludolph .......................................................................................XV Vorwort ............................................................................................................................XVII Teil I: Google Analytics.................................................................................................. 1 - orderid - 21339031 - transid - 21339031_1D - 1 Google Analytics ..................................................................................................... 3 1.1 Google Analytics im Marktumfeld.......................................................................................... 3 1.2 Google Analytics und Google ................................................................................................. 6 1.3 Google Analytics’ Geschichte................................................................................................. 7 1.4 Warum kostenlos? ................................................................................................................. 10 2 Web-Analyse und Online-Marketing .................................................................... 13 2.1 Was ist Web-Analyse? .......................................................................................................... 13 2.2 Ein schmaler Grat ….............................................................................................................14 2.2.1 Search Engine Optimization (SEO) ......................................................................... 15 2.2.2 Search Engine Marketing (SEM)............................................................................. 17 2.2.3 Affiliate.................................................................................................................... 20 2.2.4 Display-Ads............................................................................................................. 22 2.2.5 Newsletter................................................................................................................ 25 2.2.6 Twitter, Facebook.................................................................................................... 26 2.2.7 Usability .................................................................................................................. 28 2.2.8 Online-Umfragen..................................................................................................... 29 3 Technische Hintergründe...................................................................................... 33 3.1 Unterschiedliche Datenerhebungsmethoden.......................................................................... 33 3.2 Log Files vs. Page Tagging ................................................................................................... 33 3.2.1 Log Files.................................................................................................................. 33 V Lizenziert für [email protected]. ©
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