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Index A ad position optimization, REST, 445 393–398 web server, 21 A/B testing, 177, 361, 418, 419, 421, ad version optimization, YouTube, 184 422, 429, 436, 469 401–403 application programming interfaces. Accenture Digital Diagnostics, 26, /AdSense integration, 46–47, 111 See APIs 137, 482 Campaigns report, 114, 386, 394 article creation, click-throughs and, account query (export API), 447 Clicks report, 113, 114 332 accounts content network and, 115–116 AS3 Mode, 193, 194 AdSense, linking to, 151–154 day-parting optimization, ASPX, 53, 250 AdWords, linking to, 148–151 398–400 Assign Filter Order link, 246 Google, 77 gclid parameter and, 150, 151, async, 134 Google Analytics, 77, 132–134 155, 156 asynchronous GATC, 134 initial configuration, Google Analytics integration asynchronous JavaScript and XML. 212–217 with, 111 See Ajax multiple, 55 import delay, 38, 57 Atlas Search, 38, 150 profiles and, 142–147 491 Keyword Positions report, audits ■ accuracy. See data accuracy 116–118, 393–394 automatic page auditing tool, 26 INDEX accuracy table, MaxMind, 48 Keyword Tool, 380 of GATC deployment, 58 action (parameter), 183 Keywords report, 114–115, 291, Google Analytics data and, 62, actions (bounce rate), 330 292, 293, 381, 385, 478 140 ActionScript, 189–193, 196. See also My Client Center feature, 147, page tags and, 32, 41 Flash 148 third-party, 69, 70, 141 ad blindness, 332 Overview report, 112 authorization (export API), 445–446 Ad Distribution Network, 115 performance report, 113 AuthSub proxy authorization, adCenter Labs, 380 Traffic Sources report and, 445–446 _addItem(), 167, 168 111–118 auto_append_file, 137–138 _addTrans(), 167, 168 Air (Adobe), 189, 192, 453 automatic alerts, 101–103 Adform, 38, 150 Ajax (asynchronous JavaScript and automatic escape feature, 476 AdInsight, 465 XML), 22, 54, 182, 349, 350 automatic page auditing tool, 26 Adobe Air, 189, 192, 453 alerts average conversion rate, 314–315 Adobe Flash. See Flash automatic, 101–103 average order value, 315 Adobe Flex, 189, 192, 193, 350 custom, 103–104 average per-visit value, 315–317 AdSense (Google AdSense) significant change and, 102–103 average ROI, 317–319 account, linking to, 151–154 AMAT (web marketing life cycle), average ROI by campaign type, 327 /AdWord integration, 46–47, 111 11, 419–420 average time on site and pageviews KPI metrics and, 335–336 Analog, 21 per visit, 334–335 report, 335–336 Analyticator, Google, 451 AWStats, 21 Advanced filter, 234 Analytics Helper extension, 484 advanced implementation (Google Analytics Intelligence, 53, 100. See B Analytics), 159–209 also Intelligence reports Advanced Segments, 52, 96, 231– Analytics360tool, 452 backslash character, 239 232, 246–255, 473. See alsoCOPYRIGHTED Analyze This!, 452 MATERIALbackups (local data storage), 56, profile filters; segmentation anchors, 393, 475, 479 139–140 custom, 249, 250 Andersson, Chris, 64 bandwidth reports, 68 default, 247–248 Android application, 252, 452 banners KPIs and, 310–311 annotations (chart annotations), banner ad URLs, 177 profile filters v., 231–232 94–95 tracking, 196–197 advanced table filtering, 52 Apache Batra, Anil, 331 ad-version testing, 401 .htaccess, 68, 138, 208 Battelle, John, 64 advertisement performance, logfile format for, 140–141 beacons (tags), 20, 134. See also 335–337 mod_layout, 137–138 page tags advertiser’s toolkit, 62 APIs (application programming bell-shaped distributions, 102, 103, advertising-based content, 329 interfaces). See also export API 228, 229 AdWords (Google AdWords) ActionScript 3, 192 benchmarking account, linking to, 148–151 JavaScript, 184 KPIs and, 312–313 562314bindex.indd 491 2/2/10 1:56:39 AM SeeTheStats and, 453 campaign tracking, 173–181 content creators (KPI example) TrakkBoard and, 453 campaigns, 5 advertisement performance, web analytics and, 300 custom campaign fields, 181 335–337 benchmarking reports, 53, 108–109 email, 177–178 average time on site and page- best-practices configuration guide. landing page campaign variables, views per visit, 334–335 See configuration guide 176 bounce rate, 330–332 Better Google Analytics, 483–484 segmentation by, 243–245 percent new v. returning visitors, bid management, 59 Campaigns report, 114, 386, 394 337 bid terms, search terms v., 38, 115 CAPTCHA method, 138 percent visitor recency (high, BigTable, 443, 444, 445 capturing first and last referrer, medium, low), 337–338 Blackberry, 250 289–293 percentage engagement, 332–333 blogs capturing previous referrer, 287–288 content management systems Analyticator and, 451 catalogue.pdf, 180, 285 (CMSs), 26, 52, 136, 137, 161, comments, 3, 7, 10, 31, 332 category (parameter), 183 162, 273, 451, 483 Google Analytics, 16 Chaffey, Dave, 393 content network, 115–116, 152 Measuring Success, 16 channels, online, 166, 309, 321, 433 content-driven websites, 329 Occam’s Razor, 66 chart annotations, 94–95 conversion attribution, 55, 296 publishing, 451 chart options, 90–91 conversion quality index (CQI), on web analytics, 489–490 checkFirst(), 289, 290 324–327 Blue Streak, 38, 150 Chrome, 23, 40, 341, 484 conversion rates booking process steps (example), Clark, Garrett, 30 economic effect (spreadsheet) 4–5 ClickPath, 465 of, 13 bounce, 330 clicks. See also pay-per-click model, 10 492 bounce rates, 118 networks; visits Conversion University, Google, 15, ■ KPIs and, 330–332 click-fraud algorithms, 57 16, 76 Top Landing Pages report, visits v., 37 conversions. See goal conversions 362–366 Clicks report, 113, 114 cookie timeouts, 33, 205–207 INDEX bounced visitors, 5 clickstream.com, 70 cookie-detection method, 51 brand visits click-throughs, article creation and, cookie-enabled phones, 53, 250 percentage brand engagement, 332 cookies, 22–23, 32. See also privacy 322–324 ClientLogin username/password deletion/rejection, 29–30 segmentation of, 254–255 authentication, 445 facts, 23 Bridge Mode, 193 client-side caching, 25 first-party broadband connection KPI, 343–345 client-side data collection, 20 Google Analytics and, 23, broken links/error pages, 270–276, CMS integration (GX WebManager), 56, 155, 170, 198, 199, 345 451 200, 201, 205 browser toolbar, 451, 462–463 CMSs (content management life of, 160 browsers systems), 26, 52, 136, 137, third-party v., 23, 32 Firefox, 23, 40, 64, 135, 137, 161, 162, 273, 451, 483 Flash, privacy and, 194 139, 171, 194, 203, 261, coded URLs, 412, 415–416 IAB and, 63 304, 309, 341, 342, collection sampling rate, 208–209 integrity, 160 483–484 communication restricting, to subdirectory, 205 Google Chrome, 23, 40, 341, export API and, 446, 448 third-party, 23, 32, 44 484 KPIs and, 299, 303 _trackPageview() and, 160 incompatibility and, 343 Urchin/IT overhead and, 68 __utma, 140, 160, 290, 440, 442 Internet Explorer, 25, 32, 40, website monetary value and, 403 __utmb, 140, 160, 171, 202 309, 341, 342, 343 comScore studies, 25, 27, 28, 29, 251 __utmc, 140, 160, 171, 202 market share data for, 343 Concentrate (tool), 453 __utmv, 160 Opera, 23, 341 configuration guide (Google __utmz, 140, 160, 206, 290, 438, Safari, 23, 252, 341 Analytics), 211–256 439, 441, 466 buzz, 7, 10, 15, 253 data-sharing settings, 216–217 visitor data accuracy and, 28–30 funnels, 217–228 correction factor, for cookie C goal conversions, 217–228 deletion/rejection, 29–30 initial account configuration, Correia, Joao, 440 Call to Action (Eisenberg B., 212–217 CQI. See conversion quality index Eisenberg J, and Davis), 220 profile configuration, 212–217 CRM systems call tracking, 464–467 consolidation, of KPIs, 307 cookie data and, 166 CallTrack ID, 464–467 content errors and, 483 Calltracks, 465 advertising-based, 329 JavaScript and, 438–440 Calyx Flowers (case study), 430–433 product/organization, 329 PHP and, 440–442 campaign optimization (paid segmentation by, 245–246 web data and, 411 search), 383–387 subscription-based, 329 562314bindex.indd 492 2/2/10 1:56:39 AM cross-segmenting drill-down feature, differing vendor metrics, 31 matching, to referral data, 48–49 digital collateral, links within, 46, 282–284 secondary, 52 175, 177, 180, 181, 364 negative, 34, 172–173 CSV format, 49, 89, 92, 93, 386, digital marketers, targeting of, pseudo e-commerce values, 437, 465, 466 64–66 407–410 currency agnostic, 165–166 dimensions, 81 roll-up, tracking, 293–294 custom Advanced Segments, 249, metrics v., 81, 249 Efficient Frontier, 38, 150 250 secondary, 95 Eisenberg, Bryan, 220 custom alerts, 103–104 directory path, 6 Eisenberg, Jeffrey, 220 custom campaign fields, 181 discoverability, 76–79 email custom labels. See custom variables distilling OKRs, 303 features (Google Analytics custom profile filters, 234, 236–238 distributions interface), 92–93 custom reports, 53 Gaussian (bell-shaped), 102, HTML-formatted, 179 custom variables (custom labels), 103, 228, 229 marketing campaigns, 177–178 242, 265–270 geographic, 8, 16, 229, 458 email marketing, 452 implementing, 268–270 long-tail, 229 embedded links, within digital multivariate experiment and, nonnormal, 229, 230 collateral, 46, 175, 177, 180, 425–426 random, 229 181, 364 scope and, 265–266, 267, 268 visitor, 8, 229 eMetrics, 12 _setVar() and, 241–242, 265, DOC files, 55, 176, 219, 479 encoded landing-page URLs, 39 290, 291, 292 $ Index (page values), 118, 119, Entrance Keywords report, visitors/sessions/pages and, 123–125, 356–361 365–366, 389–390 265–270 DOM inspector, 484 entrance pages. See landing pages 493 customer on first visit index, domain tracking, multiple, 200–203 Entrance Sources report, 363–365 ■ 319–321 Don’t Make Me Think (Krug), 220, EpikOne, 137, 430, 482, 489 INDEX customized search engine list, 373 error pages 258–265 DoubleClick, 38, 150 /broken links, 270–276, 345 customizing GATC, 197–209 downloads, tracking links to, /status code reports, 68 284–287 escape character, 239, 475, 476 D drag-and-drop technology, 351 Event Tracking, 54, 156, 181–197 drilling down, 75, 88, 155, 230, 232, examples, 185 dashboards, 47–48, 98–99 250, 296 Flash events, 189–194 data.
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