Performance Marketing with Google Analytics

Introduction xxi
Why You Should Read This Book. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxi
What’s in This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xxii
How to Use This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .xxiii
Part I: Competing for Customers on the Web 1
Chapter 1: Swimming in the Digital Sea 3
Understanding the Impact of Data Democracy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Recognizing Customer Empowerment and Why It Matters . . . . . . . . . . . . . . . . . . . . .5
Reality 1: Users lead, businesses follow . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Reality 2: The almighty algorithm decides . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Reality 3: No product is safe from comparison shopping . . . . . . . . . . . . . . . . 7
Reality 4: Web surfers listen to one another fi rst and marketers second . . . 8
Reality 5: Online competitors spring up at a moment’s notice . . . . . . . . . . . . 8
Building an Online Strategy Based on Evidence instead of Hype . . . . . . . . . . . . . . . .9
Seven Basic Principles of Effective Online Marketing . . . . . . . . . . . . . . . . . . . . . . . .10
Principle 1: Be real about putting customers fi rst . . . . . . . . . . . . . . . . . . . . . 11
Principle 2: Know your desired outcomes . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Principle 3: Keep it simple . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Principle 4: Embrace change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Principle 5: Treat data as a strategic asset . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Principle 6: Use the right tool for the right job . . . . . . . . . . . . . . . . . . . . . . . . 14
Principle 7: Expect and accept accountability . . . . . . . . . . . . . . . . . . . . . . . 14
Chapter 2: Data-Driven Marketing Basics 17
Making Online Marketing Measurable and Goal-Driven. . . . . . . . . . . . . . . . . . . . . . .17
Your Web presence as a living, breathing system . . . . . . . . . . . . . . . . . . . . 18
Planning your online strategy by channel . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Marketing for conversions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Tools for Understanding Visitors and Performance . . . . . . . . . . . . . . . . . . . . . . . . . .24
Understanding the “what” with Google Analytics . . . . . . . . . . . . . . . . . . . . . 25
Understanding the “why” with voice-of-the-customer research . . . . . . . . . . 28
Seeing the big picture with competitive and market analysis . . . . . . . . . . . . 31
Tying it all together . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Chapter 3: Putting Google Analytics to Work in
Your Organization 35
Leading the Charge for Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
Assembling a Google Analytics Dream Team. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38
Four essential skill sets for a successful team . . . . . . . . . . . . . . . . . . . . . . . 39
Tips for building your team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
GETUP and Go: Defi ning Your Measurement Strategy . . . . . . . . . . . . . . . . . . . . . . . .42
25 tips for putting data to work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Seeing GETUP in action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Overcoming common obstacles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Part II: Google Analytics Essentials 59
Chapter 4: Understanding How Google Analytics
Works 61
How Data Is Collected . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .61
The Reliability of Tracking Visitors with Cookies . . . . . . . . . . . . . . . . . . . . . 65
How Data Is Processed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67
Accounts and Profi les: Data Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69
Generating Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72
Chapter 5: Installing and Administering
Google Analytics 75
Planning an Implementation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .75
Gathering business requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
Gathering technical requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Creating a Google Analytics Account . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78
Adding the Tracking Code . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .81
Confi guration Steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82
Basic confi guration steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83
Advanced confi guration steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
Maintaining Your Implementations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129
Changes to GATC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Changes to Confi guration Settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Incorrect campaign tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
Chapter 6: Basic Analysis Features and Concepts 135
Nine Tips for Becoming an All-Star Analyst . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .135
Navigating the Google Analytics Interface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .137
Accessing your reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
Using the header to navigate between accounts and profi les . . . . . . . . . . 138
Exploring basic Dashboard features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
Working with the Google Analytics Standard Reports . . . . . . . . . . . . . . . . . . . . . . .143
Understanding terminology and defi nitions . . . . . . . . . . . . . . . . . . . . . . . . 143
Exploring the Google Analytics standard reports . . . . . . . . . . . . . . . . . . . . 144
Working with data tables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144
Exporting and e-mailing reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
Chapter 7: Advanced Analysis Concepts
and Features 159
Using Segmentation to Find Meaning in Your Data . . . . . . . . . . . . . . . . . . . . . . . . .159
Understanding dimensions and segmentation: Thinking in 2D versus 3D . 160
Dimensions available in Google Analytics . . . . . . . . . . . . . . . . . . . . . . . . . 162
Applying basic segmentation techniques for standard reports . . . . . . . . . . 163
Creating your own dimensions using custom variables . . . . . . . . . . . . . . . 165
Analyzing Data with Advanced Segments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .173
Using Advanced Segments to answer business questions . . . . . . . . . . . . 175
Understanding how Advanced Segments work . . . . . . . . . . . . . . . . . . . . . 175
Using Advanced Segments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177
Managing and sharing Advanced Segments . . . . . . . . . . . . . . . . . . . . . . . 178
Bringing Together Key Metrics and Dimensions with Custom Reports . . . . . . . . . .180
Example uses for custom reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181
Visualizing Data Across Multiple Dimensions with Motion Charts . . . . . . . . . . . . . .184
Understanding the key features of motion charts . . . . . . . . . . . . . . . . . . . . 185
Other resources for motion charts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 186
Grouping and Analyzing Data with Pivot Tables. . . . . . . . . . . . . . . . . . . . . . . . . . . .186
Measuring Spikes and Trends with Intelligence Reports and Custom Alerts . . . . . .187
How Intelligence reports work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
Part III: Controlling Costs and
Planning Profi ts 195
Chapter 8: Maximizing Web Site Performance 197
Understanding Core Optimization Concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .197
Getting into the optimization mindset . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 198
Key optimization tools and methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Evaluating Web Site Performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .201
Analyzing goal performance in Google Analytics . . . . . . . . . . . . . . . . . . . . 201
Key goal performance measures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 202
Understanding your conversion funnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
Understanding visitor intent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 210
Identifying basic usability problems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 216
Examining your value proposition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219
Optimizing through Continuous Improvement . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223
Zeroing in on high-impact pages and elements . . . . . . . . . . . . . . . . . . . . . 223
10 tips for continuous improvement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224
Chapter 9: Search Engine Marketing (SEM) 227
Search Engine Marketing Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .227
Strengths and weaknesses of SEM as a marketing channel . . . . . . . . . . . . 229
Major SEM platforms and tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231
Planning for Success with SEM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .231
Conducting keyword research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231
Structuring campaigns for success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 234
Preparing to Measure SEM with Google Analytics . . . . . . . . . . . . . . . . . . . . . . . . . .236
Understanding the role of Google Analytics . . . . . . . . . . . . . . . . . . . . . . . . 236
Setting up tracking for AdWords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237
Setting up tracking for other SEM providers . . . . . . . . . . . . . . . . . . . . . . . . 239
Confi guring settings in Google Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . 241
Quick checklist for SEM tracking setup . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241
Analyzing and Optimizing SEM Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .242
Understanding key dimensions and metrics in the context of SEM analysis . 242
Differentiating sponsored (SEM) from nonsponsored (organic) search traffi c . 243
Standing in the intersection of interest and intent: Principles for SEM analysis . . 247
AdWords-specifi c report analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 252
Tracking the “actual” search query for a purchased keyword . . . . . . . . . . . 255
Chapter 10: Measuring and Optimizing
Display Advertising 257
Display and Rich Media Advertising Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .258
Major display and rich media advertising formats . . . . . . . . . . . . . . . . . . . 258
Pre-click metrics for evaluating display and rich media
advertising performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 259
Pitfalls of measuring display and rich media . . . . . . . . . . . . . . . . . . . . . . . 260
Understanding Display Ad Tracking with Google Analytics . . . . . . . . . . . . . . . . . . .260
Avoiding the death of your data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261
Using the right dimensions for display ad tracking . . . . . . . . . . . . . . . . . . . 261
Setting Up Your Ads for Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .262
Planning your naming conventions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 262
Creating and managing campaign tracking tags . . . . . . . . . . . . . . . . . . . . 264
Integrating tracking tags into ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 264
Validating that ad tracking is working properly . . . . . . . . . . . . . . . . . . . . . . 266
Tracking Flash ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 266
Measuring display and rich media campaign history . . . . . . . . . . . . . . . . . 267
Analyzing Display Ad Performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .267
Assessing display ad performance at a high level . . . . . . . . . . . . . . . . . . . 267
Comparing display ads to other mediums . . . . . . . . . . . . . . . . . . . . . . . . . 268
Analyzing campaign outcomes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 268
Using Advanced Segments to analyze display ads . . . . . . . . . . . . . . . . . . 273
Using custom reports with display ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . 273
Troubleshooting Common Display Ad Tracking Problems . . . . . . . . . . . . . . . . . . . .274
What happens when ads aren’t tagged . . . . . . . . . . . . . . . . . . . . . . . . . . . 274
Tracking Engagement at PBSkids.org . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 274
Identifying problems at the ad-server level . . . . . . . . . . . . . . . . . . . . . . . . . 275
Avoiding common, costly mistakes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 276
Part IV: Growing Organic Search
and Conversions 279
Chapter 11: Search Engine Optimization (SEO)
and Google Analytics 281
Knowing Truth from Fiction with SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .281
How search engines work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 282
An arms race with robots, spiders, and spam . . . . . . . . . . . . . . . . . . . . . . 283
Driving true success with SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 284
Understanding the Case for Web Analytics and SEO . . . . . . . . . . . . . . . . . . . . . . . .286
Dispelling the fallacy of “top ranking” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 286
Defi ning your SEO measurement framework . . . . . . . . . . . . . . . . . . . . . . . 288
Measuring Effectiveness of SEO Efforts with Google Analytics. . . . . . . . . . . . . . . . .294
Trends matter more than metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
Traffi c metrics that matter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 297
Keyword measurements that matter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 300
Measuring SEO against goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 306
Measuring ecommerce value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 310
Advanced SEO Analysis Techniques . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .311
Understanding landing pages using Advanced Segments . . . . . . . . . . . . . 311
Creating custom reports for SEO reporting . . . . . . . . . . . . . . . . . . . . . . . . . 313
Validating That Your SEO Metrics Are Accurate. . . . . . . . . . . . . . . . . . . . . . . . . . . . .314
How Google Analytics tracks organic search traffi c . . . . . . . . . . . . . . . . . . 314
Analytics in Action: Fixing Issues and Finding Opportunities in
Search with Catalogs.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 316
Checking host names . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 316
Chapter 12: Social Media Marketing 319
Social Media Defi ned . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .319
Social Media Marketing Basics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .320
Measuring Social Media Activities and Campaigns . . . . . . . . . . . . . . . . . . . . . . . . .323
Putting together a keyword list . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323
Finding relevant conversations online . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323
Quantifying “buzz” with keyword trends . . . . . . . . . . . . . . . . . . . . . . . . . . . 324
Understanding content and sentiment . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325
Analyzing Site Traffi c from Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .326
Business value measures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 331
Measuring Social Media Tools on Your Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .332
Tracking comments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 332
Tracking subscriptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 335
Tracking content-sharing tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 337
Tracking Social Media at Lollapalooza.com . . . . . . . . . . . . . . . . . . . . . . . . 340
Chapter 13: Measuring E-mail Marketing 343
E-mail: What’s It Good For? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .343
Defi ning E-mail Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .344
Pre-click data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 344
Post-click data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 345
Continuously improving your e-mail campaigns . . . . . . . . . . . . . . . . . . . . . 347
Tracking E-mail with Google Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .347
Data and Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .350
Using Segmentation and Testing to Improve an E-mail Newsletter Program . 354
Part V: Extending Google Analytics 359
Chapter 14: Tracking Offl ine Marketing 361
Tracking TV and Radio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .361
Tracking ads without an online component . . . . . . . . . . . . . . . . . . . . . . . . 362
Tracking ads with an online component . . . . . . . . . . . . . . . . . . . . . . . . . . . 365
Tracking Print Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .368
Tracking Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .370
Analytics in Action: Breezes.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 370
Chapter 15: Using the Data Export API,
Community Additions, and Other Tools 375
Hello Data! Understanding and Using the Google Analytics Data Export API. . . . . .376
Learning the Data Export API . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 376
Where to start building useful applications . . . . . . . . . . . . . . . . . . . . . . . . . 377
Recommendations and other considerations for working with the API . . . . 377
Technical and Diagnostic Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .378
Browser-based troubleshooting and diagnostic tools . . . . . . . . . . . . . . . . . 378
Web-based technical and diagnostic services . . . . . . . . . . . . . . . . . . . . . . 381
Reporting Tools and Analysis Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .383
Tools for integrating data into Excel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383
Other analysis tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 384
Other Tools and Hacks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .385
Part VI: Appendixes 389
Appendix A: Other Resources 391
Blogs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .391
Books . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .393
Appendix B: Glossary 397
Common Google Analytics Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .397
Common Marketing Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .402
Google Analytics Dimension Defi nitions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .404
Visitor dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 404
Campaign dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 406
Content dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 406
Ecommerce dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 406
Internal search dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 407
Navigation dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 407
Event dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 407
Custom variable dimensions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 407
Google Analytics Metric Defi nitions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .408
Visitor metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 408
Campaign metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 408
Content metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 409
Ecommerce metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 409
Internal search metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 409
Goal metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 410
Events metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 412
utm.gif request parameters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 412
Additional Glossary Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .412
Index 415
Google Analytics Individual Qualifi cation Test
Coupon 429

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