Google Analytics Demystified (4th Edition)
Alexa L. Mokalis, Joel J. Davis
- 出版商: W. W. Norton
- 出版日期: 2018-01-05
- 售價: $1,510
- 貴賓價: 9.5 折 $1,435
- 語言: 英文
- 頁數: 773
- 裝訂: Paperback
- ISBN: 1545486913
- ISBN-13: 9781545486917
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相關分類:
Google Analytics
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相關主題
商品描述
The 4th Edition of Google Analytics Demystified covers Google Analytics' current features, paying special attention to new metrics, support such as Intelligence Questions, and the new Global Site Tag tracking code. The book discusses the characteristics of the new code as well as the code's impact on page and link tracking, Ecommerce reporting, and event creation and transmission to Google Analytics. Additionally, new scripts have been provided to allow scroll depth, video play and form completion monitoring when the new tracking code is used. Google Analytics is a free platform that you can use to significantly improve the performance of your digital properties. Unfortunately, many are deterred from using the data provided by Analytics because they fear that it is too complicated, too technical, and too time consuming. Google Analytics Demystified eliminates all of these potential barriers. The 4th Edition of Google Analytics Demystified covers Google Analytics’ current features, paying special attention to those that have been added or updated in the past year. All of these features are explained in easy-to-follow, non-jargon discussions with particular emphasis on interpretation and strategic application. The book helps you better understand how to use and apply Google Analytics data so that you can immediately improve the success of your own digital property. Google Analytics Demystified is real-world in orientation. It presents practical examples and is written for those who want to improve the performance of their digital properties without being sidetracked on technical detours. As a result, the book helps you better understand how to use Google Analytics to make better informed and therefore more successful decisions. The sequenced instructional approach will help you answer questions such as:
- How do visitors find my site and what do they do when they arrive? What are the most common entrance pages? What are the most common exit pages?
- What content do my visitors find most interesting and motivating? How much of my content is actually being consumed? What do visitors do after they read my content?
- How easily can site visitors find what they are looking for? Is my site content aligned with the search terms my visitors use?
- What can I do to improve visitors’ experiences and facilitate site interactions?
- How effective are my campaigns and how can I make them more effective?
- How are my site transactions influenced by visitor characteristics and other aspects of site engagement?
- How do I create and evaluate site goals?
- How can I conduct tests to optimize my site’s layout, content, organization, and navigation?
- How can I identify and examine the characteristics and behaviors of key subgroups of site visitors?
- How can I monitor and evaluate important site interactions, such as downloads, video viewing, and page scrolling?
- How can I ensure the integrity of my data by eliminating referral and ghost spam?
- What can I learn from an examination of individual visitors and their behaviors?
- What is the Lifetime Value (LTV) of my customers acquired through email, social media, and paid search?
- How do I calculate certain metrics not provided by Google Analytics, such as Revenue per User or Searches per User?
- How do I create a custom report that is tailored to my exact information needs and business goals; and how do I share this report with colleagues and clients?
商品描述(中文翻譯)
學習 Google Analytics 的逐步指南，通俗易懂
《Google Analytics Demystified》第四版涵蓋了 Google Analytics 的當前功能，特別關注新指標、智能問題等支援，以及新的 Global Site Tag 追蹤代碼。本書討論了新代碼的特性以及該代碼對頁面和連結追蹤、電子商務報告和事件創建及傳輸到 Google Analytics 的影響。此外，當使用新的追蹤代碼時，還提供了新的腳本以便監控滾動深度、視頻播放和表單完成情況。
Google Analytics 是一個免費的平台，您可以利用它顯著改善您的數位資產的表現。不幸的是，許多人因為擔心數據過於複雜、技術性太強和耗時而不願使用 Analytics 提供的數據。《Google Analytics Demystified》消除了所有這些潛在的障礙。
《Google Analytics Demystified》第四版涵蓋了 Google Analytics 的當前功能，特別關注過去一年中新增或更新的功能。所有這些功能都以易於理解的方式進行解釋，並強調解釋和策略應用。本書幫助您更好地理解如何使用和應用 Google Analytics 數據，以便您能立即改善自己數位資產的成功。
《Google Analytics Demystified》以實務為導向，提供實用的範例，並針對希望改善數位資產表現而不想在技術細節上迷失的人士撰寫。因此，本書幫助您更好地理解如何使用 Google Analytics 來做出更明智的決策，從而獲得更大的成功。
這種有序的教學方法將幫助您回答以下問題：
- 訪客如何找到我的網站，並在到達後做了什麼？最常見的進入頁面是什麼？最常見的退出頁面是什麼？
- 我的訪客最感興趣和最有動力的內容是什麼？我的內容實際上被消耗了多少？訪客在閱讀我的內容後會做什麼？
- 訪客能多容易找到他們所尋找的內容？我的網站內容是否與訪客使用的搜尋詞相符？
- 我可以做些什麼來改善訪客的體驗並促進網站互動？
- 我的活動效果如何，我該如何提高它們的有效性？
- 訪客特徵和其他網站互動方面如何影響我的網站交易？
- 我如何創建和評估網站目標？
- 我該如何進行測試以優化網站的佈局、內容、組織和導航？
- 我該如何識別和檢查網站訪客的關鍵子群體的特徵和行為？
- 我該如何監控和評估重要的網站互動，例如下載、視頻觀看和頁面滾動？
- 我該如何通過消除推薦和幽靈垃圾郵件來確保數據的完整性？
- 我可以從對個別訪客及其行為的檢查中學到什麼？
- 我通過電子郵件、社交媒體和付費搜尋獲得的客戶的終身價值 (LTV) 是多少？
- 我該如何計算 Google Analytics 未提供的某些指標，例如每位用戶的收入或每位用戶的搜尋次數？
- 我該如何創建一個符合我具體信息需求和商業目標的自定義報告；以及如何與同事和客戶分享這份報告？
