Introduction
Welcome
How to get the most from this course
1. What Is Web Analytics?
Pitfalls of hit counting and turning data into information
Web analytics: A tool and a process
2. What Does Analytics Measure?
Defining goals and conversions: Why do you have a web site?
Understanding data: Averages
Understanding segmentation
Understanding trends
3. Google Analytics Fundamentals
How does Google Analytics work?
Setting up a Google Analytics account
Installing Google Analytics tracking code on a site
4. Google Analytics Report Fundamentals
Understanding accounts and profile administration
Using the dashboard and analyzing data over time graphs
Selecting and comparing date ranges
Using annotations to make notes in Analytics data
Using the Help tools in Analytics
5. Detailed Reports
Comparing different ways to view data (overview, tabular, pie, bar, compare to site)
Navigating reports using tabs (Site Usage, Goals, Ecommerce)
Sorting data with inline and advanced filters
6. Intro to Segmentation
Understanding the importance of segmentation in data analysis
Slicing data with Dimensions
7. Sharing Options
Sharing data and reports
Managing user accounts and profiles
Exporting data (PDF, XML, CSV, TSV, Excel)
Emailing reports
8. Visitor Reports
Understanding who is visiting a site
Benchmarking
Analyzing location data with Map Overlay
Differentiating new users from returning users
Using language identification to segment users
Comparing data according to visits, visitors, and pageviews
Analyzing engagement factors (average pageviews, time on site, and bounce rate)
Understanding visitor loyalty compared to recency
Sorting data by browser capabilities
Sorting data by service provider and connection speed
Sorting data by server hostname
Analyzing data from mobile browsers
9. Traffic Sources Reports
Understanding where site visitors come from
Identifying users who were referred to your site by another site
Identifying users directed by search engines
Identifying direct traffic
Analyzing the All Traffic Sources report
Viewing reports on search engine keywords
10. AdWords Tracking
Linking an AdWords account to Google Analytics
Identifying campaigns and segmentation options
Using keyword reports
Identifying traffic by time of day
Using the Destination URL report to identify landing pages
Identifying the best placement options for ads
Keyword positions
11. Campaign Tracking and Tagging
Introducing campaign tracking
Introducing campaign tagging
Planning, creating, and logging a tracking strategy
Tracking offline campaigns
Finding data in a Campaign report
12. Content Reports
Understanding the Top Content report and the anatomy of a URL
Sorting top content according to page title
Understanding when to use Content Drilldown
Analyzing click paths: Navigation Summary, Entrance Paths/Sources/Keywords
Measuring the importance of top landing and top exit pages
Using intelligence alerts to flag important events
Creating custom intelligence alerts
13. Internal Site Search
Understanding the Site Search and Usage reports
Analyzing the Search Terms and Search Term Refinement reports
Using Site Search Start and Destination Pages to understand where users begin their searches
Configuring Site Search
14. Goals
Understanding the Goal tab
Configuring goals
Understanding funnel visualization
Connecting Google Analytics to Ecommerce data
Conclusion
Goodbye