Introduction to Google Analytics (eBook)

A Guide for Absolute Beginners

Todd Kelsey (Autor)

eBook Download: PDF

2017 | 1st ed.
XIII, 141 Seiten
Apress (Verlag)
978-1-4842-2829-6 (ISBN)

Infos

Develop your digital/online marketing skills and learn web analytics to understand the performance of websites and ad campaigns. Approaches covered will be immediately useful for business or nonprofit organizations. If you are completely new to Google Analytics and you want to learn the basics, this guide will introduce you to the content quickly.

Web analytics is critical to online marketers as they seek to track return on investment and optimize their websites. Introduction to Google Analytics covers the basics of Google Analytics, starting with creating a blog, and monitoring the number of people who see the blog posts and where they come from.

What You'll Learn

• Understand basic techniques to generate traffic for a blog or website
  
• Review the performance of a website or campaign
  
• Set up a Shopify account to track ROI
  
• Create and maximize AdWords to track conversion
  
Discover opportunities offered by Google, including the Google Individual Qualification

Who This Book Is For

Those who need to get up to speed on Google Analytics tools and techniques for business or personal use. This book is also suitable as a student reference.

Todd Kelsey, PhD, is an author and educator whose publishing credits include several books for helping people learn more about technology. He has appeared on television as a featured expert, and has worked with a wide variety of corporations and non-profit organizations.

Inhalt

Contents 5
About the Author 6
About the Technical Reviewer 7
Introduction 8
Chapter 1: Overview 11
Don’t Be Alarmed: Analytics Can Be Fun 11
Personal ROI: How Analytics Will Help Your Career and Your Organization 14
Social Media Marketing 14
Digital/Online Marketing 14
Business Intelligence 15
Organizational ROI 16
Free and Corporate Tools 16
Google Analytics 16
Adobe Analytics: Omniture 16
Open Source Analytics 17
Social Analytics 17
Things Change 18
Search Drill 18
Learning More 18
Conclusion 18
Chapter 2: Blogalytics 19
Create a Google Account/Gmail Address 19
Start a Blog 19
Start a Google Analytics Account 23
Connect Google Analytics to Blogger 27
Looking at Google Analytics 29
Learning More 31
Conclusion 32
Chapter 3: Getting Traffic for Analytics 33
Basic Social Media Promotion 33
Get the Link 34
Make Your Pitch 35
Post It to Social Media 36
Promote Your Post 37
Make an Ad 40
Learning More 46
Conclusion 46
Chapter 4: Reviewing Performance of Campaigns 47
Reviewing Campaign Analytics 47
Reviewing Performance in Google Analytics 49
Location, Location, Location! 50
Using Campaigns and Ongoing Blog Posts 52
Looking at Trends 52
Dealing with Spam Traffic and Bots 54
Looking at Traffic in Google Analytics 54
Tracking Mobile Hits 55
Using Dashboards/Reports 57
Exporting and Scheduling Reports 59
Learning More 60
Conclusion 61
Chapter 5: Fun with E-Commerce Analytics Part I: Shopify 62
Understanding Conversion Tracking 63
Why Shopify? Why “Live”? 63
Get Started with Shopify 65
Customize Navigation 70
Adding the Product to the Front Page 73
Tweaking and Payments 74
Picking a Plan 77
Setting a Price 79
Making More Tweaks 82
Updating Content 83
Adding the Digital Product 86
Buy Your Product 89
Take a Deep Breath 91
Learning More 91
Conclusion 91
Chapter 6: Fun with E-Commerce Analytics Part II: AdWords 92
Get Started with AdWords 93
Creating an Account/Getting a Tracking Code 94
Connect AdWords to Shopify 97
To Modify or Not to Modify 98
What’s Going On 100
Create an AdWords Campaign 101
Use Keyword Planner 108
AdWords’ Tricky Timing Settings 110
It’s Not Quite as Simple as This 112
Learning More 113
Conclusion 114
Chapter 7: Fun with E-Commerce Analytics Part III: Gumroad 115
Conversion vs. Infersion 116
Google Analytics, AdWords, and Gumroad 118
Get Started with Gumroad 118
Connect to Google Analytics 121
Back to Gumroad 124
Add a Product to Gumroad 125
Setting Up Payment 128
Check Your Gumroad Site 129
Get Some Traffic to Sell 130
Reviewing the Analytics 131
Reviewing Google Analytics 132
Learning More 135
Conclusion 136
Chapter 8: Exploring Google Analytics Certification 137
Exploring Google Analytics Qualification 138
Start Easy 140
Roadmap for Certification 142
Get Ready, Go! 142
Long-Term Goal: Certified Partner 143
Learning More 144
Conclusion 144
Index 146

Produkt-Details

• Erscheint lt. Verlag: 19.6.2017
• Zusatzinfo: XIII, 141 p. 295 illus., 244 illus. in color.
• Verlagsort: Berkeley
• Sprache: englisch
• Themenwelt: Mathematik / Informatik ► Informatik ► Datenbanken
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Adwords • Blogalytics • Blogs • Campaign performance • E-Commerce • Google • Google Analytics • Google Individual Qualification • Gumroad • Performance analytics • ROI • Shopify
• ISBN-10: 1-4842-2829-4 / 1484228294
• ISBN-13: 978-1-4842-2829-6 / 9781484228296