Overview

Remember the skills it took to learn how to ride a bike? You needed to be actively engaged, hands-on, and have someone patient to guide you step-by-step. Google Analytics Demystified: A Hands-On Approach uses these same principles to help you master Google Analytics. The book helps you not only understand the power of Google Analytics, but also learn how to apply the data to your own strategic information needs and decisions. We'll show you how to obtain the insights needed to improve your visitors' online experience - so they are more likely to engage with and return to your website or blog. In short, we'll show you how you can use Google Analytics to make better informed and more successful decisions related to your own digital property. Here are just some of the questions that we'll help you answer: How are visitors finding my site? What do they do when they arrive? Which content do my visitors find most interesting and motivating? How much of my content is actually being consumed? How do I set site goals and measure how well they are being achieved? What are the strengths and weaknesses of site interactions? What can I do to improve visitors' experience and engagement? How well are my campaigns working? How can I make my campaigns more effective? How can I conduct tests to optimize site characteristics? How do I manage data flow and analysis? How do I choose the most appropriate and useful reports and data? The book's approach is unique. Beyond detailed yet easy to understand explanations of key concepts, the book provides you with a free website. This approach advances your learning in three important ways. First, you will be an active rather than a passive participant in the learning process. You will be able not only to read about what Google Analytics can do, but you can immediately apply and explore key concepts on a working website. Second, you can explore Google Analytics without risk to existing data. Since mistakes are an important part of the learning process, you can make and correct errors without any harm to your existing website. Finally, because you will have an active site and real data, you can explore on your own, thereby increasing your depth of understanding. We walk you through all the steps to obtain and get the free site up and running. There are also self-assessment questions, application exercises, and case studies (all with answers provided) to ensure your full understanding of Google Analytics.

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9781491015995

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Joel has earned the Google Analytics Individual Qualification, a recognition by Google that he has demonstrated proficiency in Google Analytics. He is an international analytics consultant and a professor in the School of Journalism & Media Studies at San Diego State University. Joel teaches both students and industry professionals how to use Google Analytics to better understand customers' behaviors and then apply this knowledge to increase business success.

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