[Lynda.com] Google Analytics Essential Training (2014) [2014, ENG]

Содержание

Introduction
Welcome
How to get the most from this course
What's new in this update
1. What Is Web Analytics?
Pitfalls of hit counting and turning data into information
Digital analytics: A tool and a process
2. What Does Analytics Measure?
Defining goals and conversions: Why do you have a website?
Understanding data: Averages, segments, trends, and context
Introducing segments
Understanding Trends and context
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
Navigating the reports and the Data Over Time chart
Selecting and comparing date ranges
Using annotations to make notes in Analytics data
5. Detailed Reports
Comparing different ways to view data (overview, tabular, pie, bar, compare to site)
Navigating data with site usage, goals, and ecommerce metrics
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
Why share data?
Managing user accounts and profiles
Emailing reports
8. Visitor and Audience Reports
Understanding who is visiting a site
Analyzing location and geographic data
Using language identification to segment users
Differentiating new users and returning users
Understanding visitor loyalty, recency, and engagement metrics
Comparing data according to visits, visitors, and page views
Sorting data by browser capabilities
Analyzing data from mobile browsers
Visualizing visitor navigation via Visitor Flow
9. Advertising Reports
Linking an AdWords account to Google Analytics
Identifying campaigns and segmentation options
Using keyword reports
Fine-tuning your match type with the Matched Search Queries report
Optimizing traffic by time of day
Using the Destination URL report to identify landing pages
Identifying the best placement options for ads
Keyword positions
10. Traffic Sources and Channel Reports
Understanding where site visitors come from
Analyzing the All Traffic Sources report
Identifying users who were referred to your site
Social media traffic sources
Viewing search engine reports (overview, organic, and paid)
Introducing campaign tracking
Planning, creating, and logging a tracking strategy
Tracking offline campaigns
11. Behavior and Content Reports
Analyzing top content by metrics
Sorting top content according to page title
Understanding when to use Content Drilldown
Exploring Behavior Flow and landing pages
Identifying slow-performing pages with the Site Speed report
Understanding the Internal Site Search reports
Configuring Site Search
12. Conversions
Understanding the Goal reports
Configuring goals
Identifying value through ecommerce reports
Visualizing funnels with Goal Flow
13. Other Useful Reports
Using real-time data for time-sensitive analysis
Using intelligence alerts to flag important events
Creating custom intelligence alerts
Creating and customizing dashboards
Conclusion
Next steps

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