Introduction vi 1 A 10-Minute Guide to Web Analytics 1 2 Creating a Google Analytics Account 9 3 Adding Google Analytics to Your Website 15 4 Using the Google Analytics Dashboard 25 5 Customizing Data in the Dashboard 39 6 Tracking Visitors 51 7 Analyzing Traffic Sources 69 8 Analyzing Top Content 79 9 Tracking AdSense Performance 91 10 Viewing the Site Overlay Report 101 11 Tracking AdWords Traffic 105 12 Tracking Ecommerce 113 13 Measuring Site Search Usage 123 14 Setting Up Goals and Funnels 131 15 Using Event Tracking 139 16 Creating Custom Reports 145 17 Filtering Data 155 18 Customizing the Google Analytics Tracking Code 163 19 Creating User-Defined Visitor Types 167 20 Filtering Out Internal Traffic 171 21 Tracking Error Pages and Broken Links 179 22 Tracking File Downloads 183 23 Tracking Full Referring URLs 187 24 Identifying Poorly Performing Pages 191 25 Fixing Problem Pages with Website Optimizer 197 Index 205

Sams Teach Yourself Google Analytics™ in 10 Minutes gives you straightforward, practical answers when you need fast results. By working through its 10-minute lessons, you’ll learn everything you need to use Google Analytics to accurately measure your website’s performance–and improve it!   10 minutes is all you need to learn how to… Quickly create a Google Analytics account and add Google Analytics to your site Define goals and measure how well your site is achieving them Track visitors from search engines, pay-per-click advertising, email, and other sources Discover the pages your visitors view, how long they stay, and where they exit Monitor specific user actions, such as playing embedded video, selecting Flash menu items, or downloading files Identify your best and worst content, and fix poorly performing pages Improve your site by tracking error pages and broken links Measure AdWords traffic, position, and e-commerce performance Manage Google Analytics through the Dashboard Customize Google Analytics to work more effectively with your site Capture more accurate information by filtering out internal traffic Choose the right reports and data, understand them, and act on what you learn