Клифтон Google analytics prof analiz

,
SearchEngineLand.com
Google
Analytics
Google Analytics:
Google Analytics:
""
-
2009
Advanced
Web Metrics with
Google Analytics
Brian Clifton
32.973.26-018.2.75
49
681.3.07
""
. ..
. .-. ..
71 "" .
info@dialektika.com, http://www.dialektika.com
49
, .
Google Analytics: -. : .
. .: ".. ", 2009. 400 .: . . . .
ISBN 978-5-8459-1544-3 (.)
3 2 . 9 7 3 . 2 6 - 0 1 8 . 2 . 7 5
.

, , , Sybex.
Copyright 2009 by Dialektika Computer Publishing.
Original English language edition Copyright 2008 by Wiley Publishing, Inc., Indianapolis, Indiana.
All rights reserved including the right of reproduction in whole or in part in any form. This translation is published
by arrangement with Wiley Publishing, Inc.
Wiley, the Wiley logo, and the Sybex logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/
or its affiliates, in the United States and other countries, and may not be used without written permission. Google Analytics is a trademark of Google, Inc. All other trademarks are the property of their respective owners. Wiley Publishing,
Inc., is not associated with any product or vendor mentioned in this book.
Google Analytics:
-

..
..
. .
..
29.06.2009. 70x100/16.
Times. .
. . . 32,25. .-. . 24,00.
1000 . 17037.
CtP
" " . . .
197110, -, ., 15.
". . ", 127055, . , . , . 43, . 1
ISBN 978-5-8459-1544-3 (.)
ISBN 978-0-470-25312-0 (.)
- "", 2009,
, ,
by Wiley Publishing, Inc., 2008
13
17
I.
21
1. -
23
2.
33
3. Google Analytics
57
II. Google Analytics
71
4. Google Analytics
73
5.
89
III. Google Analytics
113
6. Google Analytics
115
7.
135
8.
173
9. Google Analytics
205
IV.
-
241
10.
243
11.
305
379
385
13
0 6
15
17
18
I.
1. -
, -
, -
ROI -
?
- -
2.

Cookie- -

cookie-
-
: -
-
: ,

-
3. Google Analytics
Google Analytics
, ...?
Google Analytics
Google Analytics
Urchin
19
20
21
23
24
26
27
27
29
30
33
34
36
38
38
40
43
44
49
52
52
54
55
57
58
61
62
63
66
10
Google Analytics Urchin
Urchin Google Analytics
67
68
69
II. Google Analytics
71
4. Google Analytics
5.

: " "
:
:
: " "
: AdWords
: " "
: " "
: " "
: " "

: $
III. Google Analytics

6. Google Analytics
Google Analytics

GATC

Google Analytics
:

-:
AdWords: AdWords

Google Analytics
73
74
75
80
83
84
87
87
89
90
90
91
94
95
97
98
101
102
104
105
108
109
112
113
115
116
118
118
120
121
121
124
126
127
129
131
133
10
7.
_trackPageview () " " Google Analytics

URL-

URL-
URL-
URL-

Flash

Mailto:
GATC

8.

,
URL-

:

135
136
137
139
139
140
141
145
147
148
148
151
152
153
154
155
156
156
158
160
161
162
162
163
165
168
169
170
171
173
174
174
175
176
176
177
180
182
186
186
189
190
10
?

9. Google Analytics

Google (Google Image Search)

-
URL- -

,

CRM-
IV.
-
10.
(OKR)
KPI
KPI?
KPI
KPI
KPI-:

!
KPI- -
KPI
KPI -
KPI
KPI W e b 2.0
Web 2.0?
192
195
203
204
205
206
207
209
210
212
213
217
222
225
227
228
231
232
233
236
238
241
243
244
246
246
248
251
253
255
257
257
276
286
299
300
301
304
10
11.
305
306
$

" "

( )
SEO (
)
S E O
AdWords
AdWords
A d W o r d s
-
1:
2:

URL-

URL-

Website Optimizer
: ?
:

306
311
315
319
321
327
328
331
.
-
-
-

335
336
341
346
349
351
352
352
354
357
360
360
363
364
365
366
374
378
379
380
380
381
385
(Bill Hunt),
Global Strategies International

, , ,
; , .
.
, , , , .
, . - , ;
- (www.advanced-web-metrics . com)
.
-, Wiley:
(Willem Knibbe), -
Wiley ,
,
Google Analytics; (Dick Margulis),
, ; (Pete Gaughan)
; - (Rachel McConlogue), (Luann Rouff) Wiley, ,
, , ,
.
,
(Nina Privetera Hoyt), , Medecins Sans Frontieres; (Dave Mumford),
(Andrew Miles) (Nikki Rae) Omega Digital Media Ltd,
Google Analytics,

; (Sara Andersson) , ; (Daniel Silander) Neo@Ogilvy
; . (Dennis R.
Mortensen)
; (Chris Sherman) ,
, ; (Timo Aden), -
(Jean-Baptiste Creusat) "Jee Bee", (Alan Boydell), (Rene
Nijhuis), (Estela Oliva) (Philip Walford) Google
Analytics Team (EMEA), , Google Analytics .
, . (Tomas Remotigue) - (Alex Ortiz-
14
Rosado) Google,
Google Analytics . , . , .

, , .
, , . , .
. , Web-cepeep
. ,
, , ,
.
, , . .
:
E-mail:
info@dialektika.com
WWW:
http://www.dialektika.com
:
:
:
127055, . , . , . 43, . 1
03150, , / 152

-, 1997 . ,
(SEO) -, Urchin Software Inc. (
Urchin Software Google Analytics).
Google 2005 ,
- ,
.

1991 Ph.D. 1996 .

, Molecular Physics, Colloid and Surfaces, Langmuir. ,
.
90- ,
. 1991 -, ,
CERN , -
- ,
(WWW).
,
, . 1997
, Omega
Digital Media, Ltd., , .
, ( ), . - How Search Engine
Optimization (SEO) Works ( (SEO)), Web Analytics
Data Sources ( -), Web Analytics: Increasing
Accuracy for Business Growth (-: ). , Netscape,
www. advanced-web-metrics. com; .
Associate Instructor
Award of Achievement in Web
Analytics ( -). , ,
, -, -
16
, ,
-. (West Sussex), .

, , , ,
: " ". , , - ,
-
? -
, -: , , . ,
,
-.
Google Analytics 2.0: - .
, , -. . ,
Google Analytics, ,
, -.
, : , - . Google Analytics 2.0: - ,
.
- , -,
, . : .
Jupiter Research,
3:1 . ,
- , -,
, ,
.
, . - -,
, , : .
- ,
Google Analytics 2.0: - . , ,
.
(Chris Sherman),

SearchEngineLand.com

1991 ,
1995 . ,
. - ,
. ( , ) -. ,
, ,
, . ,
, , .
2000 , ( ""),
; ,
. , " -?", ,
, . . ,
, ,
.
(SEM).
, , ( ) - .
-, Google Analytics. ,
, ROI ( ), .
, ? , ?
, , , , Google
Analytics. , , , -. , ,
( ), ,
, , , .
19

- , , - -
,
, ,
-, . , , , , .
,
, -, , ,
- . ,
. , ,
.
. , Google
Analytics . ,
, -, ,
.
,
Google Analytics. : , -.
-, ,
. ( 9,
Google Analytics) , . ,
, .
,
.
, , , .
-; .
,
-. , - , . HTML (.. -)
(, ("
"), , ..). JavaScript.
20

: " ", "
Google Analytics", " Google Analytics" " -".
,
.
, , . , ,
, .
4, . , ,
!
Google Analytics -,
, . , Google
Analytics , ,
www.advanced-web-metrics.com/blog.
, - www.advanced-webmetrics .com, -.
Google Analytics, , ,
, , . Google Analytics.
, Google.
, , .

ASP.NET
SEO
,
www.dialektika.com
ISBN 9 7 8 - 5 - 8 4 5 9 - 1 5 4 2 - 0

Web- ASP.
NET,
.

,
,
,

,

.

, Web-
,
,

.
,

.

,

,

- Web.

...
1.
2.
3. Google Analytics
,
, : "
, ".
-.

-,
, ,
, , .
, -

-
...
, "
-
ROI -
- -
-
,
"".
24
1. -
, -
,
, .
(ROI) .
, - ?
- , -, .
,
. , "-" ,
. ,

( ), () ""
(), . ,
-. , , -. -.
Google Analytics ,
. , "-"
.
(" ") , , Google Analytics ,
. ,
. , Google Analytics.
, - . ,
, ,
. ,
, ,
,
.
. 1.1, ,
-. , - .
? 15- -
,
-.
, ; - .
, -
25
. 1.1.
2005-2007 . 2-3%
, e-tailing group, 2007
, e-tailing group,
, Forrester Research
2007 , Fireclick Index (http://index, fireclick. com/fireindex.
php?segment=0).
- , ,
. .
.
(, , ..).
.
.
.

.
"" -:
( )?
26
1. -
- ,
.
, ?
?
, ,
. , Google Analytics , ! , ,
, . , .
"" ?
"" -?
ROI ?
, ?
, ?

?
, ?
Google Analytics.
, -
. - ,

, .
, , (Key Performance
Indicators KPI)
-, , . , KPI , , .
Google Analytics ,
KPI, KPI. , " 10 " . KPI,
, : " 10%" , , .
KPI , ,
. KPI 10.
, KPI,
. 1.1.
ROI -
27
1.1. , KPI
,

70% .
( PDF-),
,

,
, .
, ,

-,
, .
, . .
.
.
.
.
R0I -
Google Analytics . , - . -
, - .
?
, (Jim Stern)
eMetrics (www. emetrics . org), : " ROI ROI?" ,
? , , , , , -, ,
. ,
- .
28
1. -
, -
- ,
,
. , .
, ,
. . , , ,
. -, ,
.
. 1.2 , . 1%,
, (), , . ROI, R,
, ..
37 500 , 4 , .. 50%, - .
1.2.
1%
100 000
100 000
$1.00
$1.00
VXC
rxv
VxC
$100 000
$100 000
3%
4%
3 000
4 000
$75
$75
$225 000
$300 000
50%
50%
mxT
$112 500
$150 000
VXC
$100 000
$100 000
-(+)
$12 500
$50 000
ROI
13%
50%
%f
1.2 Excel w w w . a d v a n c e d -
web-metrics./scripts.
- -
29
, -
, , ( ), . ,
-, , , , .. ""
"" 6 . ,
,
, .
- -
, , 80 Google Analytics ; ,
. , ,
, . ,
, .
, Google Analytics,
.
,
-, .
,
, -. , , .. -. ,
, , , .
, , .
, .
, , , ,
, PDF,
mail to :. ,
, , , - .
,
. . , , ,
() ,
- , - ,
.
30
1. -

Google , .
Google Analytics Help Center. :
www.google.com/support/googleanalytics
Analytics Help Group. Google Group .
Google Analytics;
Google Support:
www.google.com/analytics/analyticshelp
Conversion University ( ). ,
; :
www.conversionuniversity.com
Conversion University YouTube:
www.youtube.com/view__play_list?p=7A545E7 96C2CFA72
Google Blog. Google Analytics News, , , . Conversion University (
), (Help Center) :
http://analytics.blogspot.com
Official Authorized Partners. -, ,
-, Google (Google
Authorized Analytics Consultants GAAC).
GAAC Google
, , , ,
:
www.google.com/analytics/support_partner_provided.html
- :
www.advanced-web-metrics.com
1 .
.
, ,
, , ,
, , , ,
.
-. -
, ,
- , ,
31
.
ROI ( ) -. ,
-, , .
- -.
, , , .
, , .

SEO

www.dialektika.com
ISBN 978-5-8459-1376-0

Web

Web-,

.

,
,
,

,

.
,
Web-
,
, ,

.
,

.

,

,

- Web.
...
-

cookie- -
-
-

.
,
.

, , ,
.
. ,
, , . Google
Analytics .
34
2.

, , . JavaScript,
. - .
(. 2.1) , ,
( ).
. 2.1. : .
^ ^
Google Analytics .
, - . ,
(. 2.2), -, ,
PDF-; .
. 2.2. : -
, .
35
-
. ,
(ISP) - ( , , Analog, Webalizer AWStats). ,
- .
, , .

, -.
. -,
. -, ,
(-),
, .
, , ,
. . 2.1. ,
, , . 2.1, , . . , -.
2.1.
- -

,

, JavaScript,
Flash,Web 2.0

.

.
,
- ""

-
2.
36
. 2.7
- , -
,
-

- , JavaScript, Flash,Web 2.0

""

,
-
, . .
Google Analytics .
.

-, .
( ) " ". (API) -
( "", ).
, -, , .
, .
Cookie- -
- . Cookie-
, - , -. cookie " - " .
cookie-
COOKIE- -
37
, ,
. , cookie-
() .
- cookie-
, .
, cookie- ,
,
. - cookie- , -. , , , ,
", !",
. ,
.
, -.
Cookie- ,
-.
cookie- (Notepad) .
-: . cookie , -.
, URL
. cookie- , , , , , .
- -,
cookie-. , ,
.
-, cookie-, , .
-.
cookie- . .
- 4 .
IE7 Firefox 2 50 cookie . (, Opera 9 30 -).
^
Google Analytics cookie-.
38
2.

-, - . , , ,
.
, . , .
, - 100% .
,
. , .
, . ,
- .
30% .
50% . html.
20%.
10%.
-
.
. ,
( ) .
, -
.
, . . . 2.1, -
,
.

1. IP- .
, IP- -
. , -
IP-.
comScore (www. comscore. c o m / r e q u e s t / c o o k i e _ d e l e t i o n _ w h i t e _
p a p e r . p d f ) ,
39
10,5 IP- .
10 . ,
( Internet Explorer).
, .
1-.
2. , , .
, .
,
,
-.
- , - - -.
, -,
, .
-
.
3. .
, "" -,
.
. , ..,
, , .. -, -,
.
,
. ,
, "" . , , ,
.
4.
-.
. -, comScore 2007
(http: //www. comscore. com/press/release . asp?press=1432), ,
30 ( 19%) 159 .
40
2.
-
, comScore 2007 , ,
1 9 % - (5,7 30 , ). , , BBC.com Sky.com, 2,3 1,2 .
, 2 8 %
,
2 5 % 2004 [IPSOS, , 2006].
2004 3 6 % . 2005 56%. 9 2 %
[.. Kearney, , 2006].
-
.
. .
JavaScript cookie, "" , .
. , iPhone, JavaScript
-. , ,
.

1. .

. -, ,
, - . (CMS), .
MAXAMINE (www.maxamine.com), ,
, , , , 20% -
41
. ,
70% . .
2. JavaScript .
, JavaScript. , . 2.3,
1-3%
JavaScript. JavaScript -
.
JavaScript , , , .
. 2.3. , JavaScript
. 1
IndexTools (www. v i s u a l r e v e n u e .
c o m / b l o g P. )
3. .
, .
, ,
cookie-. ,
. -
IP-
, .
(" ", comScore), IP ,
. .
42
2.

10 -, .
-. ( (Stephen Kirby) M A X A M I N E .)
, , . ,
14 .
.
, - 1 0 0 % .
#
43

-
1. -.
2. Cookie- -, , ,
. cookie-.
, cookie- , .
,
cookie-. . , cookie-
95% .
cookie-. , Belden Associates (2004),
JupiterResearch (2005), Nielsen//NetRatings (2005) comScore (2007), , 30% cookie.
3. .

, cookie-.
.
, .

, , -.
, ,
cookie- -
.
, .
, .
, cookie- (
,
, ).
cookie- . , -
. ,

, -
.
4. .
, ,
(.. ), .
44
2.
, ,
-. -
, .
, ,
. , 90 . ,
cookie-, ,
,
. , , .
, ,
, ,
.
5. .
, ,
, .
, , ,
, .

-.
,
. ,
, ,
..
, , . , , ,
, . ,
, 11.
-
, . .
-
, ? , .
- .
45
1. cookie-.
, cookie ,
. , Microsoft Internet Explorer cookie- , (. www.w3.org/P3P).
2. : .
- </body>
HTML-, ,
. , ,
-, .
: , -,
,
.
, Stone
Temple Consulting (www. stonetemple. com/articles/analytics-reportaugust-2007-part2 . shtml). , , , , ,

- 4,3%. : ,
, 1,4 . , ,
.
, JavaScript, , JavaScript, .
- JavaScript " " -. Stone Temple
Consulting,
-. JavaScript ,
JavaScript, , ,
.
3. ?
- , PDF-,
Word - -
, . , . , ;
.
46
2.
-
( JavaScript). ,
.
, .
4. : ?
; ,
-. , ,
- ,
.
5. Cookie-: .
- - . -
cookie- 30- . , -
30 .
- .
, . -, , ,
, .
, cookie- Google Analytics, , 6 .
-,
, .
6. : .
-, , -. . ,
,
.
7. PDF-: .
,
PDF-, ,
PDF-. , , (, 50-
PDF-) . PDF-
.
8. : .
, ,
- , . -
47
. -
, .
.
, -
. , , , .
' / .
<5>
PDF- Adobe Reader ,

. -
, HTTP 206 ( ).
- 206 . PDF- ,
200 ( ).

50- PDF- 50 .
9. : .
, , . , ,
.

. - ,
,
, .. , .
10. .
. Google Analytics
.
, , , . ,
. ,
, . Google
24- .
- ,
, .
48
2.
, , "" , 10:00
11:00. ,
. 24 ,
Google Analytics http: //www. google. com/
^ S ^
support/googleanalytics/bin/request.py.
11. : .
. 2.4. , , (.. ), ( 5) ().
,
( ), . , ,
( ). -
-, :
12 , , 2 ,
2 ;
10 , ( ), 2 , 2 ;
5 , , 2 ,
2 ;
5 , ,
( ), 2 .
-, , . ( ), , (
) . ,
, ..
.
JL / , . 2.4, 12
<>
.
.
49
HTML
. 2.4. -,

: -
-
- ( ),
(), . ,
-. .
1. URL-: .
() URL-, ,
50
2.
,
, Google.com Yahoo.com. URL-
URL- -,
: www.mysite. com?source=adwords.
URL- ,
.
2. : .
, -, Google AdWords,
(). - , cookie-.
, - , -, JavaScript,

. - , -.
3. : .
Google AdWords - -. , ( )
. Google AdWords , .
- ,
-. , Google
, : http: //adwords . google. com/support/bin/topic.
py?topic=35.
4. : .
, -,
, ( -), : " ". , ,
"" "", ,
.. , ,
"". . " " . -
, , .
5. Google AdWords: .
AdWords . , . Google Analytics AdWords ,
AdWords 24 .
51
? ,
AdWords
.
AdWords . - -.
<5>
24 ,
. , , , - AdWords , .
6. :
.

, Atlas Search, Blue Streak, DoubleClick, Efficient Frontier
SEM Director, , -, , URL.
,
.
,
( ). , . , , .
, URL- , . , URL :
http://www.mys ite.com/? source=google&medium=ppc&campaign=0 8

() :
http://www.redirect.com?http://www.mywebs ite.com? source=google &
medium=ppc&campaign=08
,
URL- .
, , .
52
2.
#, URL . , ,
, URL-
, :
http://www.w3schools.com/tags/ref_urlencode.asp
:
,
. , . .
1. .
, .
? ,
, .
. ( ),
.

"" .. .
2. .
, 1000 . , , , 1000 ,
. .

, 1000 . , 7000 .
1000.

, - 100%- , . , , -
, . , .
53
?
( )?

-?
?
, , 10,5%,
, , - .
, -, , .
- ,
.
,
.
, . .
1. -.
2. , .
3. , cookie-.
4. . ,
cookie-, IP-. .
5. -, .. , .
6. , .
-, ,
.
7. . , , .
8. ( ).
, , ,
cookie-.
9. ,
24 , , , .
10. URL-, , .
34
i l.
11. ,
URL-, .
, -. , ,
, -. ,
, .
-
, . ,
.
-
. , , -
, . ,
-.
( ).
,
. . , ,
.
, (, , ,
..),
, . ,
. ,
, ,
. , ,
( , , ), . . , - ,
, .
.
. ,
, , , , . , -
55
, , .
, ,
. , .

.
IP-
.
, ,
, ,
( ), -. , ,
(1-50 ), , , 0,01% .
, , . , " ",
, , -,
.
, ,
, ,
, . , .
Google - .
, Information Commissioners Office:
www.ico.gov.uk/Global/privacy_statement.aspx
2 .
-, , .
i z. 1
- -, ,
cookie-.
- -, .
- , - .

Google Analytics
...
Google Analytics
Google Analytics
, Google Analytics
Urchin
, Google
Analytics, ,
-. ,
.
, , ,
,
.
Google
Analytics,
Urchin
-
Google. Urchin
Google Analytics ,
.
58
3. GOOGLE ANALYTICS
Google Analytics
, , Google Analytics.
1. .
Google Analytics 25 , . Google Analytics :
(), (), , , , , , , , , , , , , (),
(), , , , , , , , .
, .
, Google
.
2. .
Google Analytics
.. !
, , , .. ,
.
3. , .
, , , . , Google, ,
. ,
.
, , -
, ,
.
, , ,
,
. , ,
,
.
4. AdWords .
-, , URL- .
, ,
, . , AdWords
. Google Analytics .
GOOGLE ANALYTICS
59
URL- , AdWords .
5. AdWords.
Google Analytics ,
, (, ), , , , , PDF-, ,
-. Google Analytics
.
6. .
,
. ;
.
, . , ,
(..
), , , .
7. .
, , . ,
, . , , Google Analytics.
12 . .
8. .

. ,
"".
9. .
,
,
.
, . IP-. ,
, .
IP-
. Google Analytics ,
AdWords. 40 . not set.
60
3. GOOGLE ANALYTICS
10. .
.
MS Excel,
. . , , . : , , .
.
11. .
, XLS,
CSV, PDF XML ( ).
( ), ;
25. ,
- , -
.
12. .
, Google Analytics
"", . , , .
13. .
, , ,
. .
14. .
- (.. )
,
,
. , ,
. , ,
"" , , .
15. .
. , Flash ,
, ,
. Flash,
Ajax, .
GOOGLE ANALYTICS
61
, ...?
Google Analytics , , - ( AdWords, Yahoo Search
Marketing, Microsoft adCenter, Miva), , , ..
, Google Analytics , , , .
7.
"" URL- , . ,
www.mysite.com/home/product?rid=l91045&scid=l84282

www.mysite.com/products/menswear/shirts/white_button_down
7.
Google () 25 ,
.

, . . .
, .
, . ,
, . ( ),
. , .
, ,
. . Google Analytics ,
URL- .
: " " (direct). " " ,
( ). "" . ,
,
, , ""
, .
62
3. GOOGLE ANALYTICS
, URL
.
256 . 7.
. , Google "google".
google. . uk, google. f , google. de .. . 9.
-, Google Analytics , Google Analytics

. , Google Analytics , .

Google Analytics. ,
, .
6.
Google Analytics
2 , -
cookie-. Google Analytics? , . 3.1. , ,
Google . , . 3.1.
. 3.1. Google Analytics
1. - , , -
GOOGLE ANALYTICS
63
, , PDF, DOC, XLS .., .

, JavaScript Google Analytics,
(, URL , /, , , )
cookie- .
2. JavaScript Google Analytics Google 1x1 GIF google-analytics. com.
.
3. Google
Google Analytics. - , 24 .
Google Analytics
Google Analytics .
Google Analytics : Google, -
. Google , , -, Google Analytics, , TOS ( ), 7 (www. google.
com/analytics/tos.html).
( )

, , - ( -
), -
( ) .

.
, cookie, .
7 t o s . html , . , ,
.
Cookie- Google Analytics .
64
3. GOOGLE ANALYTICS
, IP-, /, .
, ,
, ,
(). - ,
PDF-, , .. , Google Analytics

cookie-.
IP- ,
; .
Google Analytics -, . , , (
IP-), .. .
, , , IP-.
, Google
Analytics, .
Google , ?
Google ?
-?
, -, ?
Google , .
Google , ?
Google Analytics , ( ),
-. , , , " "
. Google
Trends, Webmaster Central, Product Search ( Froogle), Google Maps, Website
Optimizer Checkout. Google Analytics ,
, -, . , , .
, Google AdWords -
. -
GOOGLE ANALYTICS
65
, Google , . ,
.
Google ?
Google Analytics, Google, " " (
, ,
) , . ,
, , Google
, AdWords,
Google Account Manager
Google Analytics (www. google. com/support/googleanalytics/).
Google
.
-?
, Google.
Google Analytics
,
Google. , 100%-
, Google
,
.
, -, ?
Google
, -, Google
Analytics, . . " " Google Analytics , , -,
. , , Google Analytics, - ( )
.

- .
- -, " ", - Google Analytics (www. google. /
analytics). , .
66
3. GOOGLE ANALYTICS

www. i c o . g o v . u k / G l o b a l / p r i v a c y _ s t a t e m e n t .
aspx. - Information Commissioner's Office .
Urchin
Google Analytics
, , Google -
Google Analytics Urchin.
Urchin , , Google 2005 Google Analytics -,
Google. Urchin -, (Unix
Windows). -. Urchin ,
- ( ), .
-,
2.
Urchin , , , Google Analytics. ,
Urchin . . 2.1, ,
, ,
. Urchin , Google Analytics.
.
.
. h t a c c e s s
Apache , .

().
9, -,
Google Analytics. Urchin , . -,
Urchin .
GOOGLE ANALYTICS URCHIN
67

- Google, ,
:< ? , , , , Google Analytics :
Google Analytics , Urchin , ;

Google Analytics ,
-. ,
, , Google.
Urchin .
. ,
, -

.
, - - - .
, 4 . 10
500 . 100 000 ,
5 .. , , ..
Urchin ( ).
, ,
.
, -
. , , .
,
, ( ) .
, Urchin?
- Google Analytics? , . , -, Google, .
Urchin , .
Google Analytics 25 .
68
3. GOOGLE ANALYTICS
I
"^ Google ,
'--' 25 .
Urchin .
, ,
.
Google Analytics .
Urchin ,
, " ".
Google Analytics " ".
Urchin ,
intranet.
Google Analytics .
Urchin
, -, .
Google Analytics - Google

.
intranet- ,
, Urchin,
Google Analytics .
, WML , Urchin.
-
, Google Analytics.
,
AdWords .
,
, Urchin,
- .
, Urchin, Google Analytics,

. Google Analytics Urchin
: Google Analytics ()
69
Urchin. 6 , ,
Google Analytics, Urchin .
3 .
Google Analytics, , -
.
Google Analytics ( ),
.
Google Analytics Google Analytics -.
Urchin Google Analytics , Google
-.
CMS DRUPAL

2-

EXPERT'S VOICE " IN O P E N S O U R C I
Orapjl 6!

,
Drupal
www.williamspublishing.com
ISBN 978-5-8459-1513-9

Drupal

Drupal 6.

,
Drupal;

, ,
;

;
,
;
API; ,

;
.

,

Drupal.

Web,

,

Web.

WEB-

..
ISBN 978-5-8459-1542-4

.

-

,

.
,

" ",

,

,
.
,
"",

, ,

,

-.

Google
Analytics
...
4. Google Analytics
5.
II ,
Google Analytics,
-.
,
, ,

.

, ,

.
,
Google Analytics
...

Google Analytics

Web 2.0/Ajax ,
. ,

( ),
.
,
. ,

. ,
,
,
.
,
Google Analytics.
so
1 4. GOOGLE ANALYTICS
-
, , -
.
Google Analytics , . (. 4.1),
Google Analytics . , , , , :
, . , Google Analytics
.
, , ,
, - .
Dashboard
S e p 1, 2 0 0 7 - N o v 2 0 . 2 0 0 7
; Q, Visitors
\
Tiaffic Sources
; Content
; p Goals
: W Ecommerce
Settings
' KiSae
3,399 visits
7,712 Previews
2.27 Peêi/Visit
fcAwC^,
11.21% Bounce Rata

00:01:46 Avg._Tjroe_qn Site
82.76%
V -- U.if-'
AJVA^^-^whA^
8 Referring Srtes
0 . 0 3 % {commerce Conversion Rate
TVVvWvVViKfV
Google Analytics ,
. -,
. Google Analytics
, , .. , ,
75
. ,
, " ". , - () . ,
, ,
-
, .
-, (sparkline), - ()
, ,
. ,
, . , . .
:
. 4.2.
, . 4.2.
)
. , (+1)- ,
. , .
)
Google Analytics .
:
(Site Usage), (Goal Conversion)
(Ecommerce). ,
, . ,
( ), ,
.
so
1 4. GOOGLE ANALYTICS
All Traffic Sources
a) CApr 20, 2007 - May 20, 2007
: Export v Email gg AM to Dashboard j
)
,ftlayS, 2007
Vis'ts: 120
V
April 23 200?
April 30 2007
May 7, 200?
All traffic sources sent 2,735 visits via 101 sources and mediums
She".. Source Medium 5f
Geai Conversion
Kages/Visit
2,735
2.39
% of Site Total 100,00%
2.
. 2.3S ..)
(direct) I (none)
oooate.com / referral
4.
stomsefaelcDiT. i referral
5.
csoale / csc
6.
rorevofeiton. com / referral

afou&SQo-QOte.cGffl / referral
9,
. i referra!
5 UK! PPC
10. marketno!
% New Visits
(?)
75.14%
sue
Site Avg ?5.17% {-0,05%}
Views:
Bounce Rate
62.34%
00:02:08
Site A^g 62.34% (0.00%)
fMMffllt
Ava. Time on Site
% New Visits
Bounce Rate
819
2.03
00:01:51
78.88%
67.77%
470
3.52
00:0321
70.84%
58.30%
309
2.79
00:03:01
72.17%
39.48%
google ' organic
3.
8-
Avg. Time on Site
Source/Medium
1.
f)
Ecojraneirce )
Visits
222
1.40
00:00:44
81.53%
86 49%
218
2.43
00:01:29
88.53%
54.59%
130
2.31
00:02:28
70.00%
61.54%
46
1.83
00:02:34
26.09%
67.39%
45
1.76
00.01:03
33.33%
64 44%
44
1.73
00:01:56
86 36%
41
132
1MVM;
70.45%
85.37%
Slowrows10
)
) ,

)
)
)
)
)
'
<5>
, Google Analytics .
, , ( ,
)
. ,
CSV
(PDF, XLM TSV) MS Excel .
. " ".
77
)

. ()
; .
(, ,
.
, .
)
, , ,
: (),
,
.
.
) ,
,
, . . , : , , ,
, , ROI ( ), ,
..
.
)
Google Analytics (
)
,
. 10 .
,
.
)
- , . ,
, , . . ,
, .
78
4. GOOGLE ANALYTICS
, . 4.2 (Source Medium).

, ,
. ,
( ) . 4.2) . (containing)
. (excluding). , referral
. ,
"referral" (. 4.3).
,
.
. 4.3.
Google Analytics
- . Google Analytics .
h t t p : / / 6 4 . 2 3 3 . 1 7 9 1 0 / a n a l y t i c s / t o u r / i n d e x _ e n - U S . h t m l . ( .
(), .)
79

. , - www.roirevolution.com ( 3).
, . 4.3, roi.
, roi.
. stomp. +t,
stompernet. com (. . 4.3). : " stomp ( ),
, t".
Perl , , .
.
.
.
: "the quick brown fox uses his brain to build bridges to allow him to jump over all the
lazy dogs. Although some dogs are also smart".

.
*
+
?

: br.. brain, brown

: b r * brain, brown, build, bridges

: b r + brain, brown, bridges, build

: a l ? althouth, all, allow
, .

()
[!
, ,

: [aeiou] + ,
.
: [ a - z ] + , [ 0 - 9 ] +
, "".
: (al! all) although, also, all, allow
80
4. GOOGLE ANALYTICS
()

.
: ^the
.
: the$ ,
"the"
.
: \ . $

1. . , .
2. *,
. -
. ,
:
index. html, index. htm, index. php, index. aspx, index. py, index. cgi
index\.(h|p|a|c)+.+

index.*
3. . ,

.gif, . jpgn .png
\.(gif|jpglpng)

\.gifI\.jpgI\.png
4. He , .
.
5. , ( $, ), .

Google Analytics, , , , , . , ,
- . , ,
.
(Date Range) (. 4.4, ) . .
81
)
. 4.4.
, .
( ), .
, , . 4.4, 6.
Google Analytics . ,
,
. 30 ,
30 .. ,
.
(. 4.5).
\ J L /
^
,
. Google Analytics , 30 .
, . , .
, -
- .
(Timeline), . 4.6.
,
, . ,
82
4. GOOGLE ANALYTICS
, , , , ,
. , - -.

, ,
.
. 4.5.
. 4.6.
83

^ ^ (Visitors^Visitor Trending1^ Visits) ^ (Ecommerce 1 ^ Total
Revenue) : .
,
0:00 24:00 (. 4.7). , , ( , ..) ,
, , (,
).
. 4.7.
84
4. GOOGLE ANALYTICS
, ,
, , .
, , .
8.

: PDF, XML, CSV
TSV. (Export),
, PDF ( ), CSV TSV ( Excel ) XML ( ) (. 4.8).
. 4.8.
,
,
. , , , , .
, .
(Email),
(. . 4.8). ,
, (. 4.9).
. 4.9.
,
,
(. 4.10).
. 4.10. ,

I 4. GOOGLE ANALYTICS

.
.
. 4 . 1 1 .
87

, - . - Google Analytics . , Microsoft Excel.
.
,
Segment).
. 4.11 : , - () . ,
" " "
".
, , . 8.
Google Analytics,
, .
, "" ,
: ,
. - (), , , ,
, ,
.
4 .
.
,
.
, .
.
.
.
.
.

.
,

,

.

:

,

,
, .. ,

.

,

.

,

.
. .
*
&iiHM ?* ,

!
ISBN 978-5-8459-1542-1
...

, Google Analytics
80 .
,
. ,
.
. ,

,
.

,
. ,
,
- . ,
,
,

.
90
5.

, , .
Google Analytics , ,
(. . 4.1 4). ,
. , ,
- ,
.
;
12. ,
(Add to Dashboard), (. . 4.8 4).
,
.
. , , ,
Google Analytics, .
(Visitors) (Map Overlay).
(. 5.1),
.
(Dashboard), .
.
, .
Google Analytics
.
,
. ,
, . . , ,
, ,
-. 10.

, , , . ,
, .
, ,
-.
91
. 5.1.
: " "
(. . 5.1) ,
, . , ,
. . ,
, , .. (. 5.2). ,
(, ), , ,
.
, (,
). .
, ,
.
92
5.
. 5.2.
, (,
),
. Google AdWords ( -)
(. 5.3). Google Analytics

, .
,
.
. 5.4
. . 5.4, , . 5.4, 6
. , ,
.
. 5.3. AdWords
93
94
5.
. 5.4. : ;
:
-, (.. ), . Google Analytics

.
( ), , .
, -,
11.
(Ecommerce Overview) . ,
. , ,
, ,
,
95
, , ..
, .
.
. 5.5.
:
, (, )
. ,
-, ,
.
( ), , . . 5.6
(Goals Overview) ,
( ).
, .
(Goal Verification) , URL-
. , , * .pdf.
PDF-, .
(Reverse Goal Path)
(.. ), , . , -
96
5.
,
(Funnel analysis).
.
. 5.6.
?
, . ,
, - * .pdf, ..
PDF-. , PDF-.
Google Analytics ( , ). ? ,
, .
PDF- , ,
<=> , ,
, ^
(Content^Top Content) ,
. pdf-, .
97
_1: " "

(
) . ,
i : , .
:% -. , , ". ;
-, , ( ) .
- (. 5.7).
. 5.7.
, ( ) ,
. 5.7. .
. , ( , )
. ,
, , . -;
.
98
5.
,
"" , . ,
, ( ),
. " " 11.
: AdWords
Google, Google Analytics
Google AdWords. , ,
Google. (Traffic Sources) AdWords.
. 5.8 AdWords AdWords (AdWords Campaigns) (Keyword Positions).
,
AdWords (, , Google Analytics; 6).
. 5.8. AdWords
AdWords Google Analytics . 5.8. , , (Ad Group)

. , , ,
(. 5.9).
99
. 5.9. AdWords
. 5.9 content targeting ( ). ,
AdWords. Google -,
, Google () AdWords.
AdSense. , , AdSense.
AdSense AdWords
www.google.com/adsense http://adwords.google.dom/select/af.
html.
A d W o r d s , , , (Goal Conversion),
( E c o m m e r c e ) . (Clicks)
; . 5.10. ,
, AdWords,
,
- .
, ROI . 11.
I UU
5.
. 5.10. AdWords
AdWords. ,
. ,
. 5.11. AdWords, (Ad Group)
URL- . :
?
. 5.11. AdWords URL-
101
: " "
^ " .
. , ,
" ' " (referral, - ),
-, ; - -.
) ( ), , -
- , ,
i , . (
5-: ), : direct.
, . si "".
organic. .
. Google AdWords (cost per click ).
referral. -.
( ) . , ..
(
).
. 5.12.
1 02
5.
, " "
7. ,
-, ,
, .
, . 5.12 ( ,
(Show) (Medium)),
, organic, , r e f e r r a l (),
, Forum, Email, Web.
URL- . 7.
- (
) .

, , (. 5.13).
. 5.13.
: " "
-, ,
.
, , , (..
) % (..
), $ ($lndex). , . $,
. , $,
.
(Top Content) , . ,
103
. 5.14. , ,
. ? ,
, ,
. , , ,
(-20,45%
; ), (-18,63%),
(-22,58%), , , , $ (+782,98%).
. 5.14. ,
, , ,
.
8.
, .

. , . 5.15 / i n d e x . p h p ( -). ,
.
104
5.
. 5.15. (Navigation Summary)
: " "
(Site Overlay) , "" . , ,
, (. 5.16).
( Displaying () Clicks ()) . ,
. ,
Displaying, .
. 5.16, Free Whitepapers (44.00).
, .
, Jump Start
, .
, . 9 , , ,
URL. , , . 5.16,
, ,
.

Google Snatjta
- * ; a ^ ^
g g g g :
1 05
;. ] Jan 1,2007 - May 20, 2007

integrated web solutions
GA Experts
UrchinExperts
feUrchin
ANALYTICS;
.... : AUTHORIZED '
.. \ . . ; CONSULTAN T j
C-ocwte
' Go gk
Google Analytics Setup, Support & Training

^Googie A n a l y t i c ^
. 5.16.

,
HREF. trackPageView () ( 7),
. ,
Flash.
. "" HREF. , .
: " "
, -, .
^ (Keyword Positions)
,
AdWords, . , , , ,
, , .
(Position breakdown).
1 Ufe
5.
. 5.17
AdWords, .
,
Google,
, . , ,
Google.
, ,
. . 5.18 (
MS Excel).
, ,
. . 5.19 , . , 3, 5 9 .
,
(Position Preference) AdWords. AdWords,
. , . 5.19 , 3 9.
AdWords AdWords .
AdWords h t t p : / / a d w o r d s .
google.com/support/bin/answer.py?answer=31790&topic=8335.
1 07
. 5.18. AdWords
( 1)
s 6
Sidel
Side2
Side3
Side4
Side5
Side6
Side7
Side8
Side9
Side 10
Side 11
AdWords
. 5.19. AdWords (
2)
108
5.
, . 5.18 5.19, . , (. 5.20). , ,

.
. 5.20. AdWords
V J /
\: Google Analytics,
S & / cookie-. , AdWords,
AdWords . AdWords Google Analytics 2.

(Site Search)
(Content) Google Analytics. , ( ). -, ,
, ,
, .
.
, , . , ,
, . , .
,
.
, (Search Terms)
. : ,
, ,
: $
109
,
t () , .
^
(Content^Site Search) (. 5.21).
. 5.21. (Destination Pages)

,
: $
$ ($lndex) ,
(Content). , $
. :
$ = ( + ) /
$ , , . ,
. , -, ,
.
$,
.
110
5.
, . D, ( ) $10
(, ).
Page path
Page path
Page path
Page path
1:B>C>B>D
2: > E > > D
3:A>B>C>B>C>E>F>D>G
4:B>C>B>F
$ , Google Analytics
, (D),
($10). , , . .
, , . 5.1.
, , .
5.1. $
+
/

10/1
10
30/4
7,5
20/3
6,7
30/3
10
20/2
10
10/2
0/1
. 5.1,
( $) A, D ;
, ( ). $ 7,5;
, . G
, 0.
$ :
(A, D, ) F G
, ,
(D ,
"!", ).
: $
111
, G , -
. , $ . ,
.
$ , *3z;ix -,
$, ,
6
(. 5.22).
. 5.22. $
, . 5.22, . 3 .
/SecureTrading/purchase-failure.php, , .
( $), /SecureTrading/purchasesuccess .php, , .
, - ( /SecureTrading/purchase-form.php), , -
. , , ,
. , $
, .
11 2
5.
$
, .
~
/
$ .
$ 10 1,2 3.
10 , Google Analytics.
, . ,
, . . , Google
Analytics .
5 .
.
, .
$ -.
,
, Google Analytics -.
.
DRUPAL

-, ,
, -

-, , ,
-
, , -
)

Drupal
.
,

Drupal ,

Drupal,
,
,

,
.

,
,
,
jQuery

.

.

,

,

-.
ISBN 978-5-8459-1542-1

Google Analytics
...
6. Google Analytics
7.
8.
9. Google Analytics
III ,
, ,

.
,
,
. , " Google Analytics"
,
.
- . ,
, ,
.
HTML JavaScript.

^Google Analytics
...
Google Analytics

Google Analytics
-

Google Analytics Google AdWords
Google Analytics
,
, (
AdWords),

-, ,
AdWords

. -,
,
.
116
6. GOOGLE ANALYTICS
Google Analytics
Google Analytics .
, -. , ,
HTML, -,
-. -
.
-. Google Analytics
( 7-9) .
, .
,
.
Google Analytics .
AdWords, Google Analytics , . AdWords
Analytics, . 6.1, .
AdWords, Google Analytics
www.google . com/analytics/sign_up.html (. 6.1, 6). ,
5 . ,
3000 . Google , AdWords!
, ,
Google Analytics Google. Google
,
- Google. Google Analytics
Google, AdWords, Gmail, Google Groups, , .. , Google.
AdWords
Google AdWords, Google Analytics AdWords.
AdWords Google Analytics AdWords.
Google Analytics, .
Google Analytics,
AdWords, : AdWords Google Analytics . , Analytics AdWords, .
GOOGLE ANALYTICS
117
)
. 6.1. Google Analytics: AdWords;
, , Google.
www. google. com/accounts.
1 18
6. GOOGLE ANALYTICS
Google, .
Google, , . Google, Google Analytics. ,
. " " (TOS), ,
Google Analytics.

,
,
. Google Analytics (Google Analytics
Tracking Code GATC).
Google Analytics .
GATC
GATC JavaScript, -. ,
Google
Analytics. GATC Google Analytics;
. 6.2.
GATC.
JavaScript Google.
. j s , . 18 .
.
UA-XXXX-YY.
,
. , , 8.
JavaScript _trackPageview ()
" " Google Analytics. , trackPageview ()
URL- , ,
, , , ,
, .. -,
Google ( . 3.1).
119
. 6.2. GATC,
- , GATC . , ,
HTML-
(CMS). , GATC
(footer). </body> .
,
. j s .
urchin. j s . j s
2007 , GATC, u r c h i n . j s
, . j s . u r c h i n . j s,
. j s. ,
Google Analytics. .
1.
2.
3.
4.
Google Analytics.
(Edit).
(Check Status).
( . j s).
IÛ
6. GOOGLE ANALYTICS
. 6.2, , . j s .
HTTPS; HTTP. -, GATC. . j s .
Google Analytics. 24 ,
!

(CMS), , , - Apache, mod_layout ( , ).
, .
- mod_layout http: //
tangent.org.
- Apache GATC . , , GATC ,
robots. txt, cgi-bin ..
mod layout , httpd. conf . (* . cgi * . txt) utm_GA.html (..
GATC, . 6.2) </body>
HTML-.
#mod_layout directives
LayoutMergeBeginTag </body>
LayoutlgnoreURI *.cgi
LayoutlgnoreURI *.txt
LayoutHeader /var/www/html/mysite.com/utm_GA.html
LayoutMerge On
<5>
( h t t p : / /
e n . w i k i p e d i a . o r g / w i k i / C A P T C H A )
, ,
. ,
, , mod_layout.
GOOGLE ANALYTICS
1 21
Google Analytics
Google
Analytics ,
. , AdWords - , . ,
Google Analytics.
,
. Google Analytics, ,
, ,
, .
, ,
GATC:
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document. write (unescape (";o3Cscript src='" + gaJsHost + "googleanalytics .
com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
var firstTracker = _gat._getTracker("UA-12345-1");
firstTracker ._initData () ;
firstTracker ,_trackPageview () ;
var secondTracker = _gat.getTracker("UA-67890-1");
secondTracker._initData();
secondTracker._trackFageview();
</script>
:
Google
Analytics. , Google Google Analytics 25 , .
. ?
GATC ,
Google Analytics -.
GATC .
: "http://www.") ;
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.
1 22
6. GOOGLE ANALYTICS
com/ga.js'
</script>
type='text/javascript'%3E%3C/script%3E"));
var pageTracker = __gat ,_getTracker("UA-1234 5-1");
pageTracker,_setLocalRemoteServerMode();
pageTracker.înitData();
pageTracker._trackPageview();
</script>
, -
, , . , ,
utm. gif,
Google Analytics.
Apache .
86.138.209.96 www.mysite.com[01/0ct/2007:03:34:02 +0100] "GET
/' utm.gif?utmwv= 1 & u tmt=va r & u tmn= 2108116629 HTTP/1.1" 200 35
"http://www.mysite.com/pageX.htm" "Mozilla/4.0 (compatible; MSIE 6.0;
Windows NT 5.1; SV1; .NET CLR 1.1.4322) "
" utma=l.117971038.1175394730.1175394730.1175394730.1;
utmb=l;
utmc=l;
utmz=l.1175394730.1.1,utmcid=2 3 iutmgclid=CP-Bssq- olsCFQMrlAodeUThgA|
utmccn=(not+set) utmcmd=(not+set)|utmctr=looking+for+site
Apache
Apache , .
NCSA h t t p d ,
c o n f , :
L o g F o r m a t "%h %v %u %t "%r" %>s %b " % { R e f e r e r } i "
"%{Cookie}i"" combined
"%{User-Agent}i"
, . ,
.
Microsoft IIS .
2007-10-01 01:56:56 68.222.73.77 GET / utm.gif
utmn=13952 85084&utmsr=12 80xl024&utmsa=1280x960 &utmsc=32bit&utmbs=1280x809&utmul=en- us&utmje=l&utmce=l&utmtz=0500&utmjv=l.3&utmcn=l&utmr
=http://www.yoursite.com/s/s.dll?spage=search%2Fresultshome
l.htm&startdate=01%2F01%2F2010&
man=l&num=10&SearchType=web&string=looking+for+mysite.corns
imageField.x=12&imageField.y=6&utmp =/ 200 878 853 93
Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1;+SV1;+ .NET+CLR+1.0.3705;
+Media+Center+PC+3.1;+.NET+CLR+1.1.4322) - http://www.yoursite.com/
- utmX.
, 2.
123
- ( 3). "" , , . , .
1.
2.
3.
4.
.
Google Analytics.
Urchin.
, , Urchin.
Urchin 3.
.
1. .
,
, ,
. -, GATC ,
Google Analytics. . - , . , .
< >
, , ,
( ). .
2. Google Analytics.
Google Analytics
Google Analytics. , , .
, , , , PDF, EXE, .
3. Urchin.
, Google Analytics
25 . , Urchin -
124
6. GOOGLE ANALYTICS
. Urchin -, . Urchin , Google Analytics,

Google,
, .
, Google Analytics, 3.
* Urchin 100% Google Analytics, -
. ,
<>
, . , ,
, . .
2.
4. Urchin.
- , . , ,
.
, .. / . Google Analytics
, .. . Urchin .

Google Analytics , . ,
. . 6.2
Google Analytics. ,
(Continue), , ,
, .
- . ,

. Google Analytics
(), .
(. 6.3, ).
-, . 6.3, .
, -,
Google Analytics, .
8.
1 25
(nnysite.com)
,

'
G1
G2
03
64
G1
(mysite.com & anothersite.com)
IQQQi
. 6.3. : -;
-
Google Analytics
50.
1 26
. GOOGLE ANALYTICS

, , .. . ,
,
Google Analytics, " Google
Analytics" .
-:

, . 6.3,
-, Google Analytics. TOS Google Analytics (www. google. com/
analytics) ,
Google Analytics. AdWords.
,
Google Analytics 50. AdWords,
; ,
.
( -), , Google Analytics ,
(My Client Center) AdWords.
Google Google Analytics, ,
Google Analytics, , .
, . 6.4.

AdWords
AdWords
http://adwords.google.com/support/bin/answer.py?answer=7725
ADWORDS: ADWORDS
1 27
I (Create N e w Account),
<>
G o o g l e Analytics (
G o o g l e Analytics), 25 .
Google Analytics, Google, .
Google, ,
Google Analytics.
AdWords: AdWords
, , , Google AdWords . AdWords ""
( ) Google,
, . , ,
- .
i f
<>
Google AdWords Google, Ask. com, AOL. com AdSense. AdSense : http://adsense.
google.com.
Google AdWords , ,
. , , .
(Pay-Per-Click ) (CostPer-Click ). Yahoo! Search Marketing, Miva Mirago . Google Analytics
.
, Google Analytics, Google, -
, AdWords, -
AdWords,
AdWords, Google Analytics.
AdWords ^
( M y A c c o u n t o A c c o u n t Preferences).
(Edit) (Tracking).
URL- (Destination U R L
Auto-tagging), ( S a v e
C h a n g e s ) (. 6.5, a).
6. GOOGLfc ANALYTICS
)
. 6.5.
AdWords (); AdWords ()
ADWORDS: ADWORDS
1 29
, AdWords, Analytics A n a l y t i c s ^ ^ (Analytics

Settings^Profile S e t t i n g s ^ Edit Profile Information).
(Apply Cost Data)
(. 6.5, ).
! AdWords (, , ) .
.
AdWords
AdWords , ,
, .
, Google
Google Analytics.
,

AdWords, Google Analytics, , AdWords. . GATC ,
" Google Analytics".

AdWords, , URL- . :
www.mysite.com/?gclid=COvQgK7JrY8CFSUWEAodKEEyuA
gelid , . AdWords , Google Analytics. ,
, -
AdWords. gelid ,
google (organic), google ().

" : -" 2,
gelid,
Google Analytics AdWords. , , Atlas Search, Blue Streak, DoubleClick Efficient Frontier,
() URL-, . - gelid
130
6. GOOGLE ANALYTICS
. AdWords, Google.
, , . , . ,
AdWords URL :
http://www.mysite.com/?gclid=COvQgK7JrY8CFSUWEAodKEEyuA
, URL-
:
http://www.redirect.com?http://www.mysite.com/?gclid=C0vQgK7JrY8CFSUW
EAodKEEyuA
URL .
?
#, URL .
, AdWords. URL-
, :
http://www.mysite.com/%3Fdum=l
AdWords gelid :
http://www.mysite.com/%3Fdum=l&gclid=COvQgK7JrY8CFSUWEAodKEEyuA
URL :
http://www.redirect.com?http://www.mysite.com/%3Fdum=l&gclid=COvQgK7J
rY8CFSUWEAodKEEyuA
. URL- gelid ,
Google Analytics.
Google Analytics, ( " "
8).
URL- , . ? %3F.
GOOGLE ANALYTICS
1 31

Google Analytics
1. Google Analytics?
. Google Analytics
.
- JavaScript, Google Analytics
. , , Google Analytics URL-
, -.
2. -?
. -,
, , ,
www.mysiteA. com www .mysiteB. com. ,
JavaScript __link ( href) __linkByPost
( ). " " 7.
3. ?
, , GATC
, . _link ( href), _linkByPost ( ),
- . " " 7.
4. GATC,
?
. Google Analytics.
, "" , . ,
.
5. Google Analytics cookie- ,
?
Google Analytics cookie. cookie- ,
.
6. gelid AdWords
?
, gelid
AdWords.
7. Google ?
1 32
6. GOOGLE ANALYTICS
Google . ,
, ,
. 8.
8. ?
, . , , Google Analytics,
(Add to Dashboard),
.
12 ,
9. , ,
?
, (Email). .
10. Yahoo! Search Marketing Microsoft
adCenter?
. Yahoo! Search Marketing (
-) ,
, URL- .
.
11. ?
Google Analytics
. ,
. , PDF, ,
, ..
. ,
Google Analytics . " -" 11.
12. ?
. . , Google Analytics (Edit).
.
, . , -,
. "
-" 11.
133
13. Google Analytics

AdWords?
,
IP-. Google Analytics ,
AdWords
.
14. Google Analytics Flash?
, Flash ,
FLA-. 7.
15. - GATC
?
GATC . j s, 18 , Google. . j s ,
.
, , . ,
. j s Google Analytics.
- -, Google Analytics, . j s
. , GATC, -.
16. gelid, Google Analytics AdWords
?
, gelid , Google Analytics ,
AdWords. Google Analytics AdWords,
AdWords Google Analytics. , , , AdWords,
. , Google
Analytics (www. google.
com/analytics).
Google Analytics
AdWords, .
1 34
6. GOOGLE ANALYTICS
; , ;
.

-, , Google Analytics.
, , , -.
Google Analytics Google AdWords , AdWords , ().
, Google
Analytics.
...
_trackPageview ()

, AdWords
GATC
,
- Google Analytics.

, .
,

(.. ,
-
)
.
, , GATC
. ,
URL- ,
?
?
,

?
.
1 36
7.
trackPageview()
" " Google Analytics
6, GATC JavaScript
trackPageview ( ) . Google
Analytics. _trackPageview () cookie-
Google. . 7.1 cookie , Google Analytics.
HTTP- , GATC Google,

Firefox http://livehttpheaders.mozdev.org/installation.
html.
7.1. cookie-, G o o g l e Analytics

cookie-
utma
24 ,
utmb
utmc
. , ID, ,
. ,

.
30
utmk
utmv
24 ,
utmz
6 ,
. _link() linkByPost()
. ,
, ,
. , ,
( ), (,
, ,
)
: _trackPageview () , .
, Google
Analytics, , 6.
_TRACKPAGEVIEW() - " " GOOGLE ANALYTICS
1 37
, _trackPageview (), , .

URL-
( )
, , , URL-.
" ", .. ,
, HTML-. , CGI, Perl, PHP, ASP Python,
.
URL-. , URL-, . URL-
.htm .html,
. cgi, .pi, .php, .asp .. , , . php, . URL- -
(?), ,
-, , , URL-, .
1
http://www.mysite.com/catalogue/product,php?sku=123&lang=en&sect=leather
2
http://www.mysite.com/catalogue/product,php?sku=l48&lang=en&sect=suede
sku, lang sect
.
j
*
- URL ?, #.
Google Analytics URL- , . 7.1.
http://www.mysite.com/catalogue/product.php?sku=123&!ang-en&sect=leather
URI
. 7.1. URL-
138
7.
.
. , .
, ,
, , .
Google Analytics ,
JavaScript _trackPageview () GATC. 6, GATC _trackPageview ()
(.. ). , Google Analytics URL

. ,
_trackPageview () . :
pageTracker._trackPageview('/catalogue/products/english/leather/blue
tassel shoe');
pageTracker._trackPageview('/catalogue/products/english/suede/high heeled
boot');
. URL. .
(/),
.
, , , CMS (.. ). , URL,
:
pageTracker._trackPageview ('/catalogue/products/eng/leather/prod code 123');
, , . ,
, URL-, .
-. ,
:
http://www.mysite./search?q=shoes
URL ,
(Site Search). URL-, . , URL- ,
, , ,
. ,
URL-, ,
:
http://www.mysite.com/search?q=shoes&lang=en&sect=leather
_TRACKPAGEVIEW() " " GOOGLE ANALYTICS
1 39
URL-, :
pageTracker,_trackPageview('/products/eng/leather/?q=shoes1);
q=shoes , .
URL-, , (?) (&)
-.
- ^
, (Site Overlay),
(Content),
. , URL. , , ,
, .

Google Analytics (, PDF,
EXE, DOC, XLS, ZIP), GATC.
, -
, .
-,
GATC. HTML-, :
< href="mydoc.pdf">Download a PDF</a>
,
/downloads:
< href="mydoc.pdf"
onclick="pageTracker,_trackPageview{'/downloads/mydoc.pdf');">Download
PDF</a>
. . ,
, .

. , -
1 40
7.
, , .
,
, (Submit).
(Funnel Visualization),
": " " 5.
onBlur, H T M L - :
<form action="cgi-bin/formhandler.pi" method="post" name="theForm">
cinput type="text" name="firstname"
onBlur="if(document.theForm.firstname.value != ''); pageTracker
trackPageview('/forms/signup/firstname1)">
cinput type="text" name="lastname" onBlur="
if(document.theForm.lastname.value != ''); pageTracker._trackPageview('/
forms/signup/lastname')">
<input type="text" name="dob" onBlur=" if(document.theForm.dob.value
!=''); pageTracker,_trackPageview(1/forms/signup/dob')">
<input type="text" name="addressl" onBlur="
if(document.theForm.addressl.value != ''); pageTracker,_trackPageview('/
forms/signup/addressl')">
</form>
if () ! = 1 1 , . , , i f .
I /
! , , , , . , .
Google Analytics .
www.google. com/analytics/tos. html.

, , , , .
Google Analytics , . ,
( 8),
. - ,
141
( ,
).
, -,
Google Analytics, , ,
. Google Analytics . , , AdWords,
.
-, GATC. " Google Analytics" 6.
Google Analytics,
- .
CRM- ( )
, .
JavaScript, cookie, , , , , ..
Google Analytics .
Google Analytics .
" " Google Analytics.

Google Analytics . GATC, , Google Analytics ,
. GATC:
v a r g a J s H o s t = ( ( " h t t p s : " == d o c u m e n t . l o c a t i o n . p r o t o c o l ) ? " h t t p s : / / s s l . "
: "http://www.");
document.write(unescape("%3Cscript s r c = ' " + gaJsHost + "googleanalytics.
</script>
var pageTracker = _gat,_getTracker("UA-12345-1") ;
pageTracker._initData();
pageTracker._addTrans(
"1234",
/ / o r d e r ID -
142
7.
"Mountain View Book Store", //

"89.97",
// -
"6.30",
//
"5",
//
"San Jose",
//
"California",
//
"USA"
//
);
pageTracker._addltem(
"1234",
"DD44-BJC",
"Advanced Web Metrics",
"Web, Technical",
"29.99",
"3"
) ;
pageTracker._trackTrans();
</script>
//
//
//
//
//
//
-
SKU ( )

-
-
GATC .
, _addTrans (),
, .
, _addltem (), , .
JavaScript _trackTrans (),
Google Analytics.
GATC , .
_addTrans () _addltem () ,
. , . :
pageTracker.âddTrans("1234","Mountain View Book Store", "89.97","6.30",
"5", "San ~CA Jose", "California", "USA");
pageTracker._addltem("1234","ISBN-9780470253120", "Advanced Web Metrics",
"Web","29.99","2");
pageTracker._addltem("1234","ISBN-9780321344755", "Don't Make me
Think","Web","29.99","1");
_addTrans ().
, .
_addltem (), ..
addltem () .. , , . . 7.2.
.
143
7.2.

order-id
ID
affiliation
Total
Tax
Shipping
City
, ,
State
, ,
Country
, ,

order-id

( ID )
sku-code
(
SKU)
product-name
Category
Price
Quantity
,
( ). , , :
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker,_initData();
pageTracker._addTrans(
1234",
// -
II

//
/
89.97",
// -
6.30",
//
it
//
San J o s e " ,
//
California",
//
USA"
//
) ;
pageTracker._addltern(
"1234",
/ / -
"DD44-BJC",
/ / SKU ( )
" A d v a n c e d Web M e t r i c s " ,
/ /
"Web, T e c h n i c a l " ,
/ /
144
7.
"29.99",
"3"
// -
// -
) ;
pageTracker._trackTrans();
</script>
("") . "
" "". , , , Google Analytics
.
. , "-" .

( ). ID , . ,
"".
. JavaScript.
<script>
var firsttime;
function validator O f
if (firsttime = "Y") {
alert(", ,
.") ;
return (false);
>
firsttime = "Y";
return (true);
}
</script>
(<head>) HTML-,
. HTML-
.
<FORM METHOD="POST" ACTION="authorize.cgi" onSubmit="return
validator()">
onSubmit ,
, Google Analytics.
onSubmit, :
<FORM METHOD"POST" ACTION="authorize.cgi" onSubmit="return
checkEmail;return validator()">
145

- ( www.mysite. com
, , www. s e c u r e - s i t e . com), -. , Google Analytics cookie-. 2, ,
, cookie-, .
, . cookie- Google
Analytics , .
-, , GATC . GATC
www.mysite.com www. s e c u r e - s i t e . c o m ,
. GATC
:
: "http://www.");
com/ga.is' type='text/javascript1%3E%3C/script%3E"));
</script>
pageTracker._setDomainName("none");
pageTracker._setAllowLinker(true);
pageTracker,_trackPageview();
</script>
-, - www. m y s i t e . com,
.
.
1. -
, ,
:
< h r e f = h t t p s : / / w w w . s e c u r e - s i t e . c o m / ? s t o r e = p a r a m e t e r s o n c l i c k ^ " j a v a s
c r i p t : p a g e T r a c k e r , _ _ l i n k ( t h i s . h r e f ) ; r e t u r n false;"> </>
cookie- Google Analytics

URL-. URL-

utma,
utmb
utmc, , .
146
7.
return false;. , , JavaScript, href

. , JavaScript , Google Analytics . .
2. -
, :
<form method="post" action="http://www.secure-site.com/process.cgi"
onSubmit="pageTracker._linkByPost(this)">
cookie- Google Analytics HTTP. ,
method="GET". , ,
HTTP- Firefox LiveHTTPheaders (http: //
livehttpheaders.mozdev.org).

.. GATC,
. :
onClick onSubmit.
- ,
, _trackTrans () . addTrans addl tern .
:
< href=https://www.secure-site.com/?store=parameters onclick="javas
criptrpageTracker,_trackTrans(); return false;">
/a>
:
<form action="http://www.secure-site.com/process.cgi"
onSubmit="pageTracker._trackTrans()">
, , . . , Google Analytics ,
, .
147

, , , , .. Google Analytics
. .
- .
, , . ,
, .
. "", -,
, - .
, , ,
, , . ,
- .
, .
,
. ,
. , .
, .
_addTrans:
order-id, .
total .
tax shipping .
_addltem:
order-id, .
price .
quantity .
,
. pagetracker
trackTrans .
148
7.

, , . , ,
.

URL . , ,
-. ,
() , URL-.
, , , ,
www.mysite. com/mobiles .htm, .
, , ,
.
. Google Analytics
^- (Traffic Sources^Referring
S i t e s ) , .
, -
, .
, URL- .
URL-
,
- . , , , Google Analytics URL-.
( ) ( ) Yahoo!
Search Marketing.

URL- http://www.mysite.com/
widgets.htm
U R L - http://www.mysite.com/
widgets.htm?utm_source=yahoo&utm_medium=ppc&utm
term=widgets
1 1 4 9
URL- h t t p : / / w w w . m y s i t e . c o m /
widgets,htm?prod=101
URL- h t t p : / / w w w . m y s i t e . c o m /
widgets.htm?prod=101&utm_source=yahoo&utm_medium=ppc&utm_
term=widgets
"sdbsf
AdWords URL-
, (. "
AdWords: AdWords" 6).
-, ,
(PDF, DOC, XLS ..) .
. , .
1. ,
(AdWords ), Microsoft adCenter, Yahoo! Search
Marketing, . ,
, DOC, XLS PDF-.
, , , , . , Yahoo! Search Marketing
Yahoo! Search
yahoo ( o r g a n i c ) . , (DOC, XLS, PDF)
d i r e c t , .. ,
,
. , , .
, . ,
()
, ,
(, -). , URL-
( ). , .
1 50
7.
2. URL-
URL-, ? ( &,
),
, . 7.3.
7.3.
utm source
. ,
. , - -, , ,
PDF, DOC, XLS ..
. , ,
. ,
.
(5)-
(medium). , , , "
"" "
utm medium
utm term
utm content
utm campaign
, URL-
, , Yahoo!, , . , , ,
.
, URL- . , URL,
www.google.com/support/googleanalytics/
bin/answer.py?answer=55578&topic=10998.
" URL"
URL- . URL-, , LIRL- -
.

: ,
, (-) (PDF, DOC, XLS). , URL-
!
151
.* Google Analytics
,
URL-. URL-
, . ( ).
" "
6.
URL-
- AOL.com.
, , () . AOL ,
, shoes,
Sprint shoes.
( a o l . com), .
URL (. 7.2) , , URL
,
AOL.com. AOL.com
( ), .
. 7.2. URL-
152
7.
URL-
. , ,
2009 . , . ,
Google Analytics.
)
. 7.3. :
; HTML-
1 53
,

HTML, .
, . - ( ) /.
, URL- , . 7.3. (Campaign Content) .
URL- ,
. ,
URL-, . .
HTML-
, HTML, ( , ,
MailerMailer Email Metrics Report, - 2006).
Online Marketing Benchmarks 2004 , HTML-
2 0 - 4 0 % , . , ,
.

, Google
( Google AdWords).
.
o r g a n i c (). . 7.4 URL ,
() Yahoo!, , - Yahoo! Search Marketing.
<5>
Google AdWords
AdWords (medium) = (cost-per-click
). Yahoo! Search
Marketing, Microsoft adCenter -,
(Medium) . AdWords , ,
- =
. AdWords
.
1 54
7.
URL- ,
-. -, , Microsoft adCenter.
, (Campaign Source) a d C e n t e r
( ,
).
Google Analytics URL Builder
Fill in the form information and click the Generate URL button below If you're new to tagging links
or this is your first time using this tool, read How do t tag my links?
If your Google Analytics account has been linked to an active AdWords account, there's no need
to tag your AdWords links - autfrtagqinq will do it for you automatically
Step 1: Enter the URL of your website
Website URL: *
:htlp://www.mys ite.com/products/shoes, htm
(e.g. http:/Awm.urchin.com/download.html)
Step 2: Fill in the fields below Campaign Source and Campaign Medium are required values
Campaign Source * jYSM
Campaign Medium ' ppc
Campaign Term:
(marketing medium: cpc. banner, email)
B e d Shoes
j (identify the paid keywords)
Shoes
! (product, promo code, or slogan)
Campaign Content:
Campaign Name*
(referrer: google citysearch. newsletter4)
; (use to differentiate ads)
Step 3
I^GeneraieURtT] | Clear j
: http://www.mys ite.com/products/shoes. htm?utm_source=YSM&utm_mediur:
. 7.4.

HTML-, catalogue.
pdf, spec-sheet. doc, price-matrix. xls, , ,
, -. , , , , , . ,
, ,
direct, .. ,
.
, . 7.5,
, - .
URL- ,
. , ,
URL.
.
1 55
. 7.5.

, , , URL- , , .
Google Analytics, Google Analytics, .
URL- ,
. ( ) AdWords ,
AdWords,
" AdWords: AdWords" .
GATC, orig-
, . , GATC.
: "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.com/
ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
1 56
7.
var pageTracker = _gat,_getTracker("UA-12345-1");

pageTracker._setCampNameKey("orig_campaign"); // : utm_medium
pageTracker.__setCampMediumKey("orig_medium") ; // : utm_medium
pageTracker._setCampSourceKey("orig_source"); // : utm_source
pageTracker. _setCampTermKey("orig_term"); // : utm_term
pageTracker._setCampContentKey("orig_content"); // : utm_
content
</script>
, orig_source orig_medium.
URL- , Google Analytics.

Google Analytics , Flash- JavaScript. . .
Flash-, - Flash Flash-.
Ajax, onClick, onSubmit, onReset,

onMouseOver, onMouseOut, onMouseMove, onSeiect, onFocus, onBlur,
onKeyPress, onChange, onLoad, onUnload ..
JavaScript . , , .
, - Google Analytics. ,
.
www.advanced-web-metrics.com.

, .
1. , .
2. .
3. .
4.
trackEvent () -.
157
Google Analytics . Google Analytics (Analytics Settings).

(Edit)
- (Main Website Profile Information). (Event Tracking Enabled) .
(Content) Google Analytics.
1 2, 3
.
3.
"Video"
GATC. , , GATC.
: "http://www.");
</script>
/ / " V i d e o "
var videoTracker = pageTracker,_createEventTracker{"Video");
</script>
1 / _ c r e a t e E v e n t T r a c k e r () .
<8>

_trackPageview.
_ t r a c k E v e n t ( )
, -.
^ t r a c k E v e n t () :
trackEvent(,
__,
_)
(). , ,
.
1 58
7.
_. , , .
, %20.
. , ,
.
Flash
, "" Flash-. videoTracker
GATC, HTML- , "Video" .
// "Video"
var videoTracker = pageTracker._createEventTracker('Video');
Flash videoTracker
"Play" (), , ,
.
onRelease (button) {
getURL ("javascript:videoTracker,_trackEvent('Play',
'Ratatouille');")
_ i ,
<> o n R e l e a s e () getURL ActionScript 1.0 2.0.
Flash "Play" (). , . 7.4.
7.4.
Video
Play ()
Ratatouille (), Incredibles (), Ice

Age 2 ( 2)
, "Stop" () "Pause" (). , , , GATC

videoTracker. ,
, , . 7.5. (Event Tracking Labels)
. 7.6.
1 59
7.5.
Video
Play ()
Pause ()
Stop ()
Ratatouille,The Incredibles, Ice Age 2

Ratatoui!le,The Incredibles
Ratatouille
. 7.6. (Event Tracking Labels)
Flash. , FlashVars,
label value. FlashVars Flash
URL-. ,
HTML Flash-. , FlashVars,
_root Fksh-, .
<object classid="clsid:D27CDB6E-AE6D-llcf-96B8-444553540000"
codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.
cab#version=7,0,19,0" width="300" height="400">
<param name="FlashVars" value="label=The%20Incredibles&value=9" />
160
7.
<param name="movie" value="moviel.swf" />

<param name="quality" value="high" />
<embed src="moviel.swf" FlashVars="label=The%20Incredibles&value=9"
quality="high" pluginspage="http://www.macromedia.com/go/getflashplayer"
type="application/x-shockwave-flash" width="300" height="400"x/embed>
</object>
F l a s h - , , ,
. , Flash videoTracker
.
getURL ("javascript:videoTracker._trackEvent('Pause'" + label + "," +
value + ");")
I
sS^
FlashVars Flash Player 6 (Flash MX

).

, , .
H T M L - Date () JavaScript. _trackEvent ().
<body>
var Begin = new DateQ ;
var Start = Begin.getTime();
</script>
[ ... ... ]
: "http://www. ");
</script>
// & 'Page Load'
var loadTracker = pageTracker,_createEventTracker(1 Page Load');
var End = new Date();
var Stop = End.getTime();
var timeElapse = Stop - Start; //
11
loadTracker._trackEvent('Load Time ,'products/pageX.htm',timeElapse);

</script>
</body>
. 7.6.
7.6.
Page Load
( )
Load Time
( )
Load Time
Load Time
Products/pageX.htm
3724
demo/pageY.htm
Products/pageZ.htm
4842
7703

,
.
, . 7.6 . , .
.

-, ,
, . . exitTracker
GATC "Exit Points" ( ):
// "Exit Points"
var exitTracker = pageTracker._createEventTracker('Exit Points');
GIF-
Flash :
< href="http://www.advertiser-site.com" onClick="exitTracker
trackEvent('Click', 'advertisername - Ad version A',
4) "ximg src="bannerA.gif"></a>
, () 4. , Flash-, :
getURL ("javascript:exitTracker,_trackEvent('Click','advertisername - Ad
version ', 5);")
}
162
7.
, . , , Flash- GIF- .
GIF-
< href="http://www.advertiser-site.com" onClick="exitTracker
trackEvent('Click - GIF banner','advertisername - Ad version A', 4)"><img
src="bannerA.gif"></a>
Flash-
getURL ("j avascript:exitTracker._trackEvent
('Click - FLASH banner','advertisername - Ad version A', 5);")
< href="http://www.advertiser-site.com" onClick="exitTracker._

trackEvent('Click - link','linkURL', 1)"> </>
Mailto:
mailto: ,
, . ,
mailto:.
, ,
, , . , , , ,
mailto: onClick.
exitTracker,
, GATC.
m a i l t o : :
< href="mailto:mail@mysite.co.uk" onClick="exitTracker
trackEvent('Click - email1,'mail@mysite..uk')">maii@mysite..uk</a>
. m a i l t o : . 7.6 ( 6).
GATC
- - GATC. , ,
.
GATC
163

Google Analytics cookie-. , , www.mysite.
com. cookie. -.
. , mysite. com, www , , mysite. com.
secure .mysite. com, ww2 .mysite. com,
en .mysite . com ..
...."
,
^Sy
, } (-). , ,
D N S .
. , Google Analytics ,
-,
cookie-. ,
. GATC, cookie- Google Analytics
.
:
var gaJsHost = (("https:" document.location.protocol) ? "https://ssl." :
"http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.com/
</script>
pageTracker. _setDomainName("mysite.com");
</script>
. , , :
, . , sub.
mysite. com/index. html www .mysite. com/index. html
Google Analytics , .. / index. html.
, , . 7.7.
,
. , ^
(Content^Top Content) sub.mysite. com/index.html www.
mysite. com/index. html .
164
7.
. 7.7.
1 /
, . 7.7,
. , . ,

.
8.

, Google Analytics. Google
Analytics -.
- URL-
(Add a Profile for a new domain). , , .
8.
GATC
165

, - , cookie- . - , .
. - www.mysite.com
( , ..) , www .mysite . .uk.
GATC. www. mysite.
com, , ,
www. google. com. , , www.
mysite. . uk. .
1 / Google Analytics , "" <>

. ,
GATC.
, www.mysite.
. uk, -
, www .mysite. com. www. google. com , -
().
Google Analytics -,
( , ,
..)
www.mysite. com (+1)- www.
mysite. . uk. , ,
, "" . , , .
, , cookie- . , , .
, " ", cookie-
.
166
7.
1.
,
-
U R L (HTTP GET) . G A T C
, :
<script type="text/j avascript">
: "http://www.");
</script>
var pageTracker = _gat,_getTracker("UA-12345-1") ;
pageTracker._setDomainName("none");
pageTracker. setAllowLinker(true);
</script>
HTML- -
:
< href="http://www.mysite.co.uk" onclick="pageTracker,_link(1http://www.
mysite.co.uk/')/" return false; "> - />
URL-.
utma, utmb
utmc URL- , ,
.
I / return false;. , href , JavaScript. , JavaScript , Google

Analytics . .
<5>
2.

,
. cookie- HTTP POST .
1, G A T C .
HTML- - :
GATC
167
<form method="post" o n s u b m i t = " p a g e T r a c k e r , _ l i n k B y P o s t ( t h i s ) " >

</form>
onSubmit,
:
<form method="post" onsubmit="validate_routine(this);pageTracker._
linkByPost(this)">
</form>
cookie- Google Analytics HTTP-.
, method="GET". ,
, HTTP- LiveHTTPheaders
Firefox (http: //livehttpheaders.mozdev.org).
UtC
GATC , .
www . m y s i t e . com www. m y s i t e . . uk .
. , .
cookie-
. cookie, , , , ,
cookie- GATC
_setCookiePath():
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl.
" : "http://www.");
com/.js' type='text/javascript'%3E%3C/script%3E"));
</script>
pageTracker._setCookiePath("/path/of/cookie/");
</script>
cookie- , _cookiePathCopy () :
168
7.
: "http://www.");
</script>
var pageTracker = _gat.__getTracker("UA-12345-1");
pageTracker._cookiePathCopy("/new/path/for/cookies/");
</script>

GATC
cookie-:
.
, () 30
, 31 , . ,
.
30 -.
, . , . , ,
, .
,
, ,
, .
, 30 , ,
:
: "http://www.");
com/ga.js1 type='text/javascript'%3E%3C/script%3E"));
</script>
pageTracker._setSessionTimeout("3600");
// 1
</script>
GATC
I
-
169
.
Google Analytics . 30 =1800 ,
<S>
1 =3600 ..
, ,
. , 6 (15 768 ), cookie- ( utmz) . ,
, .
:
: "http://www.");
com/ga.js' type='text./javascript1%3E%3C/script%3E"));
</script>
pageTracker._setCookieTimeout("2592000");
/ / 30
pageTracker._initData() ;
pageTracker,_trackPageview() ;
</script>
.
6 ,
, cookie- , . " " 2.

(.. direct, referral). , ,
(www.mysite.com).
_addlgnoredOrganic (),
- , a _addlgnoredRef , :
: "http://www.");
</script>
1 70
7.

pageTracker,_addIgnoredOrganic("mysite.com");
pageTracker._addIgnoredRef("sis tersite.com");
pageTracker._trackPageview() ;
</script>
, .
, , .
:
, , , . , 301 -
( .htaccess) ,
.
U k
VS"
() -
Apache h t t p : / / h t t p d . apache. org/docs/1.3/mod/

mod a l i a s . h t m l f r e d i r e c t .

(" ") ,
. , , /, / forum, /support ..
.
.
, setSampleRate (), :
: "http://www.");
</script>
pageTracker ._setSampleRate (25) ;
// 25%
</script>
171
, 25%, , Google
Analytics .
, _setSampleRate().
, GATC -, URL- ,
, ( ).
Google Analytics .
, II.
.
_trackPageview ()
.
.
, AdWords.
GATC .
GOOGLE ANALYTICS 2.0

-
Google
A n ^ d y
l i e s
2.0
-
,
,
,
no: !
,
www.diaiektika.com
ISBN 978-5-8459-1415-6

Googie Analytics 2.0

,
-.

,
,
Google Analytics,
,
Google
Analytics

-.
*

,
,

.
,

,

Google Analytics.

Google Analytics AdWords.

,
,

, .
...
G o o g l e Analytics

Google Analytics
.
,
.

Google Analytics (GATC)

.

Google Analytics.
, -
-,
.
,
.
1 74
8.

Google Analytics
, , , . 8.1.
, (Edit)
.
. 8.1.
I / "" (Receiving Data) (

. 8.1) , GATC .
, 24 . , Google Analytics
GATC,
. GATC
JavaScript, .
<5>
, U R L - , .
(Edit) , , . 8.2.

(Edit Profile Information), . 8.2, .
- , ,
, .. . index. html,
index. htm, index. php default. asp. ,
- -.
, Google Analytics
www.mysite.com www.mysite.com/index.html, , ,
. ,
, .
1 75
. 8.2.

URL- , , ,
URL (Exclude URL Query Parameters). , ,
, ,
. , , , URL-.
" -" (?) URL-
(&). ,
, (=).
176
8.

-, , , ,

. , - (E-Commerce Website) (Yes, an E-Commerce Site),
, . ,
( ) . -,
(Not an E-Commerce Site).
. ,
. " " 7.

, , , .
(Do Track Site Search),
(Site Search), (Content).
, , URL . , URL-
. ?= &=.
q s e a r c h .
,
URL- ,
. ,
Google Analytics.
, ( ). ,
( " __trackPageview () " "
Google Analytics" 7). ,
.

. ,
. ,
1 77
" ", "

" .. "", "" .. , .
, URL , ?cat=menswear &sect=house.
cat sect . , URL-
. , ,
, .
v I
. -
.
, (, ),
.
URL- ?
,
. , , ,
, , %, .
GATC, .
var gaJsHost = (("https:" == document.location.protocol) ?
"https://ssl." : "http://www.");
document.write(unescape("%3Cscript src="' + gaJsHost +
"googleanalytics.
</script>
pageTracker._trackPageview('/site search/?q=%searchterm');
</script>
q;
%. q , URL-.
"
* _trackPageview() " "Google Analytics" 7.

, -. Google Analytics
1 78
8.
80 . , ,
, . , .
, Google Analytics ,
( ). ,
. , ,
; . 8.3. , , , .
. 8.3.
1 77

- ,
, .
- , .. .
,
( , ), .., ,
.
, -, . , .
, ( ),
,
?
, .
, .
, , .
, , , ? ,
, . ,
. , ,
.. . . 8.1.
8.1. -

, , , - (
PDF, XLS, DOC, PPT ..)
-, , ,
, , ,
, , ,
,
, ,
" !"

180
8.
-
(Bryan Eisenberg), .
; "
". Call to Action Waiting for Your Cat to Bark.
- Steve Krug, Don't
Make Me Think ( , He !) (www. sensible. com/about.
html). , .
I ^
Google Analytics .
, . 8.1, - , .. , . , ,
" " . ,
. , ,
, , , . - , ,
, ..
.
(Key Performance Indicators KPI).
10, , , -
.
Google Analytics
, , - , . , , ,
. , * .pdf, PDF-.
.
- ,
11 " -".
.

-
, 100%. , -, , -, .
1 77
, ( ) , . , , .
()
. , "" (), .
, , .. . () . 8.4.
. 8.4. ()
. 8.4.
. 100%-
. ,
. , , , .
. .
, .
D.
.
. . - , .
, D .
(
). , ,
.
182
8.

, Google Analytics (Settings) ,
( ).
(Conversion Goals and Funnel) . , . 8.5.
. 8.5.
, . 8.5.
1. (Enter Goal Information).
URL- , , . , , ,
. ,
URL-
" ".
, . " ", " -
1 77
" "" (Active

Goal) (On).
2. () (Define Funnel
(optional)). 10 URL- . ,
, .
, .
: ,
. , .
,
. .
,
, .. .
. , .
, ,
. , ,
PDF-,
,
. -,
, .
? . 8.5,
(Required Step).
, , ,
, .
. , , . . . 8.6.
,
..
URL-.
URL- , . , .
184
8.
. 8.6. , URL-
URL .
, .
3. (Additional Settings)
(Case sensitive)
URL-, ,
, , (, productx. html productx. html),
. , .
(Match )
URL-.
: (Exact Match),
(Head Match)
(Regular Expression Match).
1.
URL- , . . , ,
URL- .
2.
URL-
, , -
1 77
. , URL- www.
mysite.com/checkout.cgi?page=l&id=9982251615,
, www.mysite. com/checkout.
cgi?page=l.
3.
URL-
, .
, URL-, ,
:
http://sports.mysite.com/checkout.cgi?page=l&id=002
http://news.mysite.com/checkout.cgi?page=l&language=fr&id=119
, . *=1*.,
.

, .
L / . 8.5 . ; , .
.
(Goal value)
Google Analytics
, ROI, $lndex .
"" , , ,
, . , ,
10% , ,
500 ., " "
50 . (10% 500 .). 1% , "
" 5 .
" -" 11.
\
<5'> , -
URL .
,
" " 7.
1 86
8.
,
URL-
, , URL. , .
1 ()
www.mysite.com/sign_up.cgi
2 ( )
www.mysite.com/sign_up.cgi
3 ()
www.mysite./sign_up.cgi
, _trackPageview (), ,
" URL-"
7. , GATC
pageTracker._trackPageview("/funnel_Gl/stepl.html")
pageTracker._trackPageview("/funnel_Gl/step2.html")
pageTracker._trackPageview("/funnel_Gl/step3.html")
, Google Analytics sign_up. cgi , .
1 ()
http://www.mysite.com/funnel_Gl/stepl.html
2 ( )
http: / /www.mysite. com/funnel_Gl/step2 .html
3 ()
http://www.mysite.com/funnel_Gl/step3.html

, , -
. , ,
.
( ).
1 87
,
, .
. ,
, . , 95 , ,
95 . , (. 8.7).
. 8.7.
- . , ,
.
, , , , , , , ,
, , , (
), , ..
. 8.7 , , , , .. .
", ,
".
S a m Savage, " T h e Flaw of Averages"
www.Stanford.edu/%7Esavage/faculty/savage/Flaw%20of%20averages.pdf
, . 8.7, , , . , , - , , . ,
. ,
, Google
Analytics .
, URL- .
1 88
8.
, . 8.8, ,
. , . , .
. 8.8, , .
, , ,
.
)
. 8.8. ,
- (
Google Analytics) ,
1 89
. , , .
" " 4,
Google Analytics , " " ( ) (Segment)
, (,
. 4.11). , . Google Analytics ,
.
:
, , ,
, . , , .. .
, , , , . , ,
.
:
, ..
-
. , , .
-,
- (Add W e b s i t e Profile).
(Add Profile for a n Existing Domain).
.
. , , , .
(Filter Manager).
-,
. , - , ,
- , . , , ,
. .
190
8.
ROI - (, , ).

, .
; .

, Google Analytics
(Filter Manager).
(Add Filter).
, . 8.9.
. 8.9.
Google Analytics , .
, . 8.2.
"
?" http://www.google.com/support/googleanalytics/
bin/answer.py?answer=55496&hl=ru
8.2.

IP-

IP-
IP-
, , www. m y s i t e . com/helpdesk
: 1 89

, . 8.3. " ?"
http://www.google.com/support/googleanalytics/bin/answer.
py?answer=554 92&hl=ru
8.3.
(Exclude)
(), . . , , Netscape,
, .. , ,
(Include)
(), . ,
/
(Uppercase/Lowercase)

(Search&Replace)
.

,
, ,

(Lookup Table)
(Advanced)

. , (Extract), , (Constructor)
, , Google Analytics . ,
. ,
, j,
.
.
, , . ,
;
. ,
, , |.
1 92
_ I
^ g ?
8.
,
255 .

, ( ) ,
. , IP-,
IP- .
, , IP-,
, , Google. ,
- Google. -, , , .
: , , .
?
. 8.4 8.5 . . 8.4
, Google
Analytics. . 8.5 , Google Analytics, , URL- , ..
8.4.

URI
(Request URI)
URL- ( URL
). : http: //www.mysite. com/
requestURL/index.html?sample=text URI : /
requestURL/index.html?sample=text
. ,
http://www.mysite.com/requestURL/index.
html?sample=text : www.mysite. com
- (),
.

<title> HTML-

(Hostname)
(Referral)

(Page Title)

(Visitor Browser Program)
193
. 8.4

(Visitor
Browser Version)

(Visitor Operating System Platform)

(Visitor Operating System
Version)

(Visitor Language Settings)

(Visitor
Screen Resolution)

(Visitor
Screen Colors)

Java? (Visitor
Java Enabled?)
Flash
(Visitor Flash version)
Flash,
IP-
(Visitor IP Address)
IP-

(Visitor Geographic Domain)
. , aol.
com aol. . uk AOL.

(Visitor ISP Organization)
, IP- . ,

(Visitor Country)
, .
IP-
(Visitor Region)
, .
IP-
(Visitor
City)
, .
IP-

(Visitor Connection Speed)
. IP-
(Visitor
Type)
"" "" ,
Google Analytics
Java
194
8.
. 8.4

1
(Custom Field 1)
.
,
2
(Custom Field 2)
.
,
8.5. ,

(Campaign Source)
, ,
"google".
AdWords, AdWords

(Campaign Medium)
, ,
"organic", "" "". AdWords, AdWords

(Campaign Name)
,
, " ". AdWords, AdWords

(Campaign
Term)
,
, .
AdWords,
AdWords

(Campaign Content)

. AdWords, AdWords

(Campaign Code)
( Google Analytics)
(User Defined)

(E-Commerce
Transaction Id)
1 89
. 8.5
,
. IP-

( E - C o m m e r c e Transaction Country)

( E - C o m m e r c e Transaction Region)

( E - C o m m e r c e Transaction City)
,
. IP-
, . IP

( E - C o m m e r c e Store or
Order Location)

( E - C o m m e r c e Item
Name)
,
. , , ,
123 ..

( E - C o m m e r c e
Item C o d e )
,
. SKU (
)

,
Google Analytics.
-.
, ,
, - ..
, .
, -
-, . , .
196
8.
. ,
, , " " 4.
-
, Google Analytics. , , - HTML- GATC .
.
"", . 8.10, ,
mysite. com.
("\"), ("."). .
. 8.10. -
, -
. ,
|. , mysite\.com|yoursite\.com.

, -, - .. , . ,
, .
: 1 89
,
, , , . , , ,
. ,
. , -
, .
, , , . , , .
. IP-,
IP-, . 8.11.
A d d Fitter t o Profile
i C h o o t e m e t h o d to apply filter to Website Profile
Please decide if you would like to create a newfilteror apply an existingfilterto the Profile.
() Add new Fitter for Profile
OR
Apply existing Filter to Profile
(Add n e w Filter for Profile

I Filter Name:
.Only mysite.com traffic
j Filter Type
I Exclude all traffic from an IP address

IP address :63\.212\.171\.
v
i What do the special characters mean?
}
f c a n c e l " ^ Finish
. 8.11. IP-
IP-?
, IP- ; IP-
. _ s e t V a r ()
. _ s e t v a r () . , , , ( ),
GATC JavaScript.
cookie-
. , .
1 98
8.
, _setVar ()
GATC .
var gaJsHost = (("https: " == document.location.protocol) '? "https://ssl. "
: "http://www. ");
document.write("\<script src=' " + gaJsHost + "google-analytics.com/ga.js'
type='text/javascript'>\<\/script>" );
</script>
pageTracker._trackPageview() ;
pageTracker,_setVar("dynamic");
</script>
, , , www.mysite. com/hiddenpage. htm, , cookie- (24 ) , cookie (
utmv )
. , ^setVar ()
"dynamic". .
IP-
. . 8.12 , . _setVar ()
Google Analytics.
. 8.12.
: 1 89

Google Analytics , ( ).
- . , ,
, , , ,
..
. : , , .
,
, . . 8.13 .
" " .
A d d Filter t o Profile
Choose method to apply filter to Website Profile
| Please decide if you would like to create a newfilteror apply an existing filter to the Profile.
0 Add new Filter for Profile
OR
A d d new Filter tor Profile

Filter Name:
New visitors only
Filter Type:
Custom filter
Exclude
@ Include
Lowercase
Uppercase
Search and Replace
Lookup Table
Advanced
Filter Field
! Visitor Type
Filter Pattern
New
Case Sensitive
Yes
: What do the special characters mean1?

No
. 8.13.

Google Analytics , , . Google Analytics ( , , , , ) (,
, , , ).
, . , , , . 8.14.
200
8.
. 8.14.
,
, Google Analytics
, .
,
. , ,
,
" " (medium = email). ,
, Google ( ).
.
, URL- ( "
" 7). , utm_source, utm
medium utm___campaign, :
(Campaign Name);
(Campaign Source);
- (Campaign Medium).
, Google AdWords, ( , AdWords). , , . 8.15, .
201
Google, , , , . 8.15, .
)
. 8.15. : Google,
AdWords
202
8.
-, Yahoo Search
Marketing, Microsoft adCenter, Miva .., u t m j n e d i u m =
, , . 8.15, ,
Google AdWords. , Google AdWords .
Google AdWords -.

, (Filter Pattern), . ,
:
.
.
( ). ,
. , . , Spain, Netherlands, Germany ..,
Espana, Nederland, Deutschland.
.
. 8.16. ,

: 189
. 8.16 , ,
, .. ,
- . ,
:
http://www.mysite.com/products/shoes?utm_source=July-08%20NewsletterSi
utm_medium=Email&utm_content=text&utm_term=Shoes&
utm_campain=Summer%20Promo
, , , URL- , .

-
, ,
. , , ,
. . 8.17 ,
, , .
Add Filter to Profile
(Choose method to applyfilterto Website Profile
Please decide if you would like to create a new filter or apply an existingfilterto the Profile.
Add new Filter for Profile
OR
Q Apply existing Filter to Profile
rid new Filter for Profile

Filter Name.
Support btog visitors only
Filter Type:
i Include only traffic to a subdirectory

Subdirectory //
I What do the special characters mean? !
. 8.17.
, , . , , "
_ t r a c k P a g e v i e w () " " Google Analytics" 7.

, .
(Profile Settings)
204
8.
(Assign Filter Order). , . 8.15, 8.15, 6, 6.
. 8.18.
, .
; , ,
.
, !
Google Analytics .
, . , ; , .
- . , , ,
.
.
, , .
.
.
.
, .
.
Google
Analytics
...

-

Google Analytics
,
, CRM
.
Google Analytics
- ,
. , ,

-.

, .
,
. Google Analytics
,
.

, JavaScript.
206
9. GOOGLE ANALYTICS
GATC
GATC , . GATC
_ i n i t D a t a ().

Google Analytics
.
AOL
About
Alice
Alltheweb
AltaVista
Ask
Baidu
CNN
Clubinternet
Gigablast
Google
Google.interia
Live
LookSmart
Lycos
MSN
Mama
Mamma
Najdi
Netscape
Netsprint
Onet
Pchome
Search
Seznam
Szukacz
Virgilio
Voila
Wp
Yahoo!
Yam
Yandex
Google Analytics .
, ,
, , ,
.
.
, ,
, , .
- URL-.
, motorcycle URL-:
http://search.bbc..uk/cgi-bin/search/results.pi?q=motorcycle
Google Analytics , GATC:
var gaJsHost = (("https: " == document.location.protocol) ? " h t t p s : / / s s l . "
: "http://www.");
document.write(unescape("%3Csoript src='" + gaJsHost + "google-analytics.com/
</script>
pageTracker._addOrganic("bbc..uk", "q");
207
</script>
p a g e T r a c k e r ._addOrganic ("bbc. . u k " ,
"q")
Google Analytics. , :
pageTracker._addOrganic("__",
"__");
_addOrganic. , Kelkoo
, .
<script t="text/'javascript">
v a r g a J s H o s t = ( { " h t t p s : " == d o c u m e n t . l o c a t i o n . p r o t o c o l ) ? " h t t p s : / / s s l . "
: "http://www.");
document.write(unescape("%3Cscript s r c = ' " + gaJsHost + " g o o g l e - a n a l y t i c s . c o m /
g a . j s1 type=1 text/javascript'%3E%3C/script%3E"));
</script>
var pageTracker = _gat-_getTracker("UA-12345-1");
pageTracker,_addOrganic("bbc..uk", "q");
pageTracker._addOrganic("Kelkoo", "siteSearchQuery");
</script>
Kelkoo (Search
Engine) . , , Kelkoo,
(Keywords). Kelkoo .
t Kelkoo . -
<s>
Google Analytics , Kelkoo, ,

. , ().
' " .

Google Analytics,
. , g o o g l e . . uk g o o g l e . com. , ,
GATC :
pageTracker._addOrganic("google..uk","q");
208
9. GOOGLE ANALYTICS
, . addOrganic GATC google. . uk ( )

.
google. * google; .
, GATC,
, .
pageTracker._clearOrganic() //
//
pageTracker._addOrganic("google.com", "q");
pageTracker,_addOrganic("google.co.uk","q");
pageTracker,_addOrganic("google.es","q");
pageTracker.âddOrganic("google.pt","q");
pageTracker,_addOrganic("google.it","q");
..

GATC, JavaScript ,
custom se. j s. -. - , GATC.
: "http://www.");
com/ga.js' type='text/javascript1%3E%3C/script%3E"));
</script>
<script src="custom_se.js" type="text/javascript"X/script>
</script>
100 www.advancedwebmetrics. com/scripts/. .
/
''
_clearOrganic ()
, Google Analytics.

. , .
209

Google (Google Image Search)
Google Analytics
Google ( h t t p : / / i m a g e s . g o o g l e . c o m / ) - ,
.. , . ,
, , . , , .
, .
h t t p : / / i m a g e s . g o o g l e . /
. URL- :
h t t p : / / i m a g e s . g o o g l e . , u k / i m g r e s ? i m g u r l = h t t p : //www. r u . i s / l i s a l i b / g e t f i l e . a s p x
%3Fitemid%3D6207&imgrefurl=http://www.ru.is/%3FPageID%3D836&h=299&w=448&sz=10
&hl=en&start=l&sig2=a54dUs9R8ntHcoOdMOo
Q&um=l&tbnid=jwwvkKWJlfyT6M:&tbnh=85
&tbnw=127&ei=tF2_RsyAKo2MxAGT_-yQCA&prev=/iniages%3Fq%3D%2522brian%2B':lifton
%2522%2 6ndsp%3D18%26um%3Dl%2 6hl%3Den%26newwindow%3Dl%2 6rls%3DGGGL,GGGL:200617,GGGL:en%26sa%3DN
, ! URL-
prev, , . , Google Google
Analytics, .
1. h t t p : / / i m a g e s . g o o g l e . / Google
Analytics, GATC (
custom_se. j s) .
: "http://www.");
document.write(unescape("%3Cscript s r c = ' " + gaJsHost + " g o o g l e a n a l y t i c s .
com/ga.j s1 type='text/javascript'%3E%3C/script%3E"));
</script>
pageTracker._addOrganic("images.google", "prev");
</script>
2. (Advanced),
prev, . 9.1.
, . 9.1, .
URL- (campaign term) ( p r e v URL) , /images?,
, q, =
&.
21
9. GOOGLE ANALYTICS
(campaign term) = &.
. 9.1. prev
images. google (organic)
. , , Google (http://images.google.com/).
, ,
.

8,
IP-. _setvar (), ,
. IP-,
. ,
, , .
21 1

_ s e t v a r () GATC , , .
: "http://www.");
document.write(unescape("%3Cscript src=" + gaJsHost + "googleanalytics.
</script>
pageTracker._initData{);
pageTracker._setVar("customer");
</script>
, .
- ( ),
. (Visitors 1 Ûser Defined) . . 9.2
, s e t v a r ().
. 9.2.
, _setVar () ,
, . , -
212
9. GOOGLE ANALYTICS
,
. , customer ()
, , . , , , .
setVar () cookie- ( utmv),
- ,
, , customer.
_setvar () , ,
-, . , . _setvar ()
,
cookie-. , cookie- .
(
),
. , , .
_ s e t V a r ()
, .

, setVar () , JavaScript.
. - , , .
, , -.
GATC :
pageTracker._setVar("Automotive");
, , setVar (), cookie-, .

,
.
- GATC. ,
, :

labelVal = 'Automotive';
pageTracker,_setVar(labelVal);
d a t e = new D a t e ( ) ;
d a t e . s e t T i m e ( d a t e . g e t T i m e ( ) + 0.5*60*60*1000);
document.cookie = " utmv="+_udh+"."+_uES(labelVal)+";
expires="+date.toGMTString()+";"+_udo;
21 3
path="+_utcp+";
cookie-, ,
l a b e l V a l , 30 . , , d a t e . getTime (). 30 -
, Google Analytics. ,
, . ,
, _setVar ().
^
^ S ^
GATC , ,
document. c o o k i e , .
GATC :
: "http://www.");
</script>
pageTracker. initData();
pageTracker,_trackPageview() ;
labelVal = 'Automotive';
pageTracker,_setVar(labelVal);
d a t e = new D a t e ( ) ;
d a t e . s e t T i m e ( d a t e . g e t T i m e ( ) + 1*60*60*1000);
document.cookie = "
utmv="+_udh+"."+_uES(labelVal)+";
path="+_utcp+"; expires="+date.toGMTString()+";"+_udo;
</script>
, . 9.2. ,
, -.

Google Analytics
-. , , , GATC . , ,
214
9. GOOGLE ANALYTICS
, ? ,
GATC , -.
-. GATC URL-
, . : , .
.
, GATC - <title> HTML; Apache (. 9.3).
. 9.3. 404 ( ), - Apache
, . 9.4,
Google Analytics.
.
-
, HTTP 1.0,
- (. www. w3. org/Protocols/Overview. html).
2xx
200 , .
201 Created URL.
Location, ,
.
202 Accepted , .
.
, , ,
, .
21 5
- ()
203
204
205
206
Provisional Information.
No Response.
Deleted.
Modified.

.
301 Moved Permanently URL , .
302 Moved Temporarily URL , .
303 Method.
304 Not Modified If-Modified-Since, URL .
4 .
.
400 Bad Request .
401 Unauthorized WWW-Authenticate, .
402 Payment Required .
403 Forbidden .
404 Not F o u n d .
. 405 Method Not Allowed .
406 None Acceptable
.
407 Proxy Authentication R e q u i r e d
. Proxy-Authorization Proxy-Authenticate.
408 Request Timeout .
5
.
500 Internal Server Error .
501 Not implemented .
502 Bad Gateway ,
.
503 Service Unavailable - .
504 Gateway Timeout .
, " E r r o r Page". , URL .

URL URL .
216
9. GOOGLE ANALYTICS
. 9.4.
, . 9.4,
(Top Content)
/Error Page 404/noexisting-page .htm. ( ) URL- . . 9.5
. , , , .. . , , ,
, !
, URL- ,
,
. -
, e r r o r (
. 9.4) (
(E-mail) ). " " 4.
...
217
, , , - , .. . , . 9.5, ,
(. 9.6), (Navigational Summary).
, , (. 9.7).
. 9.5.

-
Google Analytics ,
AdWords.
(Broad Match) AdWords,
Google Analytics
. ,
shoes, , shoes, blue shoes, leather shoes,
gym shoes .. -.
21 8
9. GOOGLE ANALYTICS
. 9.6. ,

. 9.7. ,
/ AdWords, ,
-.
, , ,
.
,
. , (Ad Groups), -
...
219
(Standard or Exact Match),

,
. - , ..
, .
- ,
-,
. , ,
, . , , ,
. 9.8, 9.8, .
1 (. . 9.8, ) .
) , (Referral) ' (\?|&) (q|) = ([ &* ]) '
) (Campaign Medium)
,
) $,

) $ 1 (Custom Field 1).
1, ( ) -
AdWords, Microsoft adCenter Yahoo! Search Marketing q p URL .
1, , . , -
Yahoo! Search Marketing Microsoft adCenter
utm_medium=ppc, AdWords . - AdWords -. " " 7.
1, , , 1, .
2 (. . 9.8, 6) (
1)
(Campaign Term), .. , , . ,
^ Ad Words'^
AdWords (Traffic S o u r c e s ^ A d W o r d s Campaigns), . 9.9. , "companies in crawley"
"companies in horsham" "businesses in
sussex" ( 5 6 ).
220
9. GOOGLE ANALYTICS
. 9.8. 1:
- (). 2:
+ ()
...
221
* . ; * , .
^ S '
, . 9.8, , , . 9.8, .

, . 9.8, , . ( ) (
). ,
Google Analytics, .
, , URL- , , (, ) , . ,
( ),
.
cookie- , . , . , (, 7 . 9.12).
. 9.9. , "
, ( )"
121
9. GOOGLE ANALYTICS
URL-
-
, - -,
, .
Google Ask.
com. Ask
. Ask Google AdWords.
AdWords, - Ask.
com. , .
I
'i s *
AdWords , Google.
. 9.10. -
Google Analytics
- AdWords google/cpc. , , - Ask.com, ,
Ask.com, google/cpc (. 9.10).
-, , Yahoo! Alta Vista, Lycos Excite.
URL- ...
223
,
, (. 9.11).
. 9.11. , -
, . 9.11,
.
) ,
h t t p : / / , /.
) (Campaign Source).
) -
.
, , . ,
, Google Analytics (. 9.12).
, , . 9.12,
-,
.
Google AdWords,
a o l . . u k , l o c a l . . u k , u k . a s k . . u k , v i r g i n m e d i a . c o m , m a p s . g o o g l e . c o m 192 .
com. google.
9. GOOGLE ANALYTICS
. 9.12. - -
L/
,
. 9.8, . (,
) ( ). , cookie- , . . , . 9.12
7 .

( ),
. , . , Google; AOL Netscape. AdWords
AOL, Netscape, Ask, LookSmart Teoma; a Google
DMOZ. .
; www.
o m e g a d m . c o . u k / r e l a t i o n s h i p - c h a r t . h t m
.

Organic
Relationships
Directory
Relationships
2 2 5
Pay-Per-Click
~ pe|atj0ns^jps
Portals
Portals
looksmart
WiseNut
f
l
I
Search Engine
Marketing
HBSII3I3
msri
mirago
Windows Live
Atexa
miucTi
jillHietueb
Portals
Portals
Portals
2007 O m e g a Digital M e d i a

, 5, , , .. . , , ,
, ? ,
, .
226
9. GOOGLE ANALYTICS
. 9.13. ,
. 9.14.

227
Google Analytics
, URL (. 9.13).
Google Analytics, :
http://www.mysite.com/product.htm?linkid=sideMenu
http://www.mysite.com/product.htm?linkid=image
http://www.mysite.com/product.htm?linkid=textbox
, , .
, , (Top Content), ,
, .. index.htm,
. 9.14. , (
. 9.14), , , .

1, - ,
.
.
Google Analytics, Google
, , .
.
, , , , .
<>
(Shawn Purtell) ROI Revolution (www.roirevolution.com/blog/2007/05/matching_

specific_transactions_to_specific_keyword.html)
.

.
1. . 9.15 ,
.
2. . 9.16 , . , .
228
9. GOOGLE ANALYTICS
Add Filter to Profile
Choose method to apply filter to Website Profile
Please decide if you would like to create a newfilteror apply an existing fitter tottie Profile.
A d d new Filter for Profile
OR
Add new Filter for Profile

Filter Name:
Transaction List 1
Filter Type:
j Custom filter
Exclude
Include
1
_ _
Lowercase
Uppercase
Search and Replace
Lookup Table
Advanced
Field A E x t r a c t A
C a m p a i g n Source
Field -> Extracts
C a m p a i g n Medium
( )
SA1-SB1
Output To -> Constructor
Custom Field 1
Field A Required
Y e s No
Field Required
Y e s No
Override Output Field

Case Sensitive
_ . .
Y e s No
Yes N o
. 9.15.
3. . 9.17 , . .
, , . ,
1^ (Ecommerce^>Transaction).
,
, (. 9.18). :

, , GATC JavaScript? ,
229
PDF, EXE, ZIP,

DOC, XLS, PPT , . GATC Google Analytics ,
. ,
,
, .
. 9.16.
. 9.19 ,
, URL-:
www.mysite.com/forwarder. php?file=downloadl.pdf&utm_source=sales&utm_
campaign=first-followup&utm_medium=email
URL-.
forwarder .php
downloadl. pdf
&utm_source=
&utm_medium=
&utm_campaign=
,
,

230
9. GOOGLE ANALYTICS
. 9.17.
. 9.18.
> d o w n i o a d 1 . p d f - a w h i t e p a p e r b y Brian Clifton - Mozilla Firefox
f File
j
Edit
History
~ ;_,
231
Disable A
Bootaiwrks
afa
Xods
Hdp
http://www myste com Torwa
php lie-do
- r c e - s . i " T p a ^ . . f i r s t - r o l o w j p & < j t m ^meai..'-
C * K S E 3 C S S 5 3 Forms - Stages - ! 0 > Mscetaneous - ,
Oufine " , J Resize - j r Tools - i
, Source -
rari
Retrieve whitepaper
C l i c k t h e link t o d o w n l o a d
Optra;
j
..
. a .:
:.:"
. 9.19.
f o r w a r d e r . p h p GATC
<body> ( ).
<body onLoad="var tmp='<? echo $ f i l e ; ?> ' ; i f (trap) {
p a g e T r a c k e r . _ t r a c k P a g e v i e w ( ' / d o w n l o a d s / < ? echo
"$file?utm_source=$utm_source&utm_medium=$utm_medium&utm_campaign=$utm_campa
i g n ') ; window. l o c a t i o n . h r e f =' $file ' " ?>
} e l s e { a l e r t ( ' ' ) } " >
, f o r w a r d e r . php __trackPageview (),

,
. . forwarder .php , .
,
Google Analytics ,
, . ,
f o r w a r d e r .php .
,
.
<5>
, -, ASP, .NET,
CGI-Perl, Python ..
,

Google Analytics
, . , , - .
Google:
( 1).
232
9. GOOGLE ANALYTICS
Yahoo!:
( 2).
Google:
( 3).
,
3. , "" (direct), ..
. .
Google:
( 1).
Yahoo!:
( 2).
Google:
( 3).
():
( 4).
- 3.
, 3
-.
, , , 1 , 1, .

, , , URL . URL- utm_nooverride=l, .
http://www.mysite.com/product1.php?utm_source=sales&utm_
campaign=firstfollowup&utm_medium=email&utm_nooverride=l
Google Analytics utm_nooverride=l,

. , . , URL- utm_nooverride=l , URL-
.
, , ,
AdWords , . -
233
.
, AdWords,
. , URL-
utm_nooverride=l. URL- " " 7.
, AdWords (
), utm_nooverride=l URL- .
URL- AdWords
- :
http://www.mysite.com/product1.php?utm_nooverride=l
URL- AdWords
- :
http://www.mysite.com/product.php?id=l01&lang=en&utm_nooverride=l
** AdWords
-, ' " .
<>
,
( , ), .
( , AdWords). .

, ,
, .. () . , ,
; , . , ,
, "" , , .
, . GATC,
.
1. .
234
9. GOOGLE ANALYTICS
GATC .
v a r g a J s H o s t = ( ( " h t t p s : " == d o c u m e n t . l o c a t i o n . p r o t o c o l ) ?
" h t t p s : / / s s l . " : "http://www.");
document.write(unescape("%3Cscript s r c = ' " + gaJsHost + " g o o g l e a n a l y t i c s .
</script>
function _uGC(l,n,s) (
/ / ,
=
i f ( ! 1 1=="" | | ! | | =="" | | !s | | s=="") r e t u r n " - " ;
var i , i 2 , i 3 , c = " - " ;
i=l.indexOf(n);
i3=n.indexOf{"=")+1;
i f (i > -1) {
i 2 = l . i n d e x O f ( s , i ) ; i f (2 < 0) { i 2 = l . l e n g t h ; }
c = l . s u b s t r i n g ( ( i + i 3 ) , i2) ;
}
return
}
c;
function checkFirst () {
/ / ,
n e w V i s i t o r = 0;
v a r myCookie = " " + d o c u m e n t . c o o k i e + " ; " ;
v a r searchName = " utma=";
v a r s t a r t O f C o o k i e = myCookie.indexOf(searchName)
i f ( s t a r t O f C o o k i e == -1) { / / i . e . f i r s t t i m e v i s i t o r
n e w V i s i t o r = 1;
}
}
function grabReferrer(){
/ / cookie- _utmz
i f (newVisitor) {
v a r z = _ u G C ( d o c u m e n t . c o o k i e , " utmz=", " ; " ) ;
u r c h i n _ s o u r c e = _uGC(z, " u t m c s r = " , " I " ) ;
urchin_medium = _uGC(z, "utmcmd=", " I " ) ;
u r c h i n _ t e r m = _uGC(z, " u t m c t r = " , " I " ) ;
u r c h i n _ c o n t e n t = _uGC(z, " u t m c c t = " ,
u r c h i n _ c a m p a i g n = _uGC(z, "utmccn=", " I " ) ;
v a r g e l i d = _uGC(z, " u t m g c l i d = " , " ! " ) ;
i f (gelid) {
urchin_source = "google";
urchin_medium = " e p e " ;
}
pageTracker._setVar(urchin_tarm);
}
}

checkFirst(); // ,
grabReferrer(); //
</script>
235
checkFirs- () , , cookie- _utma. , , , . grabReferrer ()

, ,
,
. , _setvar ().
, grabReferrer
( ) .
, ,
setvar (),
.
2. (. 9.20).
. 9.20.

, ,
, . 9.21.
.
"google analytics accreditation", "google analytics training".
236
9. GOOGLE ANALYTICS
, , , .
. 9.21. ^ ( )
, _
, first = _ ,
(, ). "-". ,
^ (VisitorsÛser Defined).
, _ , first
= _ (User Defined).
(Output ) (. 9.20)
,
, (Campaign Term).
CRM-
(, , ..), Google Analytics, . , -
CRM-
237
, , . C R M - (..
) , G o o g l e Analytics.
, (
) , CRM-,
.
.
JavaScript < h e a d > H T M L -
, .
function _uGC(l,n,s) (
/ / ,
=
i f ( ! 1 | | 1=="" | | !n I I n=="" | | !s | | =="") r e t u r n " - " ;
var i , 1 2 , i 3 , = " - " ;
i=l.indexOf(n);
i3=n.indexOf("=")+1;
i f (i > -1) {
i 2 = l . i n d e x O f ( s , i ) ; i f (2 < 0) { i 2 = l . l e n g t h ; }
c=l.substring((i+i3),i2);
}
return
c;
function setHidden(f) {
v a r z = _uGC(document.cookie, " u t m z = " , " ; " ) ;
f , w e b _ s o u r c e . v a l u e = _uGC(z, " u t m c s r = " , " I " ) ;
f . w e b _ m e d i u m . v a l u e = _uGC(z, " u t m c m d = " , " I " ) ;
f . w e b _ t e r m . v a l u e = _uGC(z, " u t m c t r = " , " I " ) ;
f . w e b _ c o n t e n t . v a l u e = _uGC(z, " u t m c c t = " , " I " ) ;
f . w e b _ c a m p a i g n . v a l u e = _uGC(z, " u t m c c n = " , " | " ) ;
v a r g e l i d = _uGC(z, " u t m g c l i d = " , " | " ) ;
if (gelid) {
f.web_source.value = "google";
f.web_inedium. v a l u e = " e p e " ;
// AdWords
/ / , Google A n a l y t i c s .
/ / , ,
/ / , AdWords.
f . w e b t e r m . v a l u e = " " ; / / ,
f . w e b _ c o n t e n t . v a l u e = " " ; / / ,
f . w e b _ c a m p a i g n . v a l u e = " " ; / / ,
}
</script>
<form> H T M L -
onSubmit :
<form m e t h o d = " p o s t " a c t i o n = " f o r m h a n d l e r . c g i " o n S u b m i t = " s e t H i d d e n ( t h i s ) ; " >
< i n p u t t y p e = h i d d e n name=web_source v a l u e = " " >
238
9. GOOGLE ANALYTICS
cinput type=hidden
<input type=hidden
<input type=hidden
<input type=hidden
...
..
</form>
name=web medium v a l u e = " " >

name=web_term v a l u e = " " >
name=web c o n t e n t v a l u e = " " >
name=web_campaign v a l u e = " " >
onSubmit,
setHidden ( t h i s ) , , :
<form method="post" a c t i o n = " f o r m h a n d l e r . c g i "
onSubmit="validate();setHidden(this);">
, CRM, JavaScript setHidden ( t h i s ) . cookie- Google Analytics

utmz
_uGC. , CRM-.
\ j L /
^JsS
, CRM-. ,

. .
Google Analytics . . GATC JavaScript, Google Analytics .

Google Analytics,
- . ,
,
.
, .

www.advanced-web-metrics.com/blog.
.
.
, .
.
-
.
URL- -.
239
: .
.
.
.
, Google Analytics
.

-
...
10.
11.
, , , .

-
,
""
,
.
"" ,
.
IV ,

,
. IV
,
,
...

KPI
KPI
KPI,
KPI W e b 2.0
, , Google Analytics,

.
, ,
. ,
,

.
-

-
www.dialektika.com
ISBN 978-5-8459-1480-4
,

-
.
,
, , ,

, .
,
,
,

.

-,

. , ,
,
.

- ,

. , ,

,
,
,
-.

244
10.
(0KR)
, . Google Analytics .
GATC ,
-.
"" .
80 Google Analytics .
, . , , ,
. ,
. , :
" ?"
, , -. , ,
-
.
.
, , , .
,
, ,
, ( ) -
, .
(Jim Novo),
-
(Objectives and Key Results OKR) . , -.
, OKR.
.
1.
2.
3.
4.
.
" " .
OKR.
OKR.
(OKR)
245
1. . -? .
, , PR, , - , , .
, , ,
.
, , . .
, . ;
, .
, , . , CRM-, , - ..
2. " " .
. , -
. , .
, . , , . , ,
, ,
.
, , ,
( ).
3. OKR. .
: " - ?" , .
. ,
. , ;
, .

; OKR .
.
, .
PDF.
()
( ).
246
10.
.
.
( ).
(,
, ..).
, -.
4. OKR.
(
), 10 . 10 , ,
- . , 5-10 OKR.
OKR, ,
, KPI -.
KPI
Google Analytics , . , , ! Google Analytics .. , , . , ,
, . : , -,
, -
, .
,
, , , .. KPI-. -,
Microsoft Excel.
KPI?
-
(Key Performance
Indicators KPI). (Key Success Indicators KSI)
(Balanced Score Cards BSC). KPI
. OKR,
. .
KPI
247
, - , . " ". KPI

10% ( ) -, , , KPI . KPI
;
.
KPI, .
KPI ,
, "" .
.
KPI .
.
KPI , .
,
.
KPI, . ,
: " 10 ", ( / , KPI, . ,
? A KPI, , : " 10%". , . "" KPI, KPI.
, KPI , . ""
. .
- 15 , ,
-, 34 .
10 . . ,
, Firefox.
36 . . , .
, , , . - ""
, KPI.
, KPI, . , , , , KPI.
; (, ) .
248
10.
KPI
KPI OKR.
, . , , , , KPI;
-, .
( , ) KPI
. , - , , .
; , .
, .
KPI - ,
. , .
KPI- ,
- ,
OKR.
10 KPI, 10 OKR. ,
KPI- .
,
, KPI .
KPI- , KPI-.
KPI, .
1. OKR.
. , - , . ,
, KPI -
.
2. OKR KPI.
-, OKR.
Google Analytics. ,
, " ,
", , (Average Order Value AOV) Google Analytics
.
KPI ; .
. 10.1 .
3. , KPI ,
.
KPI
249
KPI : " , 10%?" " , 10%?"

, KPI, ,
. ,
KPI, .
, ,
.
4. 1-.
, KPI- ; ,
. , , , . , ,
( , )
.
5. KPI.
OKR -. ,
"-" , .
KPI, : " ?" " KPI"
KPI. , ,
, KPI.
KPI .
"".
.
.
.
"".
.
6. KPI.
KPI
KPI . KPI
. KPI-
, ,
KPI 10% (
10 KPI). KPI
10%, , KPI.
250
10.
xS^
"
" 7.
10.1. OKR KPI

OKR
KPI

, ,
,
,
,

,
,
mailto:

,
( )
,

,
\
/ KPI,
<>
Google Analytics, , , ,
, , ,
, . , , .
, KPI- . ,
KPI
251
- .
KPI .
KPI
KPI- Microsoft Excel. Excel.
KPI- Excel, (.. Google Analytics). , Google Analytics, , -, "" , .
, , .
. 10.1 KPI-, 10 , -. (
Excel)
, 5%
.
. 10.1. KPI-, Excel

, . 10.1, Google Analytics. Excel ,
,
.
252
10.
\ /
- ^ f J S , . 10.1, www. a d v a n c e d - w e b - m e t r i c s . c o m / s c r i p t s .
-, KPI-,
. 10.1, (SE) ,
( ).
KPI-, . 10.1.
1. 18,7% .
2. 90% - .
3. 5 , ,
.
4. - 24-49% , ,
.
5. - , Internet Explorer, - 17-23 . .
, KPI-.
,
,
.
, 90% ,
, . .
?
- ! , , - ,
. -.
-
, Firefox.
, KPI- . , Google Analytics ,

, , .
KPI
253
<5>
KPI- . -,

, - . , .
(
- ), KPI- . , " " 2.
KPI:
KPI . ,
. , KPI- . ,
.
.
, ,
, : ,
. , ( ,
..). ,
,
, .
, , .
KPI- .
Google Analytics . 4, , Google Analytics ,
. , , , , . , . 10.2 24
- o r g a n i c .
" "
.
, ,
, . , .
254
10.
Dashboard
Visitors
Qytsytew AS Trac Sources s
Medium Detail:
Jan 1, 2007-Feb28. 2007
organic
Comparing to: Site
Overview
Traffic
Referring Sles
SeercJ
KeywonSa
> ASVVoras
Campaigns
A<! Veretons
Content
visits via 6 sources
P Goals
W Ecommerce
S&ael
Hep Resources
( D About tfis Report
(?) Conversion Universe
Views. Q
Avg. Time on Site
(?)% New Visits
00:01:48
84.57%
ate (13 75%)

VIits*
11
25
15
?!
1
2 CO
16
5
150
! I
100
Bounce Rate
65.89%
Ag. 77.17%f$
AvaTi^^Ste
4,'* -59.67S {10.41V

% New Vails *
00:01 SO
3* 2 7 *
65 57*
00:00:52
S2 0 0 *
76 00*
00 00:51
100 0 0 *
21*
00-01:23
100 0 0 *
60 0 0 *
03.00-05
S0D0*
50.00*
00:00 00
100 0 0 *
100 00*
. 10.2.24 ,

, , 8.
, .
.
.
( -).
, ( , ).
, ( , ).
.
, ( )
, ( ).
, .
, .
, .
.
, , , ..
KPI
255
(, , , , , , ..).
( ,
).
. Google Analytics
. ,
, . , KPI-. ,
, . , :
?
'"
, , ..
.
, -
.

, KPI -. , . ,
,
. ,
, , .
KPI , , , , 2, .. : , , .
. ,
, -.

. "
", . , -. .
,
.
1 iU. tUltUIUBMt liUKAdAitJlM cXPVfiftXWBHULIM

/ -.
/ -.
/ ,
.
/ ,
.
"" "". , ,
, , . , -
, .
<>
.
"" , , , .
- ( ).
"" ( ) ( ? ?)
- ?
?
.
.
,
, , , , , ..
.
.
, . , . . ,
-.
KPI
257
KPI
KPI, Google Analytics.
; , ,
KPI. -,
KPI. Google . - : .
- .
-. : ,
( 695 .).
. : ,
(, , ). .
. , .
, KPI : -, ,
(, ) -.
. ,
.
,
KPI Google Analytics.
. .
<>
Google Analytics ( ) .
, , .
KPI- -
-, , KPI,
, () ,
( )
. Google Analytics ,
. KPI .
, KPI .
258
10.
.
.
.
ROI.
.

KPI.

, (
) ,
. ^
(Ecommerce^Conversion Rate), . 10.3.
. 10.3. , KPI

( )
: 0,18%. , . ,
. ( ) ,
. , . ,
, () . 8
.
KPI
259

( ), KPI , . . 10.3
, 1315,99 . ,
.

, .
-? Google Analytics " "
( ) (
). . 10.4, an .
, KPI .
. 10.4, ,
.
. . 10.4, , (Forum) 10
, . . 10.4, ,
,
.. . , Google AdWords ( =
), "" ,
( = ) , , , .
, , .
260
10.
^ Dashboard
A Visitors
Jan 1, 2007 - Feb 28. 2007
All Traffic S o u r c e s
i--
: i-ai v
!1
~Fnwjli
Feari 2.207
All traffic s o u r c e s s e n t 4 , 4 5 1 v i s i t s v i a 9 m e d i u m s
MrrV,'.''
Transacoons
V,sas
4,451
; ''') Convmjon
cow
6)
. 10.4. () ; ()

(ROI) KPI, . , , . ,
( ) Google Analytics, :
R0I = ( - )/
, , AdWords, 2 . -, ROI 100%.
3 . , ROI 200% .. ,
ROI , .
%
R 0 I
. 10.5. ROI
AdWords
KPI
261
ROI , :
. ,
ROI, , , , (. 10.5). (ROI, 0%)
, , ,
(, , ). , ROI ,
. , ,
.
Google Analytics ROI AdWords
: (Campaign), (Ad Group)
(Keyword). . 10.6 .
, ROI . . ,
" Urchin"
(Urchin software), ,
, (Google Analytics) .
. 10.6. ROI AdWords
. 10.6,
ROI, ROI , ROI
KPI
261
ROI , :
. ,
ROI, , , , (. 10.5). (ROI, 0%)
, , ,
(, , ). , ROI ,
. , ,
.
Google Analytics ROI AdWords
: (Campaign), (Ad Group)
(Keyword). . 10.6 .
, ROI . . ,
" Urchin"
(Urchin software), ,
, (Google Analytics) .
. 10.6. ROI AdWords
. 10.6,
ROI, ROI , ROI
262
10.
AdWords 1796,60%. , ,
AdWords, 18 .,
!
( AdWords ROI), . 10.6 ,
ROI (, 12 ).
, ROI .
, .
. , ROI
( ) , . ROI
.

, . 10.6, KPI,
( Google Analytics ).
, , :
=
ROI, . . , . ,
, 100%. ROI,
100%.
, . , . , , ..
. : ,
ROI ( ) , , (. . 10.5).
ROI AdWords.

- ,
. , ,
. , , ,
" ".
. -
KPI
263
, . , .
KPI, , ,
.
. 10.7.
1315,99 .,
(68,16%). , , , - .., .
. 10.7.
: (8).
KPI, , , ,
- , . , -
KPI, ,
, .

KPI
,
? . 10.7 , -
264
10.
.
(.. , ?)
KPI,
. :
=
/
. 10.8 . 10.13 (KPI
).
= 62,50 / 77,20
= 0,81
. 10.8.
.
, 1,0, , .
1,0 , ,
. 1,0 , , .
- KPI , , . , KPI, , .
, 0,81. KPI,
KPI
265
, , ,
, - .., .
KPI
- (
) . :
( ), - ( ), , , ,
.
, ,
, , ROI. KPI KPI . , , ,
, ,
, .
,
KPI, .
. KPI,
, , , ,
.
, ,
KPI .
.
( ) .
.
.
.
ROI .
.
.
.

KPI
(. 10.9). , , , , , ?
. 10.9 ,
(42%),
. 1-,
266
10.
: " ? ?"
, , .
. 10.9 , ROI , , .
i Dashboard
! Visitors
All Traffic
i cxeort*
J a n 1, 2 0 0 7 - F e b 2 8 . 2 0 0 7
Comparing to: Site
S o u r c e s
E3Erasi
toOasMwars ;
Goaf Conversion Rate
Dssct Traffic
Ad Versions
; Reierrog Stes
; Search Engines
| A<V
j VorSs
January 1,200?
; January 8. 2007
: January 15. 2007
January 22, 209?
January 2, 2007
February S, 200?
February 12, 200?
February 19 2067
Campaigns
All traffic-sources sent 4,451 visits via 9 mediums
; 0 Content
I p
Goals
Goai Conversion
' % Ecommerce
: Settings
|
Help R e s o u r c e s
Visits
4,451
Views:: Hi
Ecommerce
Pages/Visit
2.28
. % ot Site TotaS 100.004
Siteto/QL2.28
Medium
%|
Avg Time on Site
% New Visits
(?)
00:02:05
77.20%
Site
Site Avg- 77.17S (6,0344
59,67%
iftefavriuai sc-rtofmance
Bounce Rate
59 67\tO.OOS)
Visits
! (?) Abyyt Report

! Conversion University
i
Common Questions
:
218 49.0%
161
8.
9.
1 2.02%
0 13%
0.07%
I 002%
wee
Fif.C Uedtire
3 62%
90
containing
Show r o * s
io
. 10.9.

, -,
: ? , . 10.9, (Goal Conversion), ,
. 10.10.
. 10.9, . . 10.10 , (
4,6% "" ). , .. , , "" (Forum)
(57% ). ,
- , , ,
-. -
KPI
267
, .
.
,
( , ), , .
. 10.10.
^
'
, ,
(Medium), . 10.10.

, (
).

, - , .
"" , , -,
( ). ,
268
10.
-,
-?
(Traffic Sources).
. 10.11, Google -
. , (paid) (nonpaid). , ^>
(Traffic Sources^Direct Traffic) ^
(Traffic Sources^Campaigns).
. 10.11.
I
t f a j " " ,
AdWords, URL- , u t m _ c a m p a i g n , "
" 7. URL-
-, , ,
.

, KPI .
,
KPI
269
(Goal Conversion), . 10.12.
, Yahoo! , Google (.. Yahoo! ).

Jan 1, 2007 - Feb 28, 2007
Comparing to Site
a. 2307
( St
February
Goal3 Download
Web Data Sources
GoaW Urchin
Purchased
1.33%
0.19%
Goal
Conversion
Rate
, February
2M7
Search sent 2,100 total visits via 7 sources

,-row wrtal < qui I -*
-- Source
Views:
;
Help Resources
Visits
2,100
7 ota; 47.1 w
! fts Report
Goall: Whitepaper
Goai2 Urchin
. ! D o w n l o a d e d
Downloaded
2.33%
Srte m 3.28S
0.76%
{25.S0H}
0.61V
MM.
<-28.5(ft)
; fficaaiKLUGfc!eA
SMWHJS
15.9a4j
^
I fe Qoffimpn Ciiîyu}
; ... 'j:.":!-jr.<':
4.62%
"
Pef Visit
Goal Value
$0.02
5.!-5 H".
( )
CiSi
; i'?) Report fnOer

-
0 DO*,
*
C4
. 10.12.
KPI
,
, .. . , , 50% AdWords
( "google / "), 20% . ,
50% ,
50% . ,
, , , .
, , :
( )=
X / X
Google Analytics .
, . 10.13, ,
^ (GoalsÔverview) (
, 264). 10.13, , ( ).
10.
270
)
. 10.13. (); . ( ) , ()
KPI
271

. 10.2. , , (Show) ( )
(Source Medium) (Medium) . -
- .
KPI .
, 1,0, ,
, . 1,0 , , .
1,0 , ,
. ,
1,0 , 0,1.
. 10.2 .
: Forum, Yahoo! Organic.

: (Referral),
(Direct), Google , Google organic.
: YSM .
10.2. (CQI)
% %
(. 10.13,a) (. 10.13,6)
D
%
(/264)
(/)
Forum
2,02
51
19,32
9,56
Google
4,90
11
4,17
0,85
Google organic
40,84
83
31,44
0,77
YSM
3,62
1,14
0,31
Yahoo! Organic
0,56
1,14
2,04
Referral
73
39
27,65
14,77
0,93
0,91
0,17
Direct
29,59
16,22
2,25
0,38
100,00
264,00
100,01
, 10 , ( Yahoo! Organic;
5 ). ,
. , , , -, , .
272
10.
Yahoo! organic ( CQI = 2,04), ,

, ,
. , Yahoo! organic , Google
organic. .
, ,
< 5 > " " 8.
Google organic CQI? , Google

. , - Google
, .
, , , ,
(, Omega Omega). "" (organic)
Google, . ,
.
ROI
KPI , , " KPI -" . 10.6. .

,
-,
(. 10.14).
, , .
, , .
, . , ,
70% .
,
.

. ,
,
KPI
273
. ,
(. 10.15).
. 10.14.
. 10.15.
. 10.15, , , .
274
10.
(0,83%)
.

setVar () Google Analytics , ( 9),
^
(Visitors 1 ^ U s e r Defined).
(Customers), (Visitor ), . 10.16.
> Dashboard
-.-
UsHtDefined:
Overview
J a n 1, 2 0 0 7 - F e b
Comparing to
28.2007
Nov 3,2006 - Dec 31,2606
3 Emaa , 0c Ada to Dashboard
Map Overlay
Hew vs. Returning
Languages
Visitor Trereftntj
> Visitor LovaSy
> Browser Capabilities
* Netww* Properties
AuguH 20, 2007

"^.Traffic Sources
Content
P
This uL-dfi|ned value sent 521 visits via 2 visitor types
3"/ Visitor
Goals
: W Ecommerce
Settings
j
Help R e s o u r c e s
Goaf Conversion
Visits
521
8.25
Views: | U
Ecommerce
Pages/Visit
Avg. Time on Site
00:04:03
% New Visits
(?'
85.03%
Bounce Rale
1.54%
ôfSfteTotal 36,114, Sit? wg 4 04 (103.9841 Site Avg:51:42 (138.ne S? ;^. ( 3164) Site 50.34* E
Visitor
Psoes/VeS
Ave Time on S<e
443
7 15
00.03:16
100 00%
78
14.51
00:08.32
0.00%
Visits 4f
Bounce Rote
(?) About this Report

f f ) Conversion University
(?) Common Questions
(?) Report Finder
1.
Hew Visitor
2.
Return Visitor
f w . V * v Type
conttrrg
Go
Got' .1
Sw
l w rews
10
045%
7.69%
1
-2 of 2 I t
. 10.16. ,

www. webanalyticsdemystified. com . KPI . ,
, , , ,
. KPI :
= , + /
+
, , . ,
, , ,
,
( ": " 8).
KPI
275
Google Analytics ,
.
^ (Traffic Sources 1 ^ Keywords) ,
(. 10.17, ).
(Traffic Sources^Direct Traffic) (. 10.17, ).
)
. 10.17. , ();
()
276
10.

256 , . , . 10.17, ,
, 3TO"GA Experts" "GA-Experts" .. -.
"experts"
( ) .
" G o o g l e Analytics"
"Urchin Software". "urchin" " g o o g l e " , ,
.
. 10.17, :
( ) = (1097 + 722) / (1511 - 722)
( ) = 81.4 6%
, .
(Goal C o n v e r s i o n )
. 10.17, , KPI,
.
KPI
, .. , -, .
.
, -.
1. .
,
, , , ..
2. .
- ,
( ),
. cnet. com, my spa .
com - , , nytimes . com, ft. com, cnn. com .. , AdSense.
3. .
, - , .. (, , ).
j upiterresearch. com, e-consultancy. com, f orrester. com
.
KPI
277
"",
. , . ,
; . ,
. "" ,
. ,
, , . , , .
- .
- , .
, . ,
, KPI.
, . KPI
.
.
.
( ).
.
.
.
.

, . , , .
. 10.18 ,
2 5 .
, ,
, ,
. ,
, , . , . 10.19 , . , ,
,
, . , , , Google
AdWords ( ""), 20% , Google AdWords ( "").
278
10.
! Dashboard
Visitors
i Map Overlay
i New vs. Returning
j
J a n 1. 2 0 0 7 - F e b 2 8 ,
:: Site >":
Overview
Export" Enaa jg Ada to Dashboard
2007
ori Site
SO ;
Languages
;
j
!
I
j
visiter irenatoq
Vsjar Loyalty
Browser Capeofties
> New
t ork Properties
Defied
S % l * a f f i c Sources
lammy ,
JanuwylB, 2WT
3,579 p e o p l e v i s i t e d this
February 12, 2007 ~ February 19. 2007
29. 2007
February 5, 2007
Visitor
Segmentation
site
; Q Content
; P Goals
; WEcommerce
Settings
(WWWW
4,451
Mfthvwv
3 , 5 7 9 Unique Viwlofs
Visits
Visitors Profile: languages, network locations, user defined
, 10.132
Browser Profile: browsers, operating systems, browser and

operating systems, screen colors, screen resolutions, java
2 . 2 8 Average Pageviews
Resources
! M a p Overlay
Geotocation vsuaftstto;
(?) Conversion University

59.67%
Bounce Rate
77.20%
N e w Visits
(?) Resort Finder
. 10.18. KPI
! 8 8 Dashboard
: 3 Visitors
i Overview
Direct Traffic
Referring SSes
; Search Engines
SSSSSMi
!
All Traffic
J a n 1 , 2 0 0 7 - F e b 28,
Comparing to Site (?)
Sources
: Export - ;; C3 free;: gg toDasft&card
2007
AVQ. Time or. Site
Keywords
Caraeaign
Ad Versions
I) Content
p
Goats
January 1 2007
January S, 3007
All traffic s o u r c e s
January 15.2007
GaiConverSion
Settings
Visits
Hefp Resources
(?) About this Resort
{?j Conversion University
Report Frtger
January 2S. 2007
February 5, 2607
February 12.2M7
. February 19. 2007
m e d i u m s
3?v Meduim z '
WEcommerce
5! Emali
January 22, 2007
sent 4,451 visits via 9
Pages/Visit
Views: I
Avg. Time on Sit<
--
Bounce Rate
59.67%
:02:05
Site -eg 2.28 (8 00(%)0 0\S-te
00-05
Site Avg. 59.674 <0.00*}
ESS - / on Sf.e\ % New Ye? Bounce H?(?
1
1,879
204 /
00 01 AS \ 845.7%
658.9%
2^
U71
2.43 /
00:02:14 \ 695.1%
55 80%
3. ifOQgl
722
225
00:02:32
69 81%
597.0%
4. 2
218
3.22
00:02:02
8211%
371.6%
S. PPC
161
224
00:01 :39
919.3%
614.9%
.
90
2.50
00:02:52
655.6%
4333%
7. f.mei
6
6.17 \
00:0611 / 333.3%
1667%
S.
3
5 33 \
00:00:41 /
33 33%
33 33%
9. VJsb
1
1.00 \
00 00 00 / 100 00%
1000.0%
Fc Measm
j . containing v
""] Go .
Go tc>i
-o.vs 1 v -SstS <
4,451
100 0U4
2.28
Meduim
. 10.19.
KPI
279
<s> " " 8.
KPI,
, . , -,
, .
, ,
, ,
. , , .

( )
, .. _ ,
. KPI,
Google Analytics (. . 10.18 10.19). ,
,
, . ,
. , Flash, . KPI,
, , ,
(. . 10.19).

Google Analytics "" ,
.. , ,
. , ,
Google Analytics:
=
/
- ( ) Google Analytics (,
. . 10.18). ,
(Content^Top Content), . 10.20.
280
10.
Jan 1 . 2 0 0 7 - F e b 28,
Comparing to: Site (5)
2007
Content by 'itte
Content OrWow n-
Top landing Paces
Top xS Pages
Sis Overjoy
Q . Site Searcft
i p
Goals
y 1 200?
This
January 8. 2907
page w a s
viewed
SP Visit this page Arutyze
WEcomroerce
1,613
: jsnuery 15. 3007

1,613
January 22. 200?
Jamrary 29. 2W7
February 5. 2001
February 12 2007
February 19. 2007
times
Content Deta!.' -
Pageviews
Vrtex.Dtiv
Navigation Anaiysis
Navigation Summary
'
WwAj^M*
1 , 2 6 1 Unique Views
How visitors
0 0 : 0 1 : 0 5 Time o n P a g e
Entrance Paths
Paths venters used i o fe- vaur coment
your OHltSrM
Help Resources
3 8 . 6 3 %
Bounce Rate
l ( r j Convtrsffin UrarefSft
3 8 . 6 2 %
% Exit
i <V Reoort Fr.asr

J
L _
$ 1 . 5 2 $ Index
Landing Page
Optimization
Entrance Sources
' Entrance Keywords
. 10.20.
i n d e x . p h p
, , .. .
KPI, ( . 10.19) .
, ,
. , -, (SEO), ""
,
. , , , (,
), .
, (, Alpha).
, - , . , ,
. KPI,
.

-, ,
, KPI
( , ). - -, , " "
KPI
281
7. ,
^ .
1000 =
/ 1000
1000 , . ,
" " ( Cost Per Mille, .. ).
KPI ,
.
, . 10.18,
, 12 1000 .
, KPI
, , () . , 55
, , .
<s>
. 10.21 55 , .
, , . ( , 1 0 %
.)
, external/. "
_trackPageview() " " Google Analytics" 7.
KPI , , . , .
I J
AdSense Google Analytics.

, , , , ? ,
, ,
, - . , (,
282
10.
) -, .
( ):
= /

Google Analytics ,
KPI , . , , (
" ").
Jan 1, 2 0 0 7 - F e b 28, 2007
Top Content
imsi *
Comparing to Site (?)
jgAaato
Paoevews
Content by TSe
Content DrSBown
Top Landing Pages
Too Exit Pages
SSe Overiav
^
Site S e a r c h
JIAaWL^M/ÂVVW
1. 2007
January 8, 2007"external/"
January IS 200? were
Januaryviewed
22. 2007
January
29. 2807of February
5. 2007
6January
URLs
containing
a total
55 times
February 12. 2007
P Goals
Views: : I \ J i.
W Ecommerce
Pageviews
Settings
55
% of Site Total:
0.54%
Help Resources
j ( J ) About this Report
i (?) Conversion University
j ( ? ) Common Questions
j (?)
February 19. 2007
Unique
Pageviews
55
% or a t e Total
0.664
URL
Time on P a g e
(J)
Bounce Rate
% Exit
00:01:23
0.00%
45.45%
Site A*g: Q&01:38

(-15.63%)
Site As*g: 59.67%
Site Avg: 43.93%

<3,47%)
M 00.60%)
Bounce Rat?
%xt
0.00%
37 60%
0 00
00:00:46
0.00%
56.25%
0.06
00:01:44
0.00%
25.00%
0 00
00:01:54
0.00%
42.86%
0.00
00:00:38
0.00%
83.33%
0 00
00:00:34
0 00%
0 00%
0 00
. htm
v : .external'
Site Avg. 1.26

(-98.56%)
00:01:39
;ffi/ . uk
Find URL: : containing
S Index
0.02
Time on Paqe
.'e.K'eâvqeogg'w into w s- m stac-quoe tr
: fffi /extern ' ste* n ix - instaC-qu
i 1
Show rows
V.
1 - Of 6
. 10.21. ,
KPI ^
(GoalSÔverview), . 10.22. , ( ) .
- , (. . 10.21).
,
. PDF- , Google Analytics
. ,
(. . 10.21) . - .
KPI
283
. 10.22. ( )

_setVar () , - (
setVar () " " 9. KPI , :
=
/

(VisitorsoUser Defined).
_ s e t v a r ()
, .

KPI ; KPI
(. " KPI " . 10.14
10.15). , , ,
, .
284
10.
, .
-, ..,
. , KPI
, . 10.23.
. 10.23 , . , ,
-, (.. ) . ,
. KPI -,
(. ":
" 8).
Dashboard
Q Visitors
21
Overview
Jan 1 . 2 0 0 7 - F e b 2 8 . 2 0 0 7
All Traffic S o u r c e s
Comparing tc Site (J)
; Export - .: 2 Ems! ggASdSc Dashboard j

- % New Visits
Direct Traffic
visits
100.%
Refetrng Sites
Search Engines
Keywords
> AdWords
January 1, 2907
Campaigns
Ad Versions
January 8. 2007
January IS. 2007
January 22 2007
January 29 2007
February 5. 2OT7
February i l . 2907
% New Visrts
February 19. 2007 "
All traff!_spurces s e n t 4,451 v i s i t s via 9 m e d i u m s
Content
p Goals
1 Ecommerce
Goal Conversion
VisHs
Settings
4,451
% of Site iota!. 1 eo.ee*
Help Resources
Ecommerce
Pages/Visit
2.28
SHe >wg 2.28 (0.00S)
Avg. on Site
00:02:05
Site
77.20%
002.05 SO.OOSI
Bounce Rate
59.67%
3ite A*o 77.17*10.0341
^ 5 ^ , 5 9 . 6 7 4 (*)
/ New VfffeiX
'? 4
Paqe9M*
Ava Time en Ste
1.
1.879
204
00.01:48
(?) Common Questons
ff <errtf
1,371
2.43
00:02:14
6951%
55.80%
(?) Report Fmler
3.
iaooei
722
2.2S
00 02 32
89 81%
5970%
4.
cue
218
322
00:02:02
82.11%
37.16%
5.
PPC
161
224
00:01:39
9193%
61.49%
6.
Forum
90
250
00:02:52
65.56%
43.33%
6.17
00:06:11
3333%
MR
(?) About the Reoort
8457%
Bounce Rate
\
65.89%
Ci) Conversion UmverMv
7.
8.
5.33
00:00:41
9.
Wsb
1.00
00.00:00
3333%
\
100.00%/
16.67%
/
33 33%
100.00%
Fw
i JWeewm I containing ?>.
. 10.23.
. ,
, - . ,
.
KPI
285

. " KPI ".
. . . 10.15,
, KPI.
,
, . , ? , . 10.24. ,
, . , ,
.
.
. 10.24. ,
, .
21 2007 ..
, . 10.24, ?
0 .
7 .
, .
: 0 , , .
286
10.
.
(87,96%)
, ( ,
, ,
); 107 (2,40%) , 61 , 72 8-14 ..
, , , .
.
:
7 ;
7 14 ;
15 .
, ( ),
.
, , ,
, "0 ", ( ), . , , ,
, . -
. . , ,
.
, , . . 10.23,
, KPI.
8 ScanAlert 2007 (www.scanalert.com/site/
<tr>
en/certification/moreinfo/?interest=windowshopping2007), , , 34 19
, , .
KPI -
- ,
-. , , ..
. , . - -
: "?"
KPI
287
KPI - , .. ,
. ,
, ,
, ,
.. .
KPI - .
, .
, ()
.
, MS Internet Explorer.
, , Windows.
, ,
.
, .
, .
.
,
, -
.
- , .
^ (VisitorsÔverview)
(. . 10.16).
.
.
.
.
, .
2 (" "),
.
( ).

, , KPI .
, . ,
, " " .
288
10.
, , (Visitors^Languages) (. 10.25).
,
. , (en-gb) (en-us). , , , .
, .
= 86,8%
. 10.25.
. 10.25 , ( 87%).
,
(Goal Conversions). ,
( )
,
( ).

en-gb en-us, en-us, ,
. , Google Analytics
U.S. English.
U.K. English.
KPI
289
, (. 10.26).
, ,
. ,
, .
. 10.26. ( )
www.
internetworldstats. corn. http: //
www. internetworldstats .com/stats7 .htm, 31,1% ( 2007 ).
, MS Internet Explorer
- (Internet Explorer, Firefox, Opera, Netscape ..)
- -. ,
, , . ,
Microsoft Internet Explorer ( 80% ). (, )
290
10.
, , Internet Explorer, .
- -, ,
,
. KPI ^ ^ (Visitors^ Browser
CapabilitiesOBrowsers), . 10.27. , ,
- MS Internet Explorer Firefox ( 50:50). ,
(Goal Conversions). , MS Internet Explorer Firefox.
, , , .
. 10.27. ,

, Windows
-, (Windows, Unix, Mac ..) - -, . , , .
KPI
291

, , Internet Explorer ( 20%), , Internet Explorer
( -),
25% , - ( ) .
, Internet Explorer, ,
,
. ,
, , - .
. 10.28. ,
,
, . , , , .
, ^ ^
( V i s i t o r s ^ B r o w s e r C a p a b i l i t i e s ^ O p e r a t i n g S y s t e m s ) (. 10.28).
292
10.
,

- 800x600? LCD 1280x1024,
, . 800 , , , . ,
"" 150-200 .
,
, . ,
800x600,
. ,

, . ,
, ,
, .
. 10.29. ,
, , 1 ^ ^
(Visitors^Browser CapabilitiesOScreen Resolutions) (. 10.29).
KPI
293
KPI- , .
(, , ). , , :
800x600
800x600
800x600
, ,
, , .
<5>
Google Analytics , , JavaScript cookie. iPhone, BlackBerry Nokia

JavaScript. ,
JavaScript cookie-.

, , -, -
. , .
,,* w w w .
^ b s S i n t e r n e t w o r l d s t a t s . c o m . , h t t p : / / w w w .
internetworldstats. /dsl. htm , , , . ( 2007 ).
, Akamai and Jupiter Research

, -
4 (www.akamai. com/html/about/press/releases/2006/
press_110 60 6.html). , SciVisum (www. scivisum.
.uk/report/malefemale2006/index.htm), , 78% -
294
10.
, -.
, " " - .
^ ^ (Visitors^Network
Properties 1 ^ Connection Speeds) (. 10.30).
, . , DSL, Cable, 1
(. 10.3).
. 10.30.
: DSL, , 1,
( ): , ISDN
10.3.
DSL
Digital Subscriber Line ( )

DSL ( )

( )
T1
KPI
295
. 10.3
( )
Optical Carrier 3
( )
Integrated Services Digital Network ( )
ISDN
Google Analytics
IP-
IP-. .
, -, , IP-
IP- .
, . , .

, - .
:
=
/
" " 9.
GATC . Google Analytics
, URL- . ( C o n t e n t s Top Content)
(. 10.31).
, 10.18 10.31
-, 0,27%. , , ,
. , KPI
0,1%.
296
10.
. 10.31. ,
KPI
, , .
-, .

, , , -.
.
KPI
(Content^Site SearchoOverview) (. 10.32).
KPI .
, (56,35%).
, (1,99%).
,
(51,94%).
KPI
297
. 10.32.
, (19,12%) ( ).
(00:01:49).
,
(1,21).
KPI
, , , .
, , , , ? , , ..?
=> (Site SearchÛsage) (. 10.33).
, . 10.33, ( , (Revenue)).
. :
51421,00
/ $392 =
3,63
, , ,
, ,
. KPI, ,
-.
298
10.
. 10.33.
,
( ) , . , Visits With Site Search (
) ,
(Revenue), , (Bounce
Rate). , ..
.
KPI , , "" , . 10.34.

, , "" URL-. (. 10.34)
"" . _ t r a c k P a g e v i e w ( ) ,
7.
. 10.34 .
"" ( ), - 67% , .
, -, "" -
KPI
299
, , , , .
. 10.34. ""
, 408 "" 3,72%
. KPI. ,
, :
"" = "" /

KPI
KPI -, ,
.
1. , , (. . 10.3).
. ,
. .
2. "" ( PDF-)
10 ,
300
10.
(. . 10.2).
(AdWords) (. . 10.4).
. "", , .
. (AdWords ), .
. , Google
, .
3. -, , (. . 10.7, 10.8). , .
. - , .
4. , 77% (. . 10.14
10.15).
. .
5. , ,
, , (.
. 10.26).
. .
6. (. . 10.31) ;
0,27% .
.
50%, 0,13%.
7. 56% (. . 10.32).
. ,
.
, KPI .
.
,
, .
KPI Web 2.0

Web 2.0 , ' (Tim O'Reilly) ( www. o r e i l l y n e t . c o r n / l p t / / 62 2 8 www. o r e i l l y n e t . c o m / p u b / /
o r e i l l y / t i m / n e w s / 2 0 0 5 / 0 9 / 3 0 / w h a t - i s - w e b - 2 0 . h t m l ) . ,
Web 2.0 .
KPI WEB 2.0
301
Wikipedia, "Web 2.0 , , - . ,

Web 2.0
".
, , Web 2.0,
Web 1.0, , .. JavaScript
XML. , Web 2.0 - , , .
Web 2.0, , , .
Web 2.0 Ajax (
JavaScript XML). LAMP DHTML, Ajax , , JavaScript, XML, XHTML CSS. Web 2.0 Flash. Ajax, Flash 10 ,
,
XML.
: Adobe Flex, Adobe AIR Microsoft Silverlight.
Web 2.0
- Web 2.0 RIA
.
Google Maps: h t t p : / / m a p s . g o o g l e . com (Ajax)
Google Mail: h t t p : / / m a i l , g o o g l e , com (Ajax)
Yahoo Mail: h t t p : / / m a i l . y a h o o . com (Ajax)
Google Docs: h t t p : / / d o c s . g o o g l e . com (Ajax)
Tafiti (Microsoft): www. t a f i t i . com (Silverlight)
YouTube: www. y o u t u b e . com (Flash and Ajax)
Fox Movies Trailer Library: h t t p : / / s i l v e r l i g h t . n e t / f o x / (Silverlight)
:
- (Rich Internet Applications RIA).
Web 2.0?
, - Web 2.0, , , . -
, -
302
10.
, .
KPI, .
, h t t p : / / m a p s . g o o g l e . com
( ", ").
, .
Satellite ( ) Terrain ( ). ,
, .
Google Maps , - Web 2.0.
, JavaScript .
, . ,
JavaScript .
( , ..) " " .
(URL- ; -
.) -
Web 1.0 , .
Google Maps , HTML, , , (,
) . ,
KPI
-, RIA-.
- Web 2.0 Google Analytics.

. 7.
Web 2.0 , . ,
, Google Maps, Yahoo! mail YouTube. ,
"" .
, , .
, YouTube, . 10.35.
, , .. . , .
Web 2.0, RIA-, KPI. , , . , , ,
, ?
KPI WEB 2.0
303
. 10.35. YouTube
( ) " KPI ". RIA- .
, KPI Web 2.0 .
.
.
.
.
.
KPI (. 7), KPI.
, ,
, , .
, , , "", "", "", "", .
, .. ,
, , , , , .
304
10.
KPI
,
, , .
KPI- .
KPI - (Web 2.0),
. ,
KPI , .. , , ,
. ,
( ) .
.

KPI .
KPI OKR , .
KPI , .
KPI .
Web 2.0 RIA- KPI.
...
-

-

Website Optimizer
,
, .
Google Analytics
-

,
.
,
-
. ,
, ,
Google Analytics. ,

-
3 I 11.
-
, ,
. , , URL- ,
,
, .
? - , ?
,
- . Google Analytics , . , , .
$.
(Top Landing and Exit Pages).
(Funnel Visualization).
$
$ " : $" 5. ,
, :
$ = ( + )

/ -
, ,
, .
, ,
, $. ,
. $
.
>_
- $, . " " 8.
$ -,
^ (Content^Top Content) $ ( ). ""
. , , , ,
. ,
307
$. .
, . 11.1.
. 11.1. $;

$, "" (
$) . .
, , " " $,
, , .
, "" " ". ,
, , .
, . , . ,
, $.
, ,
-. , .
3 I 11.
(Content Detail), . 11.2, .

(Navigational Summary) (. 11.2,6).
, ,
.. .
(. . 11.2, )
(Entrance Path) (. 11.2, ). ; , , , .
JOOMLA 1.5

..
www.dialektika.com
ISBN 978-5-8459-1509-2

- Joomla 1.5.
,

, ,
.

Joomla 1.5:
,

,
,

,
,
.

,

-.
3 I
11.
,
. .
, ,
. , , ,
. , $, ?
-,
, . ,
; . , ,
: " Flash",
( " Website Optimizer" ).
.
, .
^ $ , .
.
$
. , , ,
!
\ i /
<>
? ,
$ ,
.
,
- , .

. : , ? , , , ,
, .
, .
:
$ .
( ), , .
311

, (. 11.3).
. 11.3.
; ,
, ,
. ,
, . , ,
.
, , , , .
5 I
11.
URL- ( , , 50%) . , . 11.2, .

, (. . 11.2, )
, "" (.. ) . , (.. ).
, , (Landing Page
Optimization), (Entrance Sources)
(Entrance Keywords).

, , , , ,
.
. 11.4.
. 11.4.
, .
.
.
(SEO).
- 31 9
, . 11.4,
(direct)
. , ,
. ,
. , (
" ").
( d i r e c t ) ,
( ), , , ,
.
, , " " 7.
. 11.4 . 5, YSM
, - Yahoo! Search Marketing. ( )
(URL- ). , ,
. , ,
, , . ; ,
?
SEO, ,
. , Title () Description
() ? - ,
? ,
" " "". ? ?
,
.
. ,
, , ,
(
). ,
314
11.
^- (Traffic Sources^Referring Sites).

,
, - (. 11.5). - . , ,
.
.
. 11.5. -
. 11.6.
-319

(Entrance Keywords) , , ,
, () . ,
: , , (. 11.6).
, ( 50%) . ,
- , , ( ).
.
, . 11.6 3 google a n a l y t i c s
t u t o r i a l , ,
Google Analytics, . , ,
, , , .

5, , -,
.
, (
)
, , .
!
,
. 11.7, ( - . 11.7.
) ( -), , , , -
, , ..
\jL/
^S^
2007 Online Retail Checkout (www. e - c o n s u l t a n c y . com/

p u b l i c a t i o n s / o n l i n e - r e t a i l - c h e c k o u t - 2 0 0 7 ) , , , 60%. 1 2 % , .. "". 4 8 %
. ,
, , ,
.
11.
1)
(
, ,
..)
2)
( )
3)
(

)
4) (
)
htm!
4
5)
(
)
6) (
)
html
1
I

(
)
. 11.8. -
. 11.8 -. , . ,
. , ,
, . ( www.
sterling.dk . -
.) , :
" ".
31 7
. 11.9 , Google Analytics.
. 11.9. (
)
3 I 11.
-,

1. . 11.9 0,30%! , 99,70% . ,
- .
N ' /
<5>
, ,
, ,
- . , Forrester Research 2007 , - 2 - 3 %
. , , , , 9 7 % , ? , , , :
.
2. , , , .
, . , !
, ,
. , 5 ( )
, .
3. search t e x t .
asp. (, , ).
30% .
4. 1 ( 2) 60%
; (13,313)
. , ; .
5. " " ( 3) 83% , (60%)
.
6. ,
"" 6, .
725 , ,
, 80% (570 ) ;
.
, , . 11.7, , . 11.10,
,
.
31 9
. 11.10. , ,
"
"
, . 11.9,
, , . , ,
, . -
; , .
, , , -. , - ,
, ,
. . , 3 6,

. .
.
3 ( ) , - , .
, .
, .
, ,
.. .
.
6 ( ) . , ,
( , -
3 I 11.
, , " X Y").
, .
(Submit),
, , .
, .
(Back),
. , , .
, . , ,
.
.
(Amex, Visa, MasterCard) .
. ,
. . , ,
. ,
.

, .

American Express
34,37
15
Diners Club
300 305, 36
14
Carte Blanche
38
14
Discover
6011
16
EnRoute
2014,2149
15
JCB
16
JCB
2131,1800
15
MasterCard
51 55
16
Visa
13,16
,
, ,
.
6 . , , , , . .
321
3. , , .
, 6, , , , . , 9,
.
4.
.

, , , . ,
, ,
"" : " , ".

. , , (0,3%)
. ,
.. .
-.
; - , .
, ,
. - ,
, , - .
, , , (
-), , ""
(.. , ) .

vH^
" " ,
" ". , , .

, (). - ( ) ,
322
11.
, .
, , Google.
, Google Yahoo!,
, .
KPI " KPI " 10. (. . 10.32),
,
. , ( ,
, ) , ,
. ,
" ".
(Site Search Terms) . 11.11.
. 11.11. ,
, , , , (Goal
Conversion) (Ecommerce). (Per Search Value) (. 11.12).
323
, . 11.11. , , -, ,
. , , " " .
, "" " X"
.
, ,
.
. 11.12.
$, 5. $
,
,
.
. ,
, ? , -. ,
-.
11.
: , , , ? ,
^ ^ (Content=>Site SearchÛsage).
Overview
3 8 Dashboard
Q, Visitors
%Traffic S o u r c e s
Site Search Usage

Export : C3 EKVSil : te
Oct 1 , 2 0 0 7 - O c t 3 1 , 2007
/ s
Overview
Top Co ntent
V/
Content by Tile
Content OriMown
Top Landing Pages

Top Exit Pages
ate Overlay
October 8. 2O07
October 1.2007
/ ^ V
October 15, 2007
October 22, 2007
1,167 visits from 2 visit types

Goaf Conversion
Visits
Views:
Ecotnmerce
Pages/Visit
(?)
Search Terms
1,167
3.98
Start Pages
% Of Site Total-100.00%
Site Avg: 3.98 (0.00%)
Destination Pages
Vis Type
Avg Time on Site
00:02:02
i Bounce Rate
Site A. g 0 0 * 2 8 2 to 00%)
v-
visits
Categories
% New Visits
Bounce Rate
85.60%
49.44%
Site Avg- 85.60% (0-00%)
Site Avg. 49,44% (0,00%)
st Type contribution to tot: Visits
50.734
P Goals
W Ecommerce
I Visits Without Site Searc
61.57%
49 27%
I Viste Vvifr. Site Search
37.67%
5073%
Settings
Help Resources
f?) About this Report
(?) Conversion University
Common Questions
49.27%
(?) Report Finder

Fe Veil Type
containing
Show raws 10
I - 2 of 2
. 1 1 . 1 3 . ,
. 11.13 , , , (50,7% 49,27% ). , ,

(37,67%). , .
>
<5>
, , . ,
, ? -, , , ,

, Google. .
325
,
. 11.14. , .
:
= /
100
:
= +
:
= + / +
:
= / * 100
:
= + /
. 11.14.
.
. 11.14, , ,
"" (.. ), , .
3 I 11.
, - ( ,
)
. , :
= (
- ) *

-, . 11.14 10.32, :
= ( 2 . 2 3 - 0 . 5 1 )
759 = 5 1 3 0 5 . 4 8
-
.
, , 80%
-.
..
, ?
, .. .
. , , , . Yahoo! . ,
.. , (,
"" - -), , , ,
, . , .
, , .. . , ,
" ", ,
" KPI -" 10.
. 11.15.
//_.
Excel ,
-.
-, ,
. ,
, , ,
. , , . ? PDF-?
?

GOOGLE WEBSITE OPTIMIZER
www.dialektika.com
ISBN 978-5-8459-1542-6
,

.

,
,

.

,
" ".
10
-
.

,

.

, ,
,

Google Website Optimizer.
30
,

-, 250
.
3 I 11.
( , "
" organic), (
),
, ( ,
myspace. com, , ..).
, . Google Analytics .
(SEM), , .
( ).
( ).
SEO ( ) ( ).
AdWords (
).
AdWords ( ).

SEM, .
. (, "") . ,
-
. (, " ")
.
, , , . , , Google
AdWords Keyword Tool (https : //adwords . google. com/select/KeywordToolExternal),
Yahoo! Keyword Assistant Tool (http: //searchmarketing. yahoo. com/en_GB/rc/srch/
introlOl.php) Adlab Microsoft (http: //adlab.microsoft. com).
, , , . , ,
, ,
. ,
. ,
"tap" "holiday", "faucet" "vacation" .
329
"" , Google Analytics , . ,

- , ,
, .
, ""

^ (Traffic Sources^Keywords)
, ,
, (. 11.16). ,
(non-paid) (Show),
. ,
. "" ,
, ,
-. , .
. 11.16.
3 I 11.
, , , ,
. ,
, ? , , , "" . ,
, .. " " . ,
-,
.
(. 11.16)
. , , . , ,
^ (Traffic S o u r c e s ^ S e a r c h Engines). , ,
.
,
, , ,
. ,
-. 10 ( " KPI ") , .
Google Analytics
, -.
, -, .
(Site Usage),
. (Per Visit
Value) " ".
(Site
Search) . ,
,
. , , , ""
.
,
. , - ,
. , ,
331
,
" ", "", " "
" ". - .
( )
, , ,
( ) . , , .. ,
(Traffic Sources)
AdWords. (Campaign),
(Ad Group) (Keyword) , ( ), .. ,
,
, , .
, Google Analytics
. , , , , ,
, , , " ,
".
-?
Google Analytics , - . , ,
, .
AdWords, .. ROI
AdWords.
, , , () AdWords,
. ,
(ROI) , .. . Google Analytics , ,
. ROI:
ROI = ( - )
./ * 100%
ROI .
3 I 11.
ROI 500%, , 5 . , AdWords. ,

100 ., 600 ., ROI :
ROI = (600 - 1 0 0 ) / 1 0 0
X 100% = 500%
, , ..
( ) 50%, ROI 200%:
0 1 = ( / 1 0 0 - ) /
100%
, 200% ( )
AdWords, ROI. , , ,
? ,

.
'
ROI , . -, .
( ROI) , .
, (),
:
= * / 1 0 0 / 1 / 1 0 0 + 1
= 150%, 33%.
. 11.17.
= ($49 0.33) / (1.5 + 1)
= $6,47
, ,
49,00 .
, (),
. Google Analytics
"sussex builders" (. . 11.17).
=
* ( /
= $ 6 , 4 7 ( 6 , 5 2 / 100)
= $0,42
100)
333
. 11.17. AdWords
"sussex builders" ()
AdWords 0,42 ., , 1,5 . .
, (), AdWords, , .. ,
.
AdWords Quality Score.
,
AdWords. AdWords,
150% . Google Analytics
, ROI = 657%:
ROI = (49 - 6.47) / 6.47 * 100%

,
, Excel (. 11.18).
^ A d W o r d s ^ A d W o r d s (Traffic
S o u r c e s ^ A d W o r d s C a m p a i g n s ) ,
. A d W o r d s Google Analytics
CSV- ( ).
, AdWords . , . 11.17 (Site Us-
age), (Goal Conversion), (Ecom-
merce), (Clicks), CSV-. Excel.

: (keyword), (average value)
3 I 11.
(e-commerce conversion rate); .

, . 11.18, ( 2)
ROI ( ), F .
1
2
3
4
5
6
7
8
9
10
11
12
13
14
IS
#
Profit Margin %
ROI (gross profit) %
www.mysite.com
AdWords Keywords
July 1 . 2 0 0 ?
July 31. 2007
33"
150*
# Table
#
4
4
Keyword
Visits
Average Value {$}
sussex builders
138
builders in s u s s e x
52
builders sussex
1
49
55
34
Ecommerce Conversion Rate C P A m a x {$) 1 C P C m a x ($) 4

0.065217391
6.468 0.421826083
0.01 .
7.26
0.0726
4 486
0.2244
0.05
. 11.18. Excel
%.
Excel www. advanced-web-metrics. com/
<> scripts.
, , .. , ROI, . , , .. .
, ,
. .
AdWords .
Blue suede shoes
Go out on the town in style.
High quality at online prices
mysite com/shoes

(shoes )
: shoes,
fun shoes, blue suede shoes, turquoise
suede shoes, fancy dress shoes, stylish
suede, shoes, stylish shoes
, , ROI, ,
, , .
, ,
( suede shoes)
( ).
AdWords .
SEO..
I Blue suede shoes
j Go out on the town in style
High quality at online prices
rnvsits
; Go out on the town in style.

. High quality at onlme prices.
m y s i t e

(suede shoes)
: blue
suede shoes, turquoise suede shoes,
stylish suede shoes

(shoes )
: shoes,
fun shoes, fancy dress shoes, stylish shoes
c o n v ' s h o e s
1 Stylish suede shoes

.
335
AdWords
, , , , (
, ),
. , . .
SE0 (
)
, , .
, , .. , , ,
.
.
,
, : URL- . , AdWords , .

URL-. AdWords ,
- (. " " 7).
,
, , .
,
. .
, , .. .
, SEO,
.. .
336
11.
robots. txt
robots. txt ,
-. r o b o t s . t x t
, -. r o b o t s . t x t ,
, :
User-agent: *
Disallow: /offer_codeX
Disallow: /offer_codeY
.
r o b o t s . t x t www. r o b o t s t x t . org.
SEO
,
(.. ).
, , ,
. , ,
.
, , .
,
,
. . ,
. , , .
Google Analytics
.
^ (Traffic Sources^Key
words) , .
^ (Content^Top
Landing P a g e s ) ,
(Entrance Keywords)
(Landing Page Optimization).
, , .. , . ,

. ;
( ),
, .
SEO...
337
, , .
,
, , .
> i ,
<>
, . , , ,
, . ,
, $ , . .
,
, . ,
, , :
"classic alpha romeo model car";

"replica model alpha romeo";
"classic alpha romeo toy car".
, ,
:
"model cars for purchase";

"classic toy cars for sale";
"scale model cars to buy".
, 5 - 1 0 ,
(
). ,
. ,
10 ,
, .

^ .
,
(Content Detail), .
,
. - .
3 I 11.
, , , ,
. , URL- . , ? , .
URL-
. , ?
, , , . ,
( 200 ) ,
, , .
.

- , , , Word TextPad.
, , , GIF, JPG PNG , Flash. , ,
. - , - . ,
, ,
.
. . ,
, Flash, . , a l t ( ) ,
,
.
.
HTML CSS ,
Flash.
, , ,
200 "" ( HTML). -
SEO...
339
. , " ", : <hl>Ham
</>.
, ,
t i t l e d e s c r i p t i o n . , :
< t i t l e > I I o K y n a f i T e K o p n o p e n i i H < / t i t l e >
<meta n a m e = " d e s c r i p t i o n " content="KoBpHK
. " / >
title . , ,
, . title ,
, , , title
(.. SEO).
, ,
, (Add to Cart).
.
1. ,
.
2. .
2 , 1 ( "
Website Optimizer" ).
.
.
().
, ,
, ,
. ,
. 10.
, ,
,
. , ,
.
, : !
3 I 11.
SEO-
,
.
(, CSS
), , , , .
,
.
, ,
, . , ,
, !

; , .
10 , .
1. ; .
2. ,
, .
3. , .
4. - 5-10 .
5. , , . , :
, .
6. HTML- < t i t l e > .
7. , .. HTML- <>.
8. , Flash
.
9. r o b o t s . t x t ,
.
10.
. , .
I /
, SEO.
. (
), , , -.
(Bill Hunt) (Mike Moran),
Search Engine Marketing Inc. (IBM, 2005).
SEO...
341
AdWords
5, AdWords Google Analytics
(Keyword Positions) (. 11.19). ; , 1, 2, 3
.. ; 15 . .
. 11.19.

1 [ 2-4]

[, , ,
, ]

3 I 11.
[ ] , , ,
.
, , : ,
, - . ,
, ,
, , .
, , /
,
, .
,
. , , , .

, TpacJWKaÂdWords^KaivinaHHH AdWords.
(
, )
, , ,
.
, .
, ,
AdWords, . 11.20.
.
Google
AdWords % J
: Campaign Summary > services > Bidders services > Edit Keyword Settings
Edit Keyword Settings

: This optional feature helps you track individual keywords and their costs You may enter individual CPC bids or destination URLs
j for any keyword Fields left Wank will take the default ad group CPC or URL. To enter an entire list of keywords URLs and bids all
at once try the Edit Keywords and CPC page
Default bid:
USD $ ;050
; Max C P C
. 11.20. AdWords

. - :
SEO...
343
, . , , ,
.
. , ( ) -,

(.. ).
,
, .. ,
. ,
. , " " (blue suede
shoes), ? ("
" .)
. 11.21. ( )
- , , . ,
" " (blue suede shoes) , .
11.

(. 11.21).
,
Google Analytics
AdWords, . , ,
AdWords "blue suede shoes" (
) , 4, (.. ). ,
, .
, "blue suede
shoes" ( ) , Google Trends: http: //trends.google. com. . 11.22, , , . 4

.
Goc
s h o e s
r e n d s u p .
mus,c download
I S e a r c h Trends j
You compare searches by separating v
Trend hrstory
shoes #music download

; Sea-fdi volume
. 11.22.
Google Google Trends

,
. , , .. ,
. ( 25-30%), .
, ,
, . ,
SEO...
345
( ) ,
-.
Google ,
( ,
), . , , , , .
,
, ""
. ,
, .
AdWords.

, , ,
.
:
= ( +
) / X
. 11.23. AdWords
, ;
. , . 11.23 , ("sussex builders") 4-6.
3 I 11.
AdWords
. , ,
1-3. (Revenue)
( (Position
breakdown)), .
AdWords
, , . , 2 (" "),
, , . ,
, - ,
. , , .
: ,
; ,
; , 17:00 1:00; , URL- ,
,
.
, .
^ (VisitorsOVisitor Trending) (. 11.24).
, ,
,
, ( ) . ,
. , - 2
; ,
.
, - ,
, . , , , , , .
. 11.24, , ,
( 0:00 7:00) , , (14:00-17:00).
, , .
^ (E-Commerce 1 ^ Total Revenue).
, ; , . . 11.25
, AdWords
SEO...
347
(Ad Scheduling). , . , 1,00 .,

120% , .. 1,20 . "" ,
, .
. 11.24.
3 I 11.
Suamatv > Shoes > Edit campaign settings > Ad Scheduling

Ad Scheduling
Edit days and times and watch the schedule update. When you are satisfied with the schedule, click 'Save Changes' to
activate Ad Scheduling. To adjust your pricing during any time period, switch to advanced mode. (You can always switch
back)
Ads are active on green squares, paused on grey squares
Bulk edit all days, weekdays, weekends
Monday
7 00 - 18:00
Edit
Tuesday
7 00 - 18 00
Wednesday
700 -18 00
Edit
Thursday
7:00 - 18:00
Edit
Friday
700 -18 00
Edit
Saturday
Paused al! hours
Edit
Sunday
Paused atl hours
Edit
12 hour clock | 24 hour clock
800
12:00
16:00
20:0
3:00
12:00
16:00
20:00
S a v e C h a n g e s j j Cancel j
= Running j | Paused
Time zone for al statistics in this account: (GMT+00:00) London. Learn more.
. 11.25. AdWords

,
,
. , ,
. AdWords . , ,
AdWords.
Google Analytics .
Google Analytics AdWords, , , AdWords, ,
Google Analytics.
(, ) ,
Google Analytics
AdWords. Google Analytics,
GATC (. " Google
Analytics" 6).
SEO...
349
AdWords
- AdWords ,
, ? ,
" ", " " "
"? , , . , . ,
: . ,
, .
,
. Google AdWords , 20% .
Google Analytics. : AdWords , , ..
, .
<>
,
AdWords. CTR ( ) . A d W o r d s http: //adwords.
google.com/support/bin/answer.py?answer=21388.
. 11.26
.
Stylish suede shoes
Go out on the town in style
High quality at online prices.
raysite.com/shoes
Suede shoes
G o out on the town in style
> corn
Turquoise suede shoes

G o out on the town in style
mysite com/shoes
Blue suede shoes

Go out on the town in style
mysite com shoes
. 11.26. AdWords
Google Analytics AdWords,

. -
11.
, AdWords (. 6).
,
Yahoo! Search Marketing Microsoft adCenter, URL , " " 7. ,
utm_content.
. 11.27, "Stylish suede shoes" (" ") AdWords

( AdWords ). .
(Site
Usage), (Goal Conversion)
(Ecommerce).
Eh Visitors
ESE3339I
A d Versions
:
: Expert' "
May 1.2007 -Jul 31, 2007
Add ts-Gsshfeasrd
May J, SK May
1*, ICiUy Z1 ZC Kay 28, Zi Jam *, M
June i f , 1
Ju/w 1S Z Juno IS, Z July! ZKJuly 3 Z9C July IB,
Ads sent 2,179 visits via 4 ad contents containing "shoes"

v:;;
Content
Ad Content
pGoais
Go^Ctiwersbfi
W Ecommerce
Visits
:?;
2,179
%
.
S.834
Help Resources
r -.r.i
4.68
s t e ivg 3.71
129,1.>
AdCsnfflm
Ecommerce
PagesA/isit
:.
Asg Time on Site ? % l ie* Visits ?} Bounce Rats

00:06:23
73,52%
43.74%
Site
18
Site 75.es**
Site Avg: 3S.5W.
(1.13*)
bTlSttS
i-2G5M
~
'
(21
4, ^,,^ -:* Z^nK.'.ê'.Ve- ZV
( About this Recori

I.
*. Conversion
^
University
Stylish suede shoes
Suede shoes
Hue suede shoes
Turquoise suede shoes

( ? ) Report Finder
. 11.27.
|
S ^
AdWords, . 11.26, .
(Ad Versions) Google Analytics. , . ,
A d W o r d s .
July 13.
-?
1 , -
? -
I G o o g l e
( ,
> - G o o g l e Analytics
-,
( .
^ ?
1 ?
| ? ,
,
"

".
(Jim Sterne),
-
"
,
-
".
. (Dennis R. Mortensen),
,
IndexTools, Inc.
1. ,
"
, ,
ROI .
-
Google Analytics.
! , :
,
, ROI
Google
,
Analytics".
1 ,

,
,

-, Flash,
..
, -
( AdWords), S E O
,

", Google Analytics

, , .

".
(Neil Mason),
, Applied Insights
" ,

".
(Ashley Friedlein),
,
E-consultancy.com.
(Justin Cutroni),

EpicOne
, - , - Google
, . ;
( Search Engine Strategies, Emetrics Summit, Search Marketing
World), - (www.advanced-web-metrics.com)
.
ISBN 9 7 8 - 5 - 8 4 5 9 - 1 5 4 4 - 3
/ww.sybex.com
BICENTENNIAL
rww.sybex.com/go/advancedwebmetrics
Sybex
A n
/ww.dialektika.com
Im
Print
of
WILEY
ICENTENNIAL
3 I 11.
. , 1000 PDF- 250 ., "" 0,25 .

(250 ./1000). 100 , "" 2,50 . ..
, , . Google Analytics ^ (GoalsÔverview) , . ,
, , , . "" , .
<
, . 1 ( Google Analytics, ; $, , .. ).
, . , ^-,
, ,
5 , 1 5 .
1:
, , ,
. PDF- , , , , , , , ,
, ,
m a i l t o : ( ) Google Analytics (. " " 7).
; , , " " 8. Google Analytics , ($/) ,
($) (Content). ,
^ (Goals^Goal Value).
2.
2:
- Google Analytics - , .
353
(
).
, , .
, "" () -.
"" ( ).
,
. , , PDF- (, ).
, .
* .pdf , , PDF-. , PDF-
, ,
PDF-.
. 11.28.
3 I 11.
PDF-,
^ ( G o a l s ^ G o a l Verification). PDF- (, ,
, ..), . , .
,
, PDF-
, (. 11.28).
<s>
! , ,
. ,
PDF-, PDF-
, .
, .
,
. , , .

-, (. " "
7). , ,
. , , m a i l t o : ( ). , , ,
. , " " Google Analytics (. www. google. com/'
a n a l y t i c s / t o s . html). ,
.

, ID . ,
HTML- </head> ,
.
function getOrderlD{){
/ /
v a r randomnumber=Math.floor(Math.random()*100Q);
3 I 11.
p a g e T r a c k e r . _ a d d T r a n s ( o r d e r N u m , "", "1", " " , " " , " " , "", "") ;
pageTracker._addltem(orderNum, "brian@~CAmysite.com", "Email l i n k " ,
"Contact", "1", " I ) ;
</script>
, , ,
. ,
$1, , 1.
2. " PFD-".

PFD-, , GATC:
orderNum = g e t O r d e r l D ( ) ;
pageTracker._addTrans(orderNum, "", "10", "", "", "", "", " " ) ;
p a g e T r a c k e r , _ a d d l t e m ( o r d e r N u m , " " , "PDF B r o c h u r e " , " " ,
"10",
"1") ;
</script>
PDF- "", $10,

1. PDF- , .
4.
3. " ".

, , GATC:
orderNum = g e t O r d e r l D ( ) ;
pageTracker,_addTrans(orderNum, "", "50", "", "", "",
p a g e T r a c k e r , _ a d d l t e m ( o r d e r N u m , " " , "Form s u b m i s s i o n " ,
"50", " 1 " ) ;
</script>
"", " " ) ;

"Contact",
,
$50.
, ,
, Google Analytics. JavaScript pageTracker . t r a c k T r a n s ().
.
1. <
href
"mailto:email@address.com"
onClick
"pageTracker
trackTrans();">
2. <a
href
"file.pdf"
onClick
"pageTracker._trackPageview('/
downloads/file.pdf');pageTracker._trackTrans();">
3. < f o r m
action
"formhandler.cgi"
onSubmit
"pageTracker._
trackTrans();">
_ t r a c k P a g e v i e w 2. , ,
357
PDF-
. " _trackPageview ()
" " Google Analytics" 7.
4. , PDF-: .
, PDF. PDF-
. . .
< h r e f = " f i l e l . p d f " o n C l i c k =
"pageTracker,_trackPageview('/downloads/file!.pdf');
orderNum=getGrderID();pageTracker,_addTrans(orderNum, "", "10",
" " , " " , " " , " " , " " ) ; pageTracker._addltem(orderNum, "","PDF Brochure",
"Download", "10", " 1 " ) / p a g e T r a c k e r . _ t r a c k T r a n s ( ) ; " >
<br>
<a h r e f = " f i l e 2 . p d f " o n C l i c k =
"pageTracker,_trackPageview('/downloads/file2.pdf');
orderNum=getOrderID();pageTracker,_addTrans(orderNum,
"","5",
" " , " " , " " , " " , " " ) ; pageTracker._addltem(orderNum, ""/'PDF Specification
Sheec", "Download", "5",
"1");pageTracker._trackTrans();">
PDF-,
$10 $5 . ( ), ,
getOrderiD (). HTML- ,
,
- - - .
2
-,
, , , ,
.. ,
, , 500 PDF- , 10
, ,
!

,
, ,
( ) , -
3 I 11.

, .
-
. ( ) (,
, , ?) ,
.
, , . API Google ,
, . API Google AdWords, Google Maps Google Earth,
API Google Analytics . API , Google Analytics
( ), , , Google Analytics.
Excel KPI - CRM-.
.
Google
Analytics. , . 11.29. -
.
i
D a s h b o a r d
Apr 30. 2007 - May 20, 2007 .

previous: Oct 2, 2005 - ? 22.. 2006
i Export * :
Oct 2 200 - Oct 22. 2006 Apr 3 200? - May 20. 2W7
- f
Ap.il . 200?
- v V 4
6 . 7 3 1
May 7 3007
Visits
PntfMitt 5,263 .*27,89)

1 6 , 7 3 9
Paqeviews
Previous: 14,560 (*14.97*i

2 . 6 6
Visits -
Paqej/Visit
Previous: 26J(1.1MW
May t i , 2VQ?
1i n
May 31 290?
1 4 1 1
2 9 . 5 3 %
i.iJM.flJii
Bounce Rate
V J K ( . . : v , |
0 0 : 0 2 : 0 2
Avq, T i m e o n Site
* 92:25 (-16.22*1
8 1 . 9 7 %
% New Vista
Previous: 63-17<>f-1.4*t
. 11.29. -
. 11.29 ; , .
( 7 20 ). , -
359

, 28% 15% . 20%. , . ,
.
, .
<g>
, ; .. ,
, .. ;
,
. ,
, .
, . 11.29, ,
100%-. , URL-
. .
.
1. URL-. ,
- . ThinkPad, iPod, Castrol, Gillette, Colgate, Aquafresh, Big
Mac, fanta, Snickers ..
2. URL-.
-.
IBM, Microsoft, Google, Kellogg, Kodak, BMW , , , , , ..
3. . , ,
, , . , ,
, .
, - .
. -.
3 I 11.
URL-

- www.mysite. com,
, , , URL- www.myproduct.com , , , . - www.mysite. com .
, -,
.
; , -. ,
, .
,
"" URL-. -
URL- , , - . ,
. "" URL- (www.myproduct.com) - (www . m y s i t e . com), . , :
, - ,
, .

. . 11.30 P r i n t .
"" URL- , ,
. ,
- ( URL-
).
URL-

, ,
URL-.
:
www.mysite.com/offer_codeX
www.mysite.com/offer_codeY
361
. 11.30. P r i n t
URL- ; - . ,
,
URL-, www.mysite . com/productX.
URL- , , /offer_codex , . , ,
(mysite. com), (of fer_codeX), "" ;
.
URL-.
, , , , , .., LTRL-, .
3 I 11.

"" URL-,
(
SEO) URL- .
: ( = 301) (
= 302).
, URL- ;
.
, Apache w w w . m y p r o d u c t . c o m ,
, w w w . m y s i t e . c o m -, .
Apache
w w w . m y p r o d u c t . com h t t p d . c o n f . - .
<VirtualHost>
ServerName www.myproduct.com
RewriteEngine on
R e w r i t e C o n d %{HTTP_USER_AGENT} . *
RewriteRule .* http://www.mysite.com/?utm_source=magazineX&utm_
medium=print&utm_campaign=March%20print%20ad [R=301,QSA]
</VirtualHost>
, m o d _ r e w r i t e . Apache (. h t t p : / / h t t p d . a p a c h e . o r g /
d o c s / m o d / m o d _ r e w r i t e . h t m l ) . , R e w r i t e R u l e ( QSA] ); ,
(%20).
Google Analytics,
,
" " 7.
- QSA ( ) mod_
r e w r i t e Apache, ,
. , . , , QSA
.

. "" (magazine), ""
(print), " " (March print ad).
, , . 11.30. " URL-" , , u t m _ s o u r c e u t m _ c a m p a i g n "offline".

.
363
: , URL- , ,
. , ,
, . , URL-:
www.mysite.com/1Opercent
www.mysite.com/getonefree
www.mysite.com/twofourone
www.mysite.com/xmas
www.mysite.com/sale
( / 2 f o r l ,
/241)
URL- .
" URL-", . . ,
, .
, -.
, URL- ,
-
, , .
, Google Analytics.

, ,
, , URL-. ,
. . , : " Google 10% ".
AdWords , , .
, .
-
, :
AdWords. , , , , ,
. :
URL- . ,
3 I 11.
( , , ) , , ,
.

mod_rewrite Apache, Apache .
: http://httpd.apache.org/docs/mod/mod_rewrite.html.
<VirtualHst>
ServerName www.myproduct.com
R e w r i t e E n g i n e on
R e w r i t e C o n d %{HTTP_USER_AGENT} . *
RewriteRule /xmas.* /productX/?utm_source=channel123&utm_
medium=tv&utm_campaign=March%20tv%20ad [R=301,QSA]
</VirtualHost>
, RewriteRule
( QSA), , (%20).
AdWords , , :
101
(222-33-44)
( 6)
*' AdWords,
!
<5>
Website Optimizer
Website Optimizer -, (/ )
( ). / ( ) , . , 50% , ,
50% . , ,
. , .
WEBSITE OPTIMIZER 3 71
, , , , , , , . ( h t t p : / /
e n . w i k i p e d i a . o r g / w l k i / M u l t l v a r i a t e ) , , . : " ".
/
, . , 1 0 % ,
, 10%, 8 0 % .
/ , , . . ,
? ,
? / , : ?
/ , , , ..
Z .
, , / .
/ , ,
.
, ,
.
.
,
( ) .
,
.. , .
: ?
-,
, . , ,
. ? ; , .
.
3 I 11.
/ ,
- ().
.
.
.
.
. 11.31, ( )
. , -, , .
G o g-e*
2. : Google Analytics
"5&?
msii"
YoiigHj
3. :
HjBlogger
jgsmyspace
a place for friends
1.
17.6%! 84 I
^ 17.2%s 8 4 . J
4. : Website Optimizer
. 11.31. - ()
:

Website Optimizer Google Analytics
, Website Optimizer,
. ,
, GATC.
Website Optimizer.
h t t p : / / s e r v i c e s . google . c o m / w e b s i t e o p t i m i z e r .
WEBSITE OPTIMIZER
367
Google Analytics, Website Optimizer AdWords,

AdWords, . 11.32.
. 11.32. Website Optimizer AdWords
, .
1. .
2. .
3. .
4. .
1:
- , , ? . ,
, <title>,
,
, .
, ^
(ContentsTop Content) Google Analytics. , $
(. 11.33).
, " -".
. ( " ") , .
; ,
(..
) , , -
3 I 11.
. ,
, (
) .
, ,
.
, , 50%.
views:
Pageviews
34,130
-
Unique
Pageviews
26,249
% of Site :
69.004
URL
Time on Page
00:01:2?
-)
Paoeviewa
3 andex.gtvs
/Qoogte-anaiytics.Pto
% Exit
38.04%
$ Index
26.60%
Site Avp 39.54
43,4 1 4
{-12.37 s }
Site AVQ $0,54

5*4
Bounce Rate
00:01:09
4-
$4.02
Paoeviews
Time an Pass
Bounce Rate
S kt-iex
11,257
8.723
00:00.54
20.82%
47.83%
50.64
2,116
1,611
00.01: OS
39 09%
31.33%
50.04
36.03%
r ' Auv-urchir. Wia
2,073
1,578
00:01:45
36.93%
f /urchgt-tfes-pfi?
2,067
1,796
00:02 17
(4514%)
r /isoqfe-anafyttcs-seti.
1,781
1,462
00.01.02
(^4682%)
30.27%
1,764
1,437
00:01 21
39.21%
38 43%
1,737
1,271
00.00:57
22.S%
21.07%
: Ftea 04L
excluding
v ^ btegfipdfScacheserror
<s>
1,627
1,316
00:01:04
22.03%
29.13%
1,504
1.160
00:01:06
28.43%
33 71%
1,463
1,122
QC:Q1;17
19.34%
Goto: 1
! Shorn row*. . io
v.;
50.05
SC. 05
<>
<:
(iiK}:
31.99%
4
[ - 1 0 of 123
<
"i

. , , , -.
. (
), , , , . ,
, 50%.
$. $
(. " :
$" 5). $ , , ,
. , $
. , , $ , .
URL , Google Analytics,
. Google Analytics,
.
/download/ . * / c g i - b i n / * .pi,
Google Analytics. ,
, , PDF-, .
2:
URL- ,
,
. . 11.34
. JavaScript, Website
Optimizer. GATC.
:
1. Q
2. [ J
3. Q
q
1
I-
. 11.34.
.
1. .
.
Google
( Google). ,
.
3 I 11.

. HTML- <head> .
2. .
, .
, , , .. 10 HTML- ( 10 ).
( ), .
20 .
, "" "_", .
3. ().
Google Analytics
, .
GATC, .. , < /
body>. ,
.
<html>
<head>
< s c r i p t > < !
//><\script>
</head>
<body>
>
< s c r i p t > < !
//><\script>
>
< s c r i p t > < ! - GATC

//><\script>
< s c r i p t > < !
//><\script>
</body>
</html>
Optimizer
WEBSITE OPTIMIZER
3 71

GATC,
, , GATC.
pageTracker.setDomainName
pageTracker.setAllowHash
pageTracker.setSessionTimeout
pageTracker.setCookiePath
< s c r i p t >
Website Optimizer, . p a g e T r a c k e r , ,
GATC, .
<html>
<head>
<script>
pageTracker.setDomainName("none")
pageTracker.setAllowHash(false)
pageTracker.setSessionTimeout("3600")
pageTracker.setCookiePath("/path/of/cookie")
</script>
< s c r i p t > < !
//><\script>
</head>
, Website Optimizer. , , . Website Optimizer

. .
URL- . Website
Optimizer .
,
, - ,
HTML-.

, -, Website Optimizer, () .
11.
3:
HTML- ,
. 11.35. . , .
Google
I Tools > Website Qpttmisef > Stand Out Switch > Step 3
jj
1. identify experiment pages

> 1a Plan your experiment > 2. Tag pages > 3. Create variations > 4 Review and launch >
Step 3: Create variations

For each section that you've tagged, you'll now create different variations of your content by clicking
the 'Add new variation' link. Each new variation will use your original content as a base that you can
edit.
Note: As you add more variations, the number of combinations will increase, which will lengthen the
duration of your experiment. Higher page traffic and conversion rates will reduce the duration of your
experiment. If this is your first experiment, we recommend that you limit your experiment to 2-3
variations per section. Learn more
Page Sections {1}

Total combinations: 2
standoutswitch
Original
Stand Out Top
+ A d d n e w variation
standoutswitch: Stand Out Top
Preview
Save
<div class- B rndboxtop' , xhlxstrong>Stand out; from the

crowd</strong> with an enhanced listing</hlx/div>
<div
!ciass=erndbaxiaiddle2e>
<ul>
<li>Research shows Enhanced
ailStfi Listings are 6 times more likely to be found than Free
jListings</li>
<li>Guaranteed high position</li>
<li>Your
coitqpany logo by your entry</li>
<li>Your web address as a
(clickable link</li>
<li>A direct link to Google Haps</li>
;<liXstrong>Only Spound; 49</strongX/li>
<pxa
href="enhance.php" title"enhance your entry">Enhance Your
B
iListing</ax/p>
</div>
<div class="rndboxbottom2 X/div>
<div class=wrndboxtopeXhl>Proiaote your Sussex Business for
FREE</hlX/div>
<aiv class= n mdbcxmiddle">
<p>East and West :
{Sussex businesses are found every day using Sussexfind. Use us
to promote your business Sussex-wide .</p>
<pxa
;href=whttp://www.sussexfind..uk/cgi-bin/db.pi?db=defaultsuid=dj
]title=,,Sussex Business Promotion,,>Adverti3e your company for
FREE. </aX/p>
</div>
<div class= H rndboxbottcm e x/div>
>
. 11.35.
, , , Google,
-. ,
, Google . ,
.
. , Website Optimizer
, . , , , (2x3 ).
1.
2.
3.
4.
5.
+ .
+ .
+ 2.
+ .
+ .
6. + 2.

, 18 (2x3x3). ,
( ).
4:

(1-100%); , .
.
;
.
Start () , ,
. ,
. . 11.36 ,
Website Optimizer.
?

.
, , . ,
Google Analytics,
, .
, ,
, (2x2x2 = 8).
100 ,
.
( ) 10%,
3 I 11.
8000 .
, Website
Optimizer .
Cembinrton
Annlyiis ter
1*11
^sg* Sbon
Ssgmatod Corvvrtio Rett" ftang*
U
- 3
'
Website Optimizer
bi

. 11.36. Website Optimizer
<5>
, , www.google.com/analytics/siteopt/
siteopt/help/calculator.html.
Website Optimizer, , View report (
).

EpikOne (www. e p i k o n e . com) , Caiyx Flowers (www.
c a l y x a n d c o r o i l a . com). .
, Calyx Flowers , ; 1988 , .
Calyx Flowers ,
-. ,
, .. . , Google Analytics , ,
.
Website Optimizer, EpikOne , . ,
. . 11.37,
.
1. .
, , ?
2. .
" "?
3. .
, ?
1:
2-
'SeiSsSSSS'
f ^ C A L Y X FLOWERS
CATEGORY
OCCAStOH
f-LOWER TYPE
STYLE
UHC :R S?9 MEW!
USIOMERCARE
MY CART .
empty
Rose
Picked st juet the right m o m e n t , custom-package?!, a n a air-shipped that s ; m e day to arrive in >. their glory direct from t h e grower. C a ! p &
CoroHa's Luxury R o s e s are the m o s t exquisite a n d l o n g e s t lasting you'll fit d anywhere.
3:
. 11.37. Calyx Flowers,

3 I 11.
: (2x2x2 = 8 ). . 11.38
.
f&CALYX FLOWERS"
1 1
> OXURY FLORAL GIFTS

SHOP BY
CATEGORY
OCCASION
FLOWER TYPE
STYLE
UNDER $79 HEW.
CUSTOMER CARE
MY CART
| Rose
I Picked at just the right moment custom-packaged, and air-shipped that same day to arrive in aii their glory direct from the grower. Calyx &
| Corolla's Luxury R o s e s are the most exquisite and longest lasting you'll find anywhere
Customer
Favorites:
"Calyx Flowers has mastered the art of fresh Jtmver

design f Ijust adore this company,n
Juliet P. Vemolinu Untie, ffl
.8 f.PR
1 2
H.O-i ..
;
tiidei Ndw
COLOR vVt.AVc
ROSeiiSH
. 11.38. Calyx Flowers
, , .
. , .

Page Sections
( ) Combinations (). . 11.39,
.
Page Sections , ,
, .
, , . Chance to Beat ( ) (
WEBSITE OPTIMIZER
377
) . ,
, , . , ( )?
, .
. 11.39, , , . ( )
( ), .. . (-0,48%), , Chance to beat original (
) (42,9%). , 57,1% . ,
.
)
. 11.39. : P a g e Sections; Combinations
Combinations, . 11.39, ,
(5 7). , -
3 I 11.
. -
(. . 11.37).
,
14,3%, Calyx Flowers
.
.
, , -. , , .
. ,
.
-; , , .
.
,
.

, -.
.
-, Google
Analytics.
URL-
.
Website Optimizer
.
, ,
b r i a n @ a d v a n c e d - w e b - m e t r i c s . c o m
fwww.advanced-web-metrics.com).
, -
380
-
.
. -:

(. ., "", 2009)
Jason Burby and Shane Atchison, Actionable Web Analytics: Using Data to Make
Smart Business Decisions (Sybex, 2007)
David Bowen, Spinning the Web: How to Transmit the Right Messages Online
(Bowen Craggs & Co. Limited, 2006)
Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis, Waiting for Your Cat to Bark:
Persuading Customers When They Ignore Marketing (Thomas Nelson, 2006)
Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis, Call to Action: Secret Formulas to
Improve Online Results (Thomas Nelson, 2006)
Hurol Inan, Search Analytics: A Guide to Analyzing and Optimizing Website Search
Engines (BookSurge Publishing, 2006)
, Xoa . Web-:
Web (. ., "", 2007)
Bill Hunt and Mike Moran, Search Engine Marketing, Inc.: Driving Search Traffic to
Your Company's Web Site (IBM Press, 2005)
Andrew Goodman, Winning Results with Google AdWords (McGraw-Hill Osborne
Media, 2005)
Steve Krug, Don't Make Me Think: A C o m m o n Sense Approach to Web Usability
(New Riders Press, 2005)
Chris Sherman, Google Power: Unleash the Full Potential of Google (McGraw-Hill
Osborne Media, 2005)
Eric T. Peterson, Web Site Measurement Hacks: Tips & Tools to Help Optimize Your
Online Business (O'Reilly Media, Inc., 2005)
Eric T. Peterson, Web Analytics Demystified: A Marketer's Guide to Understanding
How Your Web Site Affects Your Business (Celilo Group Media, 2004)
Hurol Inan, Measuring the Success of Your Website: A Customer-centric Approach
to Website Management (Longman Publishing Group, 2002)
Jim Sterne, Web Metrics: Proven Methods for Measuring Web Site Success (Wiley,
2002).
e-Consultancy: www. e - c o n s u l t a n c y . com
Interactive Advertising Bureau (IAB): www. i a b . n e t
Search Engine Marketing Professional Organization (SEMPO): www. sempo. org
Site Point: www.sitepoint.com
Web Analytics Association: w w w . w e b a n a l y t i c s a s s o c i a t i o n . o r g
381
-
( ,
- h t t p : / /
.immeria.net/2006/10/web-analytics-conversations.html).
Advanced Web Metrics, (Brian Clifton)
http://www.advanved-webmetrics.com/blog
Always be testing, (Andy

Edmonds)
Analytical Engine, Diamond
Management &Technology Consultants
Analytics, (Adam
Berlinger)
AIMS Canada
http://alwaysbetesting.com/abtest
Analytical Engine Diamond

Management
& Technology Consultants
Analytics Insider
Web Analytics for Dummies
http://analyticsbyadam.blogspot.com
http://analyticsbyadam.blogspot.com/
http://www.blog.aimscanada.com/aims_
Canada/analytics
http://diamondinfoanalytics.com/blogl
http://www.analyticsinsider.com
Analytics Notes, Jacques Warren
http://www.waomarketing.com/blog
Analytics Talk, Justin Cutroni (EpikOne)
http://www.epikone.com/blog
Marketing Pilgrim, Andy Beal
http://www.marketingpilgrim.com
-
Applied Insights
http://www.applied-insights.co.uk
Benry
http://www.benry.net/blog
BobPage.net
http://bobpage.net
Brad Warthan
http://bradwarthan.com
-,
http://www.bradenh.ca/wordpress

Business Analytics, Khanal Bhupendra
http://analyticsbhups.blogspot.com
Canalytics
http://www.canalytics.ca/blog
Cliff Allen on Marketing
h t t p : / / . a l i e n . com
Coffee, Sun & Technology
http://www.coffeesuntechnology.com
Commerce360, Craig Danuloff
http://blogs..com
Conversion Rater
h t t p : /'/www. c o n v e r s i o n r a t e r . com
Customer Intent, Michael Stebbins at
http://www.marketmotive.com/stebbins
Market Motive
Web Analytics Demystified
http://paul.webanalyticsdemystified.com/
Data Sciences Analytics, John Aitchison
http://dsanalytics.com/dsblog
Data Mining Research, Sandro Saitta
http://dataminingresearch.blogspot.com
Digital Media Analytics
http://digitalmediaanalytics.com/blog
Digital Alex, Alex Cohen
http://www.alexlcohen.com
382
E-consultancy -:
http://www.e-consultancy.com/news-blog
Analytics Weblog, Eric . Peterson
http://www.webanalyticsdemystified.com/
weblog
http://freelancewebanalytics.blogspot.
Freelance Web Analytics, Anil Batra
com
GA Experts Google Analytics Urchin
Gilligan on Data, Tim Wilson
Good Behaviour Blog, Hugh Gage
Google Analytics Blog
Greater Returns, Aaron Gray
GrokDotCom
http://www.ga-experts..uk/blog
http://www.secondtree.com/data
http://www.engage-digital.com
h t t p : / ' / ' a n a l y t i c s . b l o g s p o t . com
http://greaterreturns.blogspot.com
http://www.grokdotcom.com
immeria . (S. Hamel)

Influence Analytics "Wandering" Dave
Rhee
Instant Cognition
(Juan Damia)
http://shamel.blogspot.com
(June Dershewitz)
-
http://june.typepad.com
Lies, Damned Lies...
http://www.iiesdamnedlies.com
Lunametrics, (Robbin
Steif)
http://www.lunametrics.com/blog
Marketing Productivity Blog,

(Jim Novo)
h t c p : / / b l o g . j iranovo . com
-, Google Analytics
Mymotech, (Michael
Helding)
Dashboard Examples
http://www.brianj clifton.com/blog
http://thewdave.com
http://blog.instantcognition.com
http://www.damia.com.ar
http://www.mymotech.com
http://www.enterprise-dashboard.com
MineThatData,
(Kevin Hillstrom)
http://minethatdata.blogspot.com
Negligible quantities ( ), (Julien

Coquet)
h t t p : /' /'j u l i e n c o q u e t . w o r d p r e s s . com
Occam's Razor ( ), (Avinash Kaushik)

One Degree
http://www.kaushik.net/avinash
Orthogonal Thinking,
(John Marshall) Market
Motive h t t p : / /www . m a r k e t m o t i v e .
c o m / m a r s h a l l Pages vues, (Benoit Arson)
h t t p : / /www. e x p e r i e n s e . c o m . / p a g e s - v u e s /
index.php/en
http://www.onedegree.ca
383
Passionate Analyst, (Dylan

Lewis)
http://www.passionateanalyst.com
Pattern Finder
http://creese.typepad.com/patternfinriBr
h t t p : / /www . p l u s o n e a n a l y t i . e s . c o m / b l o g
http://randombits.typepad.com/
webanalytics
PlusOneAnalytics
Random Analytics
Rich Page Rambling, (Rich
Page)
http://www.rich-page.com
SEMAngel, (Gary Angel)
h t t p : / /semphonic. b l o g s . com/semangel
BflorClicklnsight
http://clickinsight.blogspot.com
How to Change the Worid,

(Guy Kawasaki)
http://blog.guykawasaki.com
The Big Integration, Jacques Warren
h t t p : /'/www. t h e b i g i n t e g r a t i o n . c o m / b l o g
Blackbeak
http://blackbeak.conversionchronicles.
com/
http://www.enterprise-dashboard.com
The Dashboard Spy by Enterprise

Dashboard Screenshots
The Site is Dead Offermatica
h t t p : / /www. l a n d i n g p a g e o p t i m i z a t i o n . com
thisjust in
http://cutroni.com/blog
Tracking Techniques
http://trackingtechniques.com
Turn Up The Silence iPerceptions

Blog
Google Analytics
Visioactive, . (Ian S.
Houston)
-
http://blog.iperceptions.com
- , (Mike
Sukmanowsky)
h t t p : / /www. r o i r e v o l u t i o n . c o m / b l o g
h t t p : //'www. v i s i o a c t i v e . com
http://waablog.webanalyticsassociation.
org
http://analytics.mikesukmanowsky.com
-:
,
(Matt Lillig)
http://mattlillig.blogspot.com
- ,
(Jacques Warren) ( )
http://www.waomarketing.com/blogFR/
wordpress
Web Analysts.info, (Lars

Johansson)
- , . (Dennis R,
Mortensen)
- ,
(Anil Batra)
WebAnalyticsBook
http://www.webanalysts.info/
webanalytics
http://visuairevenue.com/blog
http://webanalysis.blogspot.com
h t t p : /'/www. w e b a n a l y t i c s b o o k . com
384
- ,
(Timo Aden) ( )
-,
(Paul Strupp)
-, (Paul Legutko) (Semphonic)
-
-, (Britney)
- ,
(Florian Pihs)
http://www.timoaden.de
-, (Phil Kemelor)
Web Analytics Matt,
(Matt Hopkins)
http://warn.typepad.com/warn
-,
(Marianina Chaplin)
-,
(Anil Umachigi)
RSS- -,
(Hurol Inan)
http://marianina.com/blog
Web Analytics Tool Time,

(Jesse Gross) (Semphonic)
-
- Yahoo! Groups
http://tooltime.typepad.com
-, (Debbie Pascoe) (Maxamine)

Web Sense, (Joel
Hadary) (Semphonic)
-, (Jeremiah)
WebAnalytics.be
WebMetricsGuru,
(Marshall Sponder)
http://blogs.sun.com/pstrupp
http://legutko.typepad.com
http://www.webanalyticsassociation. org
http://webanalyticsguru.blogster.com
http://longmarch.typepad.com/web_
analytics_in_china
http://www.webanalyticmatt.com
http://pulse-beat.blogspot.com
http://www.hurolinan.com
http://manojj asra.blogspot.com
http://groups.yahoo.com/group/
webanalytics
http://webiog.maxamine.com
http://semphonic.typepad.com/websense
http://www.web-strategist.com/blog
http://webanalytics.wordpress.com
http://www.webmetricsguru.com
$
$
102,109,306,368
Flash 301
G
_addIgnoredOrganic() 169
_addIgnoredRef() 169
_setCookiePath() 167
_setSampleRate() 170
_setVar()
197,210,211,235,283
_trackEvent() 157
_trackPageview 356
_trackPageview()
136,231,298
A
/ 364
Adobe AIR 301
Adobe Flex 301
AdSense 99,281
AdWords
58,105,106,218
106
334
349
349
Ajax 301
I
IP- 53, 55
Balanced Score Cards

BSC 246
Google AdWords 50
202
Google Analytics 24, 33, 36,37
58
58

206
90
74
207
62
- 136
63
67
Google Maps 302
GrabReferrer() 235
246
CheckFirstO 235
Cookie- 36, 37, 43, 46, 53,108
37, 45, 53, 145, 163
212
37, 45
281
CRM- 237

236
CSS 301
JavaScript
41,45
Key Performance Indicators 246

Key Success Indicators 246
KPI 26,246
- 286
265
276, 303
Web 2.0 303
248
296
257
1- 246
- 257,
272
386

253
253
251
KSI 246

352
35,
36, 39
Microsoft Silverlight 301
OKR 244
244
PageTracker._trackTrans() 356
PDF- 46
24,38,58
-
219,329
- 49, 50, 222
R
RIA
ROI
301,302
24,27,260,331
S
SEO 335,336
340
Urchin 57,66
68
URL-
137
51,53
W
Web 2.0 300
Website Optimizer
364
X
XHTML 301
XML 301
41
- 21, 23, 33, 52

38, 53
-
64
-
Apache 170
214,215
45,
138, 176, 177, 186, 281
139

139
99, 322
99
99, 322
196
24
296
77, 96
24
38,260
43, 168

285
170
Yahoo! mail 302

YouTube 302
279

195
- 68
190

325
34, 47
3

229

194
39
269,271

263
60, 75, 80
81,359
52
175
- 196
328
101
194
61
AdWords
ROI 261

246
26,180, 244, 246
50
50,217
227
GATC
162
194
35, 45
279
387
195
,
287
280
URL 150,153
48, 96
231

232
29,48,178,282,354
25,28,180
266
274, 285
54
322, 327
- 338

195
79
364
374
mod_re\vrite 362
-

351
351
180, 185, 351
194
195
Google Analytics 190

203
54
283
388

148, 200
194
346
344
345
342
306

199
60
213
165
163
156,281
156
161
mailto 162
213
98,268
AdWords 98
AdWords 219,342
105. 341
350
268
AdWords 98
275, 329, 336
98
236,330
268, 275
- 314

59
59
60
323
60
297
322
322

290
291
292
91
287
236, 274,
283

294
346
288
308
307
308,310
109
312
315
104,225
108,176
324
296
102,
216, 227, 279, 281, 295, 306, 367

306,311,336
306
315
96, 97, 306

95
352
95,269,282
95, 354
352
60
346
258
228

94
83
389

313,357
60, 87,100,
330
48, 178
50
Google 209
321, 330
176
281
325
279, 311, 312, 367
322
325, 330, 341
341
185
53, 54,
55,63
URL-
, 152
151
153
210
154
77
341
178
183
59
cookie- 37
77
352
46, 48
180
262

268
272
341

267
265

338

105

195

233
79, 80,196,276
80

325
260
39
Web2.0
301

34
34
186
199
, ,
200

254
254
254

79

293
295
194
203
390
75
ROI 272

287
287

287

287

279
260
258

277
262
325
259
259
101
194
145,165

195
367
174
- 364
367
294

Cookie- 43
38
40
147
252

354, 355
194
287
robots.txt 336, 340

189
47,163,177,189
191
191, 209, 227, 233, 235
191
191
/ 191
191
190
191
192
203
195
190
180
X
60, 81
179
- 179
244

182
180
182
348
60
76, 84
46
176
143
140

Клифтон Google analytics prof analiz

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Клифтон Google analytics prof analiz

Оригинальное название:

Загружено:

Авторское право:

Доступные форматы

,

II. Google Analytics

III. Google Analytics

II. Google Analytics

III. Google Analytics

, - , -. cookie " - " .

PDF- Adobe Reader ,

-, Google Analytics , Google Analytics

. 3.1. Google Analytics

, , PDF, DOC, XLS .., .

GOOGLE ANALYTICS URCHIN

Google Analytics Urchin

Google Analytics , Urchin , ;

Urchin Google Analytics

, Urchin, Google Analytics,

EXPERT'S VOICE " IN O P E N S O U R C I

11.21% Bounce Rata

0 . 0 3 % {commerce Conversion Rate

. 4.1. Google Analytics

All Traffic Sources

a) CApr 20, 2007 - May 20, 2007

: Export v Email gg AM to Dashboard j

% of Site Total 100,00%

rorevofeiton. com / referral

Site Avg ?5.17% {-0,05%}

Site A^g 62.34% (0.00%)

Ava. Time on Site

google ' organic

Avg. Time on Site

. 4.2. Google Analytics

, . 4.2 (Source Medium).

_1: " "

AdWords Google Analytics . 5.8. , , (Ad Group)

. 5.11. AdWords URL-

. 5.15. (Navigation Summary)

;. ] Jan 1,2007 - May 20, 2007

Google Analytics Setup, Support & Training

, . 5.18 5.19, . , (. 5.20). , ,

. 5.21. (Destination Pages)

document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.

. Urchin -, . Urchin , Google Analytics,

* Urchin 100% Google Analytics, -

(mysite.com & anothersite.com)

. 6.4. Google Analytics

, AdWords, Analytics A n a l y t i c s ^ ^ (Analytics

13. Google Analytics

" " Google Analytics

HTTP- , GATC Google,

7.1. cookie-, G o o g l e Analytics

_TRACKPAGEVIEW() - " " GOOGLE ANALYTICS

Google Analytics URL- , . 7.1.

_TRACKPAGEVIEW() " " GOOGLE ANALYTICS

"Mountain View Book Store", //

cookie- Google Analytics

return false;. , , JavaScript, href

:htlp://www.mys ite.com/products/shoes, htm

(marketing medium: cpc. banner, email)

j (identify the paid keywords)

! (product, promo code, or slogan)

(referrer: google citysearch. newsletter4)

; (use to differentiate ads)

var pageTracker = _gat,_getTracker("UA-12345-1");