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SearchEngineLand.com

Google
Analytics

Google Analytics:

Google Analytics:

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2009

Advanced
Web Metrics with
Google Analytics
Brian Clifton

32.973.26-018.2.75
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info@dialektika.com, http://www.dialektika.com

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ISBN 978-5-8459-1544-3 (.)
3 2 . 9 7 3 . 2 6 - 0 1 8 . 2 . 7 5

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, , , 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:
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ISBN 978-5-8459-1544-3 (.)
ISBN 978-0-470-25312-0 (.)

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by Wiley Publishing, Inc., 2008

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1 22

6. GOOGLE ANALYTICS

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1 32

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1 34

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_TRACKPAGEVIEW() " " GOOGLE ANALYTICS

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142

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148

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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.
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.com/
ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">

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
pageTracker,_initData();
pageTracker._trackPageview();
</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.
<script type="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 + "googleanalytics.
com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker,_initData();
pageTracker,_trackPageview();
/ / " 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
.
onRelease (button) {
getURL ("javascript:videoTracker._trackEvent('Pause'" + label + "," +
value + ");")

I
sS^

FlashVars Flash Player 6 (Flash MX


).


, , .
H T M L - Date () JavaScript. _trackEvent ().
<body>
<script type="text/javascript">
var Begin = new DateQ ;
var Start = Begin.getTime();
</script>
[ ... ... ]
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www. ");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.
com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat,_getTracker("UA-12345-1");
pageTracker,_initData();
pageTracker._trackPageview();
// & '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-, :
onRelease (button) {
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
.
:
<script type="text/javascript">
var gaJsHost = (("https:" document.location.protocol) ? "https://ssl." :
"http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.com/
ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat,_getTracker("UA-12345-1");
pageTracker. _setDomainName("mysite.com");

pageTracker._initData();
pageTracker,_trackPageview();
</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 -,
( , ,
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www.mysite. com (+1)- www.
mysite. . uk. , ,
, "" . , , .
, , cookie- . , , .
, " ", cookie-
.

166

7.

1.
,
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U R L (HTTP GET) . G A T C
, :
<script type="text/j avascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.
com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat,_getTracker("UA-12345-1") ;
pageTracker._setDomainName("none");
pageTracker. setAllowLinker(true);
pageTracker,_initData();
pageTracker,_trackPageview();
</script>
HTML- -
:
< href="http://www.mysite.co.uk" onclick="pageTracker,_link(1http://www.
mysite.co.uk/')/" return false; "> - />
cookie- Google Analytics
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- Google Analytics
. cookie, , , , ,
cookie- GATC
_setCookiePath():
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl.
" : "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.
com/.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker._setCookiePath("/path/of/cookie/");
pageTracker,_initData();
pageTracker._trackPageview();
</script>
cookie- , _cookiePathCopy () :

168

7.

<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.
com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat.__getTracker("UA-12345-1");
pageTracker._initData();
pageTracker._trackPageview();
pageTracker._cookiePathCopy("/new/path/for/cookies/");
</script>


GATC
cookie-:
.
, () 30
, 31 , . ,
.
30 -.
, . , . , ,
, .
,
, ,
, .
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:
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.
com/ga.js1 type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker._setSessionTimeout("3600");
// 1
pageTracker._initData();
pageTracker._trackPageview();
</script>

GATC

I
-

169

.
Google Analytics . 30 =1800 ,

<S>

1 =3600 ..

, ,
. , 6 (15 768 ), cookie- ( utmz) . ,
, .
:
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.
com/ga.js' type='text./javascript1%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker._setCookieTimeout("2592000");
/ / 30
pageTracker._initData() ;
pageTracker,_trackPageview() ;
</script>
.
6 ,
, cookie- , . " " 2.


Google Analytics , ,
(.. direct, referral). , ,
(www.mysite.com).
_addlgnoredOrganic (),
- , a _addlgnoredRef , :
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.
com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">

1 70

7.

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


pageTracker,_addIgnoredOrganic("mysite.com");
pageTracker._addIgnoredRef("sis tersite.com");
pageTracker._initData();
pageTracker._trackPageview() ;
</script>

, .
, , .
:
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( .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 .


Google Analytics . ,
(" ") ,
. , , /, / forum, /support ..
.
.
, setSampleRate (), :
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.
com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker ._setSampleRate (25) ;
// 25%
pageTracker._initData();
pageTracker._trackPageview();
</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

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*

,
,


.
,

,


Google Analytics.

Google Analytics AdWords.


,
,


, .

...
G o o g l e Analytics



Google Analytics

.
,
.

Google Analytics (GATC)


.

Google Analytics.
, -

-,
.
,
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1 74

8.


Google Analytics
, , , . 8.1.
, (Edit)
.

. 8.1.

I / "" (Receiving Data) (


. 8.1) , GATC .
, 24 . , Google Analytics
GATC,
. GATC
JavaScript, .

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, U R L - , .
(Edit) , , . 8.2.


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

. 8.2.



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

176

8.


-, , , ,

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


, , , .
(Do Track Site Search),
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(Site Search), (Content).
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q s e a r c h .
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URL- ,
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1 77

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<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ?
"https://ssl." : "http://www.");
document.write(unescape("%3Cscript src="' + gaJsHost +
"googleanalytics.
com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat,_getTracker("UA-12345-1");
pageTracker._initData();
pageTracker._trackPageview('/site search/?q=%searchterm');
</script>
q;
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, -. Google Analytics

1 78

8.

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180

8.

-
(Bryan Eisenberg), .
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Make Me Think ( , He !) (www. sensible. com/about.
html). , .

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, . 8.1, - , .. , . , ,
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(Key Performance Indicators KPI).
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182

8.


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. 8.5.

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1. (Enter Goal Information).
URL- , , . , , ,
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1 77

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184

8.

. 8.6. , URL-

URL .
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URL-, ,
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(Head Match)
(Regular Expression Match).
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2.
URL-
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1 77

. , URL- www.
mysite.com/checkout.cgi?page=l&id=9982251615,
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http://sports.mysite.com/checkout.cgi?page=l&id=002
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(Goal value)
Google Analytics
, ROI, $lndex .
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1 86

8.

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URL-
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1 ()
www.mysite.com/sign_up.cgi

2 ( )
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3 ()
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, _trackPageview (), ,
" URL-"
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, Google Analytics .
pageTracker._trackPageview("/funnel_Gl/stepl.html")
pageTracker._trackPageview("/funnel_Gl/step2.html")
pageTracker._trackPageview("/funnel_Gl/step3.html")
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1 ()
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2 ( )
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3 ()
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1 88

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(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 . ,
. ,
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.
.
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;
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1 92

_ I
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8.

,
255 .


, ( ) ,
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IP- .
, , IP-,
, , Google. ,
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: , , .

?
. 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 .
<script type="text/javascript">
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>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker,_initData();
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

Apply existing Filter to Profile

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:
<script type="text/javascript">
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/
ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker._addOrganic("bbc..uk", "q");
pageTracker._initData();

207

pageTracker._trackPageview();
</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>
<script type="text/javascript">
var pageTracker = _gat-_getTracker("UA-12345-1");
pageTracker,_addOrganic("bbc..uk", "q");
pageTracker._addOrganic("Kelkoo", "siteSearchQuery");
pageTracker._initData();
pageTracker,_trackPageview();
</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.^addOrganic("google.pt","q");
pageTracker,_addOrganic("google.it","q");
..

GATC, JavaScript ,
custom se. j s. -. - , GATC.
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "googleanalytics.
com/ga.js' type='text/javascript1%3E%3C/script%3E"));
</script>
<script src="custom_se.js" type="text/javascript"X/script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker._initData();
pageTracker._trackPageview();
</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) .
<script type="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 .
com/ga.j s1 type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker,_initData();
pageTracker._addOrganic("images.google", "prev");
pageTracker._trackPageview();
</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 , , .
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl."
: "http://www.");
document.write(unescape("%3Cscript src=" + gaJsHost + "googleanalytics.
com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
pageTracker._initData{);
pageTracker._trackPageview();
pageTracker._setVar("customer");
</script>

, .
- ( ),
. (Visitors 1 ^User 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 :
<script type="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 + "googleanalytics.
com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
var pageTracker = _gat._getTracker("UA-12345-1");
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),


,
. - , ..
, .
- ,
-,
. , ,
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. 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

Apply existing Filter to Profile

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 ,
. ,
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269

(Goal Conversion), . 10.12.

, Yahoo! , Google (.. Yahoo! ).


Jan 1, 2007 - Feb 28, 2007
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a. 2307

( St

February

Goal3 Download
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GoaW Urchin
Purchased

1.33%

0.19%

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Conversion
Rate

, February

2M7

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,-row wrtal < qui I -*

-- Source
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;
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271


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: (Referral),
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%
(/264)
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2,02

51

19,32

9,56

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4,90

11

4,17

0,85

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40,84

83

31,44

0,77

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3,62

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0,56

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73
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27,65
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272

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274

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setVar () Google Analytics , ( 9),
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> Dashboard

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J a n 1, 2 0 0 7 - F e b
Comparing to

28.2007

Nov 3,2006 - Dec 31,2606

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Map Overlay
Hew vs. Returning
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Visitor Trereftntj
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AuguH 20, 2007


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Goals

: W Ecommerce
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j
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Goaf Conversion
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521

8.25

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Pages/Visit

Avg. Time on Site

00:04:03

% New Visits

(?'

85.03%

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1.54%

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443

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00.03:16

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78

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f f ) Conversion University
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275

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276

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. 10.17, :
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277

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278

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29. 2007

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site

; Q Content
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4,451

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3 , 5 7 9 Unique Viwlofs

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, 10.132

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operating systems, screen colors, screen resolutions, java

2 . 2 8 Average Pageviews

Resources

! M a p Overlay
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(?) Conversion University


(?) Common Questions

59.67%

Bounce Rate

77.20%

N e w Visits

(?) Resort Finder

. 10.18. KPI

! 8 8 Dashboard
: 3 Visitors

i Overview
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J a n 1 , 2 0 0 7 - F e b 28,
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2007

AVQ. Time or. Site

Keywords

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p

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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
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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
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--

Bounce Rate

59.67%
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218
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279

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280

10.

Jan 1 . 2 0 0 7 - F e b 28,
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2007

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1,613

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1,613

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281

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j (?)

February 19. 2007

Unique
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55

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0.664

URL

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00:01:23

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. 10.21. ,

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283

. 10.22. ( )


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284

10.

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, . 10.23.
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(. ":
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All Traffic S o u r c e s

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; Export - .: 2 Ems! ggASdSc Dashboard j


- % New Visits

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visits

100.%

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Search Engines

Keywords
> AdWords
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Campaigns
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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
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Settings

4,451

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Pages/Visit

2.28

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77.20%

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59.67%

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1.

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1,371

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3.

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00 02 32

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218

322

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161

224

00:01:39

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90

250

00:02:52

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7.
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5.33

00:00:41

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285


. " KPI ".
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288

10.

, , (Visitors^Languages) (. 10.25).
,
. , (en-gb) (en-us). , , , .
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= 86,8%

. 10.25.
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KPI

289

, (. 10.26).
, ,
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. 10.26. ( )

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internetworldstats. corn. http: //
www. internetworldstats .com/stats7 .htm, 31,1% ( 2007 ).

, MS Internet Explorer
- (Internet Explorer, Firefox, Opera, Netscape ..)
- -. ,
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290

10.

, , Internet Explorer, .
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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
( -),
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, Internet Explorer, ,
,
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. 10.28. ,
,
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292

10.

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(Visitors^Browser CapabilitiesOScreen Resolutions) (. 10.29).

KPI

293

KPI- , .
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, , -, -
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, Akamai and Jupiter Research


, -
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press_110 60 6.html). , SciVisum (www. scivisum.
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294

10.

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Properties 1 ^ Connection Speeds) (. 10.30).
, . , DSL, Cable, 1
(. 10.3).

. 10.30.

: DSL, , 1,
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10.3.

DSL

Digital Subscriber Line ( )


DSL ( )

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KPI

295

. 10.3

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Optical Carrier 3
( )
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ISDN

Google Analytics
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, . , .


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(. 10.31).
, 10.18 10.31
-, 0,27%. , , ,
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296

10.

. 10.31. ,

KPI
, , .
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KPI
(Content^Site SearchoOverview) (. 10.32).
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, (56,35%).
, (1,99%).
,
(51,94%).

KPI

297

. 10.32.

, (19,12%) ( ).
(00:01:49).
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(1,21).

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=> (Site Search^Usage) (. 10.33).
, . 10.33, ( , (Revenue)).
. :
51421,00

/ $392 =

3,63

, , ,
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298

10.

. 10.33.

,
( ) , . , Visits With Site Search (
) ,
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Rate). , ..
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KPI , , "" , . 10.34.


, , "" URL-. (. 10.34)
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, , , , .

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300

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Excel ,
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GOOGLE WEBSITE OPTIMIZER

www.dialektika.com

ISBN 978-5-8459-1542-6

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AdWords Keyword Tool (https : //adwords . google. com/select/KeywordToolExternal),
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introlOl.php) Adlab Microsoft (http: //adlab.microsoft. com).
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329

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AdWords.

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ROI = ( - )

./ * 100%

ROI .

3 I 11.

ROI 500%, , 5 . , AdWords. ,


100 ., 600 ., ROI :
ROI = (600 - 1 0 0 ) / 1 0 0

X 100% = 500%

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0 1 = ( / 1 0 0 - ) /
100%

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= 150%, 33%.
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= ($49 0.33) / (1.5 + 1)
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AdWords 0,42 ., , 1,5 . .
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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 .
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0.0726
4 486
0.2244
0.05

. 11.18. Excel

%.

Excel www. advanced-web-metrics. com/

<> scripts.

, , .. , ROI, . , , .. .
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AdWords .
Blue suede shoes
Go out on the town in style.
High quality at online prices
mysite com/shoes


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


(suede shoes)

: blue
suede shoes, turquoise suede shoes,
stylish suede shoes


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: shoes,
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c o n v ' s h o e s

1 Stylish suede shoes


.

335

AdWords
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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



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s h o e s

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shoes #music download


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120% , .. 1,20 . "" ,
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. 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

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800

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. 11.25. AdWords


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. 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
High quality at online prices.
> corn

Turquoise suede shoes


G o out on the town in style
High quality at online prices.
mysite com/shoes

Blue suede shoes


Go out on the town in style
High quality at online prices.
mysite com shoes

. 11.26. AdWords

Google Analytics AdWords,


. -

11.

, AdWords (. 6).
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. 11.27, "Stylish suede shoes" (" ") AdWords


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Turquoise suede shoes

(?) Common Questions


( ? ) Report Finder

. 11.27.

|
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AdWords, . 11.26, .
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. 11.31. - ()

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3 71


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11.

3:
HTML- ,
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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,
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WEBSITE OPTIMIZER 3 71

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, , www.google.com/analytics/siteopt/

siteopt/help/calculator.html.
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).


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 ,

WEBSITE OPTIMIZER 3 71

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. . 11.37,
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'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

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. 11.38. Calyx Flowers

, , .
. , .


Page Sections
( ) Combinations (). . 11.39,
.
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WEBSITE OPTIMIZER

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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
Google Analytics Urchin
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
Urchin Google Analytics
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