Part I

Measuring Success

Lord Kelvin is often quoted on the reason metrics are so important: “If you cannot measure it, you cannot improve it.” That statement is ultimately the rationale for web analytics. By enabling you to identify what works and what doesn’t from a visitor’s point of view, web analytics is the foundation for running a successful website. Even if you get those wrong, web analytics provides the feedback mechanism that enables you to identify mistakes quickly.

In Part I, you will learn the following:

Chapter 1 Why Understanding Your Web Traffic Is Important to Your Business

Chapter 2 Available Methodologies and Their Accuracy

Chapter 3 Google Analytics Features, Benefits, and Limitations