Part IV

Using Visitor Data to Drive Website Improvement

Reporting, although important, is only half the story. The real power of web analytics lies in what you do with the data. Having a clear understanding of visitor behavior enables you to identify bottlenecks in conversion processes and marketing campaigns so you can improve them. That is, you can turn inert data into actionable information.

Part IV is about using data, from determining the most important metrics of performance (how to measure success) to optimizing pages, processes, and online and offline marketing campaigns. In addition, integrating Google Analytics data with third-party applications is a recent phenomenon that is on the increase.

In Part IV, you will learn the following:

Chapter 10 Focusing on Key Performance Indicators

Chapter 11 Real-World Tasks

Chapter 12 Integrating Google Analytics with Third-Party Applications