Chapter 1: Employing Site Analytics
In This Chapter
Discovering web analytics basics
Identifying what you’re tracking
Key performance indicators
Examining analytics packages
Analyzing log files
Web analytics are two words that can strike terror into the heart of any unsuspecting practitioner of search engine optimization (SEO). You’ve been monitoring your pay per click (PPC) campaigns (advertising campaigns where you pay every time someone clicks your link), and you’re watching to see how well your pages rank within the search engines. So you should be able to do web analytics, right?
Well, web analytics can be a little more complicated than that. For a lot of people, web analytics seems to consist of wild guessing and reading tea leaves. It can be pretty complex, but we walk you through it so it hopefully makes a little more sense. In this chapter, we give you a ...