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Yahoo!® Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights

Book Description

Yahoo! Web Analytics teaches readers how to collect data, report on that data, and derive useful insights using Yahoo!’s free Web analytics tool. This detailed resource from Yahoo!’s Director of Data Insights discusses the why of Web analytics as well as the how while revealing secrets and tricks not documented elsewhere. The thorough book also offers step-by-step instructions and advanced techniques on everything from using data collection groupings to creating compelling data visualizations. It’s a must-read for all analytics professionals and those who want to be.

Table of Contents

  1. Advance Praise for Yahoo! Web Analytics
  2. Copyright
  3. Dear Reader,
  4. Acknowledgments
  5. About the Author
  6. Foreword
  7. Introduction
    1. Who Should Read This Book?
    2. Book Companion Websites
    3. Contacting the Author
  8. I. Advanced Web Analytics Installation
    1. 1. Getting Started
      1. 1.1. Competing on Analytics
      2. 1.2. Preinstallation Steps
      3. 1.3. Basic Installation
      4. 1.4. Data Collection Grouping
      5. 1.5. Adding and Managing Projects
      6. 1.6. Tracking Script Customization
    2. 2. Content and Advanced Conversion Tracking
      1. 2.1. Document Names
      2. 2.2. Document Groups
      3. 2.3. Track Downloads
      4. 2.4. Tracking Exit Links
      5. 2.5. Tracking Registered Members
      6. 2.6. Tracking Conversion Actions
        1. 2.6.1. Tracking Multiple Sales Actions During the Same Visit
        2. 2.6.2. Tracking Multiple Occurrences of the Same Action on a Web Page
        3. 2.6.3. Tracking Multiple Actions on the Same Web Page
        4. 2.6.4. Tracking On-click Actions
        5. 2.6.5. Visitor Conversion Count Methodology
      7. 2.7. Track Revenue
        1. 2.7.1. Tracking Revenue in Multiple Currencies
        2. 2.7.2. Track Order ID
        3. 2.7.3. Revenue Encryption
      8. 2.8. Creating Scenarios for Funnel Analysis
    3. 3. Enterprise Campaign Tracking
      1. 3.1. Types of Campaigns
      2. 3.2. Paid Search Setup
      3. 3.3. Creating and Managing Campaign Categories
      4. 3.4. Identifying Campaigns
      5. 3.5. Setting Up New Campaigns
        1. 3.5.1. Single Campaign Management
        2. 3.5.2. Bulk Campaign Management
      6. 3.6. Setting Up a Fallback Campaign
      7. 3.7. Example Paid Search Deployment
        1. 3.7.1. Yahoo! Paid Search
        2. 3.7.2. Google Paid Search
        3. 3.7.3. Microsoft Paid Search
        4. 3.7.4. Paid Search Verification Opportunities
      8. 3.8. Internal Campaigns
    4. 4. Merchandising Tracking and Reporting
      1. 4.1. Merchandising Basics
      2. 4.2. Setting Up Merchandising Tracking
        1. 4.2.1. Tracking SKU Information
        2. 4.2.2. Tracking Units and Amounts
        3. 4.2.3. Working with Multiple Currencies
      3. 4.3. Tracking Products Viewed
      4. 4.4. Tracking Products Added to the Cart
      5. 4.5. Track Pending Sales and Reconciling Orders
      6. 4.6. Tracking Products Purchased
      7. 4.7. Tracking Discount, Tax, and Shipping
      8. 4.8. Setting Up Merchandising Categories
      9. 4.9. Merchandising Setup Tips
        1. 4.9.1. Avoiding Duplicate Order IDs Captured in Different Visits
        2. 4.9.2. Tracking Sales Across Secure and Nonsecure Domains
    5. 5. Advanced Instrumentation
      1. 5.1. Tracking Custom Fields
      2. 5.2. Tracking Internal Searches
      3. 5.3. Instrumentation for Flash-Based Objects
      4. 5.4. Instrumentation for Ajax-Based Objects
        1. 5.4.1. Tracking Page Views vs. Actions Alone
        2. 5.4.2. Artificially Triggering Campaigns
      5. 5.5. Setting Up External Data Sources
      6. 5.6. Validating Your Code
  9. II. Utilizing an Enterprise Web Analytics Platform
    1. 6. Working with Report Results
      1. 6.1. What to Expect from a Report
      2. 6.2. A Traditional Reporting Interface
      3. 6.3. Using Calendars for Time Period Reporting
        1. 6.3.1. Reporting on Unique Visitors over Specific Time Periods
        2. 6.3.2. Time Comparative Reporting
      4. 6.4. Using Cross-Reference Filters
        1. 6.4.1. Choosing Scope of Filter
        2. 6.4.2. Using the Right Traffic Attribution Filters
        3. 6.4.3. Applying Regular Expression Filters
        4. 6.4.4. Adding and Using Metric Filters
      5. 6.5. Using Drill-downs and Drill-throughs
      6. 6.6. Sorting Report Results
      7. 6.7. Color-Coding Data
      8. 6.8. Applying Report Notes and Reasoning
      9. 6.9. Exporting Data
    2. 7. Customizing Report Results
      1. 7.1. Using Metric Alerts
        1. 7.1.1. What to Monitor with an Alert
        2. 7.1.2. Alert Timing and Triggers
      2. 7.2. Event Management
      3. 7.3. Using Scheduled Reports
      4. 7.4. Building Custom Reports
      5. 7.5. Bookmarking Reports
      6. 7.6. Using Segments in Reporting
        1. 7.6.1. Creating and Configuring Segments
        2. 7.6.2. Segmenting Loyal Customer Data
        3. 7.6.3. Additional Tips on Setting Up Data Segments
      7. 7.7. User Rights and Role Administration
    3. 8. Using Basic Reports as Templates for Customization
      1. 8.1. Visit Reports
      2. 8.2. Demographics Reports
      3. 8.3. Content Reports
      4. 8.4. Navigation Reports
      5. 8.5. Search Engines and Referrers Reports
      6. 8.6. Conversion Reports
      7. 8.7. System Reports
    4. 9. Using Dashboards
      1. 9.1. Defining a Dashboard
      2. 9.2. Adding a New Dashboard
      3. 9.3. Adding New Dashboard Items
      4. 9.4. Understanding Dashboard Items
        1. 9.4.1. Tabular Data
        2. 9.4.2. Pie Charts
        3. 9.4.3. Bar and Row Charts
        4. 9.4.4. Key Performance Indicators (KPIs)
        5. 9.4.5. Gauge
        6. 9.4.6. Goal Charts
        7. 9.4.7. Trend Charts
        8. 9.4.8. Notes
    5. 10. Distinctive Reports and Usage
      1. 10.1. Understanding Path Analysis
        1. 10.1.1. Standalone Path Analysis Reports
        2. 10.1.2. Path Analysis Drill-Down Examples
      2. 10.2. Using Scenarios for Funnel Analysis
        1. 10.2.1. Setting Up a Predefined Scenario
        2. 10.2.2. Setting Up an Ad Hoc Scenario
      3. 10.3. Merchandising Reports
        1. 10.3.1. Merchandising Summary Report
        2. 10.3.2. Cross-Sell Analysis Report
        3. 10.3.3. A Sample Custom Merchandising Report
      4. 10.4. Using Campaign Reports
      5. 10.5. Using Internal Search Reports
  10. III. Actionable Insights
    1. 11. Paid Search Analysis and Optimization
      1. 11.1. Defining Paid Search Objectives
        1. 11.1.1. Tips for Clarifying Your Objectives
        2. 11.1.2. Paid Search as a Cross-Channel Optimization Tool
      2. 11.2. Getting Started with Paid Search Analysis
        1. 11.2.1. Organizing Ad Groups
        2. 11.2.2. Matching Options
        3. 11.2.3. Search Engine Content Networks
        4. 11.2.4. Comparing Search Engine Data to Your Website Data
      3. 11.3. Detailed Paid Search Reporting
      4. 11.4. Optimizing Paid Search for an E-commerce Site
      5. 11.5. Optimizing Paid Search for a Content Site
      6. 11.6. Balancing Paid Search with Organic Search
    2. 12. Form Analysis and Optimization
      1. 12.1. Form Analysis and Form Actions
        1. 12.1.1. Using Funnels in Form Optimization
        2. 12.1.2. Prequalifying Traffic Sent to the Funnel
      2. 12.2. Form Abandonment
      3. 12.3. Form Page Optimization
      4. 12.4. Form Submit Optimization
    3. 13. Content Optimization and Competitive Analysis
      1. 13.1. Using the Long Tail for Keyword Optimization
      2. 13.2. Using the Long Tail for Content Optimization
      3. 13.3. Determining the Width of Your Internal Search Query Box
      4. 13.4. Optimizing Content for Search- and Navigation-Dominant Visitors
      5. 13.5. Using Competitive Intelligence
        1. 13.5.1. Competitive Intelligence Tools
        2. 13.5.2. Comparing Metrics Appropriately
        3. 13.5.3. Finding Your Competitors in Upstream and Downstream Visits
        4. 13.5.4. Comparing Traffic from Search Engines
        5. 13.5.5. Who Owns Which Part of the Funnel?
  11. A. Yahoo! Web Analytics Web Services API
    1. A.1. API Framework
    2. A.2. API Calls
      1. A.2.1. login
      2. A.2.2. ScheduleReportJobStandard
      3. A.2.3. cancelOrder