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Google Analytics is especially useful if you have an AdWords marketing campaign. It can help you more precisely target your campaign by analyzing the referring site that brought visitors to the page and the geographic locations of those visitors. For a campaign, you can also set up goals such as sales, lead generation, or page visit targets. Then Google Analytics will track which ads are performing best and help determine the sources of the highest-quality visitors.
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s Caution Whoever said there is no such thing as a free lunch may have had Google Analytics in mind. While the service comes at no charge to you and is incredibly robust, keep in mind that by using the service, you are providing Google with all of the visitor and usage information for your web site. Most hobbyist web sites will have no problem with giving away this information. However, many e-commerce and virtual community sites would like to keep this important data private. If you are implementing a Joomla site for an organization or another individual, make sure they are aware of these privacy aspects of using the service and get their approval before you include it on their site.
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In the Google Analytics interface, the summary display is know as a dashboard. There are a great number of more specific reports, and they are divided into four broad categories: visitors, traffic sources, content, and goals. Each set of reports provides statistical information in a way that will be most useful for that particular area. The data of the site is formatted so you can look at it from different perspectives. Each report area presents its own table or graphical display of the statistical data. For example, the Defined Funnel Navigation (see Figure 9-4) shows the entrance points for various pages that are part of a target goal set up within the Google Analytics system. This report will help you track the success of the definite site goals.
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Figure 9-4. The entrance points relate to the site goals that you have defined in Google Analytics.
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There are many, many reports available through the Google Analytics service. These reports can be selected from the hierarchical listing panel on the left side of the screen. Under the four primary categories, there are the following reports: Visitor Reports: Map Overlay, New vs. Returning, Languages, Visitor Trending, Visits, Absolute Unique Visitors, Pageviews, Average Pageviews, Time On Site, Bounce Rate, Visitor Loyalty, Loyalty, Recency, Length of Visit, Depth of Visit, Browser Capabilities, Browsers, Operating Systems, Browsers and OS, Screen Colors, Screen Resolutions, Flash Versions, Java Support, Network Properties, Network Location, Hostnames, Connection Speeds, and User Defined Traffic Sources: Overview, Direct Traffic, Referring Sites, Search Engines, All Traffic Sources, Keywords, AdWords, AdWords Campaigns, Keyword Positions, Campaigns, and Ad Versions Content: Overview, Top Content, Content by Title, Content Drilldown, Top Landing Pages, Top Exit Pages, and Site Overlay. Goal: Overview, Total Conversions, Conversion Rate, Abandoned Funnels, and Goal Value
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All reports and even dashboard information can be downloaded onto a desktop machine in a variety of formats. The three primary formats are tab-separated text file, XML, and Excel comma-separated values (or CSV). There is also a Print button that reformats the reports for best printing output (it removes the user interface and extraneous information).
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Conclusion
A webmaster can t really know who is visiting a web site without hard data. A webmaster may create a site focusing on a topic area he knows very well and expect to predict what content will be popular. Often enough, an unexpected article will catch the public s attention or gain a link reference from a highly ranked web site that will make it the most popular piece on the site. Only by examining the actual traffic of the site can such activity be ascertained. There are many more web statistics packages than the ones described in this chapter. Hopefully this overview has provided a foundation by which you can examine the numerous available applications. I would suggest that you try more than one, and by comparing them with each other, you will be able to determine the one that best suits your needs.
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