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will be insignificant. To collect, for example, 50% of your data, add the following line to your analytics tracking code:
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Google Analytics
If you re working with very large data sets, consider an enterprise analytics package such as Omniture or CoreMetrics.
How Long Does It Take for Data to Appear
After you ve added the tracking code to your website, data will begin to show up within three hours. Let it run for a few days and then look at the data and ask yourself the following questions:
Do the traffic volumes make sense Is your reported traffic in relation to your sales If the reported traffic is too low, perhaps the tracking code is missing on key pages. Look at the list of content pages. Are any significant pages missing in that list If a page is missing, check the page s source code to see if the tracking code is present. Is there data in the goals Does it match your data from CRM or other tools
Using Google Analytics
If the goal data is missing or too low, check the pages and settings to see what is wrong. Google Analytics has over 50 reports. Most of us call these views, screens, pages, or panels. However, Google Analytics calls them reports, so we ll use that name in this book. As shown next, a Google Analytics
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report may show you a graph for a time span, a pie chart, and a numeric breakdown of the data.
Using the Dashboard
The Dashboard is your collection of favorite reports. You can add and remove reports in the Dashboard. After a few weeks, you ll find the reports that you like and you ll add those to the Dashboard. You can configure the Dashboard as you like. To see how to do this, let s add a report and then remove it:
1. At the far left, click Visitors and then click Languages. This shows
a list of visitors languages (English, French, and so on). Click Add to Dashboard to add this report to your dashboard, as shown next.
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Google Analytics
2. Click Dashboard to return to the dashboard. Your new report
appears at the bottom of the page.
3. To move the report, grab the gray bar and drag it to a new location. 4. To remove a report from the dashboard, click the close button at
the far right in the gray bar.
Setting the Date Range
In the calendar box, shown next, click the down arrow to open the calendar.
You have three ways to change the calendar span: click on dates in the calendar, use a timeline, or edit the dates. Here are some points about clicking on the dates in a calendar:
To select a week, click the side tab. To select a month, click the month heading.
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To select a range, as shown next, click the first date and then the second date. To scroll to another month, click the scroll arrows.
The timeline, shown next, lets you pick dates from a horizontal timeline. Here are some points to keep in mind:
Click inside the calendar to activate the grab buttons. Grab the button and resize the calendar. Grab the bottom of the box to slide the calendar.
Finally, you can also edit the dates in the text box. Click and change the dates, as shown next.
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You can also compare one time span against another: this week vs. last week, this month vs. last month, this quarter vs. last quarter. To do this, click the arrows next to Site and select Date Range. In Timeline, a green box appears next to the blue box, as shown next. The green box has the same number of days as the blue box. You can click in the box and resize each box independently. You can also slide them so you can compare June and October, for example. Click Apply, and a new graph shows both date ranges. The thick blue line shows the current (or recent) time span; the thin green line shows the previous time span. This lets you quickly compare two trends.
Google Analytics
If you don t do a comparison, you get the following chart:
If you compare the period with the previous period, you can see the improvement. The thick line is the current period; the thin line is the previous period:
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