Web Analytics Tutorial
Table of Contents
Forward
Lesson 1 – What is ‘Web Analytics?’
Introduction
Basic Units of Measure
Advanced Units of Measure
Further Reading
Lesson 2 – Where Are My Visitors Coming From?
Introduction
Referring Domains and Pages
Static and Dynamic Referrers
Visits Without Referrer Data
Lesson 3 – Search Engines
Introduction
Search Engine Ranking
Updating My Listing
Conclusions
Lesson 4 – Advertising
Introduction
Tracking Advertising
Hosting Advertising
Digging Deeper
Lesson 5 – Revenue Modeling
Introduction
Values and Revenue
Values and Costs
Lost Revenue
Lesson 6 – Design Considerations
Browsers
Browser Features
Language and Speed
Lesson 7 – Determining Visitor Behavior Patterns
Where Visitors Spend Their Time
Entry and Exit Points
Path Analysis
Acting on Results
Lesson 8 – Examining Subsets of Traffic
Introduction
Filtering Visits
Filtering Non-visitor Traffic
Advanced Data Analysis
Lesson 9 – Incorporating Business Goals
Goals and Desirable Outcomes
E-commerce
Qualifying Leads
Further Study
Lesson 10 – Bandwidth Management
Total Bandwidth
Peak Usage
Managing Virtual Domains
Lesson 11 – Site and Server Diagnostics
Broken Links
Hijacked Graphics
Server Issues
Lesson 12 – Investigating Troublemakers
Unusual Access Patterns
Bad Robots
Digging Deeper
What to Do About Troublemakers
Appendix A – Making Reports More Usable
Matching Expectations
Matching Business Organization
Interfacing to Content Delivery Systems
Appendix B – Technical Details of Metric Accuracy
Limitations of Metric Accuracy
Proxies, Caches and Firewalls
Validity of Agent Data
Visit Time Issues
Advanced Solutions
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Copyright 2002 by Summary.Net - Updated 18.Apr.2002
