As part of my research for the report I’m currently writing for the Ark Group (here’s the first report I wrote for them), I’m looking deeper into Google Analytics (GA).
I use GA at a superficial level because, being largely ‘number blind’, going deeper than a superficial level fills me with boredom and an intense desire to hurl myself out of a window.
As part of my research I picked up a copy of Avinash Kaushik’s excellent book, ‘Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity’. On the companion cd there’s a dead-handy ‘Power User Guide’ written by VKI Studios.
The Guide looks at not only the superficial stuff and what intelligence you can glean from it, but also takes a good look under the bonnet of GA to uncover areas of your website that are working well and areas that aren’t, and what you might want to try in order to fix the latter.
I made the mistake of printing off the pdf’d User Guide, whereas reading it in its native pdf state allows you to watch embedded videos that help make more sense of the content.
A fabulous addition to Avinash’s brilliant book and I thoroughly recommend you pick up a copy for yourself. Not having bought it as an electronic download, I don’t know if and how Avinash’s bonus material is delivered, but I’d be interested to hear from someone who has.