Microsoft Adcenter Analytics : Tracking, Reporting, and Analyzing for Data-Driven Insights

by Jason Burby; Brad Gagne

• ISBN13: 9780470405536
• ISBN10: 0470405538
• Format: Paperback
• Copyright: 2009-05-01
• Publisher: Sybex
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Summary

Written by web metrics experts with close ties to the software's development team, Advanced Web Metrics with Microsoft adCenter Analytics is the first book to offer adCenter Analytics tips and techniques while showing readers how to actually implement the web analytics methods and concepts that theoretical books just talk about.Advanced Metrics with Microsoft adCenter Analytics begins by looking at today's web analytics principles and best-practices processes before providing an advanced installation guide that includes detailed information on using reports and managing access. The book then explains how to best use adCenter Analytics' custom views before delving into the crucial reporting and dashboard features. Understanding, measuring, segmenting, and interpreting data from visitors and visits is then explored. This section of the book also discusses how to gather and interpret key data about how visitors enter, exit, and navigate the reader's website. Finally, the book focuses on understanding traffic source data, provides detailed information on tracking ad campaign and e-commerce effectiveness by teaching readers how to measure and analyze paid keyword position and performance, revenue data, conversions, average order value, and ROI reporting. This in-depth book also features a foreword by the adCenter Analytics product manager and is packed with case studies, hands-on exercises, and sidebars and tips provided by key members of the adCenter Analytics development team so that all readers are empowered to use Microsoft adCenter Analytics to improve their website performance.