Server somtime delivers errors like file is not opening or causing some other failure error.  One  smart guy at that time discoverd server error logs and leveraged them to find information about hits made on the webserver.

Now log files started to get larger,  and non-techie fellows started getting interst in the data.

Dr. Stephen Turner in 1995 wrote Analogs, was one of the first analysis program that was widely available on the web.

Around 1995-96 the general users of the internet started to get exposed to web statistics because of the thing called counters. A number shows instant visits/ views.

By the year 2000, with the popularity of the web growing exponentially, web analytics was firmly entrenched as a discipline. Companies like Web Trends, Accrue, WebSideStory and coremetrics were all firmly established as key vendor, providing incresinglycomplex soltions that reported massive ammounts of data.

But at the same time people recognise that the data produce by server logs have some challanges.

Page cached by an ISP:  The challange with the caching was that after the ISP had a copy of the page, all the subsequent pages would be served from the ISP, and the website logfile would not have enteries for those subsequent pages.

Search Robot: With the increasing popularity of search engine , search bots would frequently crawl sites and leave non-web users enteries in web logs/

Phase- I

Web Analytics Fundamentals

• History of web analytics
• How web analytics software works
  • Log based software
  • Page Tagging Based Software
• How web analytics software works
• Off-Site & On-Site Analytics

Data Collection Approaches

• User-Centric
• Website-Centric
• Network-Centric
• Web Analytics Tools on in the Market

KPIs & KAIs

• Predefined KPIs
• How to define KPIs
• New Approach of KAIs

Introduction to Google Analytics

• what Google Analytics can do for your business or website
• how Google Analytics works
• how often your data is updated and how Google stores it
• how to set your Data Sharing preferences
• how to set date ranges and comparison date ranges
• how to graph data by day, week, and month
• how to compare multiple metrics on graphs
• about the user interface options for exporting data
• how to email reports to others
• how to navigate between report detail levels
• how to use the report views
• how to quickly segment and sort data in reports
• best practices for analyzing data
• how to analyze data trends
• how to use the data visualizations in Google Analytics
• where to find Pageviews, Visits, and Visitors metrics
• how Pageviews, Visits, and Visitors are calculated
• the difference between Pageviews and Unique Pageviews
• the difference between Absolute Unique Visitors and New vs. Returning Visitors
• how Time on Page and Time on Site are calculated
• how Avg. Time on Page and Avg. Time on Site are calculated
• about the Length of Visit report
• about the different kinds of traffic sources
• how to identify quality traffic
• how to identify revenue and conversion drivers
• what kinds of information to look for in keyword reports
• how campaign attribution works in Google Analytics
• how to use and interpret the Top Content, Content by Title, and Content Drilldown reports
• how to use the Top Landing Pages report
• how to use and interpret the Navigation Summary report
• how to use and interpret the Entrance Paths report

Phase-II

Google Analytics Fundamentals

• Profiles in Google Analytics
  • how to create, manage, and delete accounts
  • best practices for managing accounts
  • when to create profiles
  • how to create, manage, and delete profiles
• Campaign Tracking and Adwords Integration
  • how to track campaigns using tagged links
  • how to track AdWords campaigns
  • when to use autotagging and how it works
  • how to enable autotagging
  • where to find AdWords data in your reports
  • the expected kinds of data discrepancies between AdWords and Analytics data
  • when and how to manually tag URLs
  • how to use the URL Builder
  • best practices for tagging links
• Analysis Focus: Adwords
  • how to use the Clicks tab metrics in AdWords reports
  • how to analyze the effect of search result position on performance
  • how to track audio and TV campaigns in AdWords
  • how to track ad performance
• Goals in Google Analytics
  • the purpose of using goals, goal values, and funnels
  • when to use each Goal URL Match Type
  • how to assign meaningful values to goals
  • how goal conversions differ from transactions
  • how filters can affect goals
  • where to find goal and funnel information in reports
  • Funnel Visualization : how to use and interpret the Funnel Visualization report
• Google Analytics Filters
  • when to apply filters in Google Analytics
  • how filters act on data
  • how to create custom filters
  • the differences between the different kinds of filters (i.e. exclude, include, etc)
  • how to filter Google AdWords traffic
  • how to use filters and profiles together to track certain kinds of traffic
  • best practices for using filters
• Regular Expressions and Google Analytics
  • when to use regular expressions in Google Analytics
  • how to use the most common metacharacters: dot, backslash, etc.
  • some examples of common regular expressions in Google Analytics
• Cookies and Google Analytics
  • how Google Analytics uses cookies
  • the differences between persistent and temporary cookies
  • the differences between first party and third party cookies
  • the names of the Google Analytics cookies and the information they track
• E-Commerce Tracking
  • where to find ecommerce metrics in reports
  • how to enable and track ecommerce
• Revenue Metrics
  • the differences between goal value and e-commerce revenue
  • how $Index is calculated and how to use it
• Tracking Domains and SubDomains
  • when to track across domains using the _link() method
  • when to track across domains using the _linkByPost() method
  • how to track across subdomains
  • best practices for tracking across subdomains
  • how to track across multiple domains with subdomains

Phase –III

• Custom Reporting : how to create, save, and edit a custom report
• Advanced Segmentation
  • how Advanced Segments differ from filtered profiles
  • to apply an Advanced Segment to your reports
  • how to create and modify an Advanced Segment
• Motion Charts
  • how to read Motion Charts
  • how to create and save a Motion Chart
• Internal Site Search
  • how to set up internal site search
  • why internal site search is important
  • how to find site search information in your reports
  • how to interpret the Site Search Usage, Terms, Start Pages, and Destination Pages reports
  • how to use Search Refinement and Search Navigation options with the Search Terms report
  • how to set up and analyze Site Search Categories
  • how to find Site Search Trending
  • how Site Search metrics differ from the metrics in other reports
• Event Tracking and Virtual Pageviews
  • when to use virtual pageviews versus event tracking
  • how to generate a virtual pageview
  • how to track an event using _trackEvent()
  • the relationship between Categories, Actions, Labels, and Values
  • the difference between Total Events and Unique Events
  • best practices for setting up Event Tracking
• Custom Visitor Segment Variable
  • how to use and set the User Defined variable
  • the best practices for using User Defined
  • how to view User Defined values in reports
  • how to change session timeout value
  • how to change campaign expiration
  • how to change campaign precedence
  • how to add a search engine
  • how to treat certain keywords as direct
  • how to treat certain referring sites as direct