Are you getting your money's worth out of Google Analytics? Investing time in customising your settings in Google Analytics helps you get the most out of the detailed data it offers, particularly if your library's web presence spans multiple platforms. In this issue of Library Technology Reports, experienced trainers Farney and McHale point you to the high-payoff priorities, with specific advice on such topics as How to implement Google Analytics in common content management systems, OPACs, discovery layers, and institutional repositories Cross-domain tracking, including guidance on when and how to combine or separate data across multiple domains or subdomains Identifying your website's purpose and using Goal Reports to measure results Using filters to exclude activity by library staff from your data Using event tracking to get data on use of PDFs, video player widgets, and other non-HTML objects Sample easy-to-implement HTML code is included in this issue, making it even more valuable.

Whether you're gathering information for a department report or planning a website redesign, easy access to meaningful, actionable data is critical. Farney and McHale address the distinctive needs of libraries' educational mission with specific advice on how to use Web Analytics in a library setting. Users are given clear explanations of terminology, a glossary for future reference and effective communication tips for reporting results and recommending changes or improvements. Also included: Eight examples of semi-custom and custom reporting Four case studies showing project-specific applications Advice on how to use tools such as Percent Mobile and Google Analytics to complement one another

Tracking the library user's journey is no simple task in the digital world; users can often navigate through a series of different websites, including library websites, discovery tools, link resolvers, and more just to view a single journal article. Your library collects massive amounts of data related to this journey—probably more than you realize, and almost certainly more than you analyze. Too often library analytic programs simplify data into basic units of measurements that miss useful insights. Here, data expert Farney shows you how to maximize your efforts: you’ll learn how to improve your data collection, clean your data, and combine different data sources. Teaching you how to identify and analyze areas that fit your library’s priorities, this book covers case studies of library projects with digital analytics; ways to use email campaign data from MailChimp or ConstantContact; how to measure click-through rates from unavailable items in the catalog to the ILL module; getting data from search tools such as library catalogs, journal search portals, link resolvers, and digital repositories; using COUNTER compliant data from your electronic resources; techniques for using Google Tag Manager for custom metrics and dimensions; descriptions of analytics tools ranging from library analytics tools like Springshare’s LibInsights and Orangeboy’s Savannah to more focused web analytics tools like Google Analytics, Piwik, and Woopra; and data visualization tools like Tableau or Google Data Studio. Focusing on digital analytics principles and concepts, this book walks you through the many tools available, including step-by-step examples for typical library needs.