The guide will start with a broad explanation of performance marketing and get progressively more specific, closing with step-by-step analysis and applications. In-depth code examples will be downplayed. Instead of overwhelming marketers with the ins and outs of JavaScript, the emphasis will be on how to communicate features to a webmaster or developer to assist with installation. Source material will include learning's and case studies from the authors own experience as well as a dedicated research project making use of a direct connection to Google's customer base. Topics will include basic configuration as well as in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more. The author's emphasis throughout the book will consistently be on using Analytics to achieve business objectives.Coverage will focus mainly on Google Analytics, with some consideration given to Google's other conversion-oriented tools (in order of importance): AdWords and AdSense Google Website Optimizer Insights for Search Google Trends Webmaster Tools Search-based Keyword ToolSome additional tracking options may also be covered very briefly including: Brand tracking studies Usability research Competitive analysis Panels (Comscore, Nielsen) Statistical tools Greasemonkey scripts