Think you know the fundamentals of web analytics? Think again. Avinash Kaushik sheds new light on some familiar concepts, provides some clear definition for common terms, and offers up a few solid examples. You'll gain a renewed appreciation of the subtleties of Metrics, Dimensions, Objectives, Goals, Targets, Segments, and KPIs... and walk away with a framework appropriate for sites of all types.

Length: 38 min.

You will learn:

• The difference between metrics, dimensions, goals, targets, segments, and KPIs
• How to define your business objectives (it's simpler than you might think)
• Why business objectives should be DUMB
• When a metric becomes a KPI
• How to apply the framework to a variety of sites
• Why segments are Avinash's favorite things in the whole world