1. Web Analytics 2.0, by Avinash Kaushik. He's the Analytics evangelist at Google and his book is very easy to read. Start here. He also keeps a blog: http://www.kaushik.net/avinash/ . The archives are a gem of a resource.
2. Advanced Web Metrics with Google Analytics by Brian Clifton. A much drier read (the guy has a PhD in Chemistry and writes with the dry academic style) but an excellent resource. There is a blog with much lower volume of posting: http://www.advanced-web-metrics.com/blog/ .
He suggests that you build an internal tracking system to compliment something like Google Analytics.
Also if there's one thing you learn first in Google analytics, it's "Custom Segments." Build a segment for your paid users or return users vs. new users. USA vs. World. 3:00 on site vs. <1 minute on site. etc. Comparing differences between these groups is invaluable.
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There are two great books for you:
1. Web Analytics 2.0, by Avinash Kaushik. He's the Analytics evangelist at Google and his book is very easy to read. Start here. He also keeps a blog: http://www.kaushik.net/avinash/ . The archives are a gem of a resource.
2. Advanced Web Metrics with Google Analytics by Brian Clifton. A much drier read (the guy has a PhD in Chemistry and writes with the dry academic style) but an excellent resource. There is a blog with much lower volume of posting: http://www.advanced-web-metrics.com/blog/ .
web analytics 2.0 is amazing.
Also watch this (GREAT) talk on the metrics you should be tracking off the bat: http://carsonified.com/blog/business/mike-mcderment-of-fresh...
He suggests that you build an internal tracking system to compliment something like Google Analytics.
Also if there's one thing you learn first in Google analytics, it's "Custom Segments." Build a segment for your paid users or return users vs. new users. USA vs. World. 3:00 on site vs. <1 minute on site. etc. Comparing differences between these groups is invaluable.