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Advanced Web Metrics with Google Analytics, 2nd Edition Paperback – March 15, 2010


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Product Details

  • Paperback: 528 pages
  • Publisher: Sybex; 2 edition (March 15, 2010)
  • Language: English
  • ISBN-10: 0470562315
  • ISBN-13: 978-0470562314
  • Product Dimensions: 9.2 x 7.4 x 1.1 inches
  • Shipping Weight: 1.7 pounds
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #769,478 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

Become a Google Analytics Expert: The Practitioner's Complete Guide

Want to implement and apply advanced web analytics techniques—without having to be an expert? Google insider and web metrics expert Brian Clifton helps you harness the full power of Google Analytics (GA) with this new edition of his bestselling book. This book shows you analytics that are advanced enough to give you all the crucial decision-making insights, yet simple enough to digest and quickly implement in a clever way.

Whether you're a novice or veteran, you'll soon be applying the very latest GA techniques, best practices, and some great hacks. From tracking social media to configuring data filters to interpreting results, start here and quickly improve your skills, your website, your brand, and your profits.

  • Configure a best-practice implementation for a solid web metrics platform

  • Understand features and reports in detail

  • Optimize the performance of your website by learning from real-world examples

  • Integrate AdWords, AdSense, and your internal site search tracking tool

  • Use Google Analytics in conjunction with A/B and multivariate testing

  • Optimize your online and offline marketing campaigns

  • Integrate Google Analytics data with third-party systems and applications, including your CRM system

  • Leverage the new Google Analytics API

This book is a comprehensive roadmap to helping you get the most from your metrics. It's an indispensable guide to helping you take your online marketing campaigns to the next level."—Chris Sherman, Executive Editor, Search Engine Land

If you're looking for a practical, tactical guide in how to implement and think about web marketing optimization, look no further. Brian Clifton spells it out by industry, by job function, by Key Performance Indicator, and more."—Jim Sterne, Founding Director and Chairman of the Web Analytics Association

The must-read for anyone looking to get the most value out of Google Analytics and web analytics."—Ashley Friedlein, CEO, Econsultancy

Guarantee your future employment—buy, read, and implement all of the techniques of this outstanding book."—Bill Hunt, coauthor, Search Engine Marketing Inc.

Special offers from Google Inside, get a Google AdWords gift card worth $25 and find details on how you can save 50% on the Google Analytics Individual Qualification test!

About the Author

Brian Clifton, Ph.D., is an internationally recognized Google Analytics expert who consults on website performance optimization for global clients. As the former head of web analytics for Google Europe, Middle East, and Africa, he defined the strategy for adoption and built a team of pan-European product specialists. Brian speaks at industry conferences, writes regularly on his Measuring Success blog (www.advanced-web-metrics.com/blog), and wrote the first edition of this book.


More About the Author

Brian Clifton (PhD) is an analytics advisor, author and educator who specialises in performance optimisation using Google Analytics. Recognised internationally as a Google Analytics expert, his book series Advanced Web Metrics with Google Analytics, has sold more than 70,000 copies and is used by students and professionals worldwide.

As Google's first Head of Web Analytics for Europe (2005-8), Brian built the first pan-European team of product specialists. A legacy of his work is the online learning centre for the Google Analytics Individual Qualification (GAIQ).

Brian is a guest lecturer at University College London (MSc, "Web Economics") and at the Stockholm School of Economics. You can hear him speak at numerous conferences around the word - particularly in Europe where he presents on web measurement, digital marketing, content optimisation - and how these can all interlink to create a successful online business strategy.

Customer Reviews

4.7 out of 5 stars
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See all 22 customer reviews
I would recommend this book to novices and experts alike, it's very much worth the read!
H. Shopping
Brian Clifton describes techniques that will help you understand and improve your website using Google Analytics.
Daniel Waisberg
It covers strategy, implementation and real world usage in clear terms that are easy to follow.
J. Whitehead

Most Helpful Customer Reviews

19 of 20 people found the following review helpful By Daniel Waisberg on March 9, 2010
Format: Paperback
Advanced Web Metrics is an outstanding book. It covers from shallow to Deep Ocean and gives the necessary tools to navigate through waves, tempests and calm seas. And it shows the reader how to find islands of insights!

Brian Clifton describes techniques that will help you understand and improve your website using Google Analytics. He goes over very important concepts and questions that are usually misunderstood: Why Web Analytics is important & what are the available technologies? How Google Analytics works & how it deals with privacy? Which reports should you use & how to do it? How to ensure that your data is accurate & how to enhance your reports using advanced implementation techniques?

The book is not a theoretical read; it goes into real world tasks and shows the reader what he needs to know in order to succeed using Google Analytics. In addition to showing all there is to be shown on Google Analytics, he also provides some very useful examples on third party applications that use the Google Analytics API and out of the box integrations with other tools or sources of data (CRM, call tracking, Website Optimizer).

But the biggest quality of this book is the way Dr. Clifton approaches the subject. Even readers acquainted with Google Analytics and optimization techniques described in the book will find insights that will help them understand the subject deeper and organize the knowledge in their brains.
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6 of 6 people found the following review helpful By Mark on August 6, 2010
Format: Paperback Verified Purchase
This is one of the essential manuals you should have in your analytics toolkit, along with Avinash Kaushiks Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity 2.0 and Bryan Eisenberg's Always Be Testing: The Complete Guide to Google Website Optimizer

The title is a little misleading as the book spends a lot of time going through how to set up a basic analytics properly. Well maybe that is advanced for some people, because as Brian clearly and comprehensively illustrates, it's not as easy or simple as many people think.

For this information alone it is worth getting the book.

Other chapters on setting up ecommerce and campaign tracking, I would have thought were standard stuff, but again maybe they are advanced for some users.

Again, the book provides a lot of detail and examples of how to do this properly.

If you can't get your analytics set up properly after reading this book, well, you're not paying attention.

There is some advanced stuff on hacks and custom tagging towards the end.

I'm not complaining, I learned heaps that I didn't know that I didn't know.

As I said, it's a great book and an essential one, I just think the title is misleading.

Perhaps "Analytics: How to Do the Damn Stuff Right" would have been closer to the mark.
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9 of 10 people found the following review helpful By J. Whitehead on April 28, 2010
Format: Paperback
I've already put into action some of the advanced tips in this book even though I haven't quite finished reading it yet which makes it an excellent investment. It covers strategy, implementation and real world usage in clear terms that are easy to follow. It should answer any question you have of Google Analytics, and in my opinion is more palatable than Google's own help section.

The real world examples are excellent, real situations that users will face explained in a manner that takes account of the business need, the roles effected and detailed implementation, report and analysis guides that work like a charm.

This will be one I use again and again
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9 of 10 people found the following review helpful By Maria Roberta Grova on April 12, 2010
Format: Paperback
I am very glad to have bought this book. It is fantastic!
Yesterday I passed the google analytics individual qualification with 88% score thanks to the book of Brian Clifton and Google Analytics course online.
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5 of 5 people found the following review helpful By Nigel Bradley on June 2, 2010
Format: Paperback
In teaching Digital Marketing and specialising in Marketing Research I am always at a loss for teaching materials. Textbooks are outdated as quickly as they are published. Web metrics is a moving feast and the task is made harder in this specialist area. However it must be said that Google Analytics has transformed the sector. That being the case then a GA text is essential and this fits the bill perfectly. The quality seal is the publisher who has the confidence to publish an updated version. So yes, onto the RECOMMENDED READING list for Universities and professional qualifications.
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3 of 3 people found the following review helpful By Chris W on July 30, 2010
Format: Paperback
If you're new to Google Analtyics get this book. If you've been using Google Analytics for some time, get this book.

I bought this book a few months ago and it hasn't left my desk. It contains everything you need to know on Google Analytics from start to finish and explains everything in an easy to understand, step by step manner. The fact that it also gives you the example code every step of the way makes things so much easier to implement on your own site. It's helped sort out so many of the tracking issues on our site.

I'd definitely recommend this book.
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2 of 2 people found the following review helpful By Allison Hartsoe on August 17, 2010
Format: Paperback Verified Purchase
I found this book very useful. However, it is best for people who are familiar with the basics of web analytics and at least somewhat familiar with Google Analytics. This book is not a starter guide, though it does contain many helpful step-by-step instructions. Instead, it guides the reader to understand the richer, deeper data points one can get from Google Analytics. Along the way, the author points out the subleties that differentiate a person familiar with GA from an expert-level user.

For example, when setting profile filters, it is best practice to only set one include filter. Watch out for the reverse logic which means each data entry must match *every include filter*. An easy mistake to make. The book is loaded with little call out boxes that highlight these important points. This makes it easier to skim and find something you read and not remembered exactly where it was.

As a sidenote, I also own a Kindle, and while I love taking it with me when I travel, I find it harder to go back to find specific points (even with the search feature) than using the hard copy. I know own two copies of many analytics books (hard and soft copies) for this reason!
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