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Advanced Web Metrics with Google Analytics [Kindle Edition]

Brian Clifton
4.7 out of 5 stars  See all reviews (38 customer reviews)

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Book Description

Get the latest information about using the #1 web analytics tool from this fully updated guide

Google Analytics is the free tool used by millions of web site owners to assess the effectiveness of their efforts. Its revised interface and new features will offer even more ways to increase the value of your web site, and this book will teach you how to use each one to best advantage. Featuring new content based on reader and client requests, the book helps you implement new methods and concepts, track social and mobile visitors, use the new multichannel funnel reporting features, understand which filters to use, and much more.

  • Gets you up and running with all the new tools in the revamped Google Analytics, and includes content requested by readers and users especially for new GA users
  • Covers social media analytics features, advanced segmentation displays, multi-dashboard configurations, and using Top 20 reports
  • Provides a detailed best-practices implementation guide covering advanced topics, such as how to set up GA to track dynamic web pages, banners, outgoing links, and contact forms
  • Includes case studies and demonstrates how to optimize pay-per-click accounts, integrate AdSense, work with new reports and reporting tools, use ad version testing, and more

Make your web site a more effective business tool with the detailed information and advice about Google Analytics in Advanced Web Metrics with Google Analytics, 3nd Edition.

Editorial Reviews

From the Back Cover

Master Google Analytics with This Complete Guide

Covering the very latest version of Google Analytics (GA), the third edition of this bestseller features more ROI-building tips and techniques than ever. Want to become proficient using all of Google Analytics' powerful capabilities and reports? Measure the performance of your campaigns in real time? Discover the best way to track social and mobile visitors? Evaluate the impact of multichannel marketing? You'll find all this and more in this complete practitioner's guide. Learn how to use GA's new features, why to use them, and how to apply everything Google Analytics has to offer to improve your website, your brand, and your bottom line.

  • Become quickly productive with the new user interface and exciting new tools such as Multi-Channel Funnels
  • Discover new capabilities, such as how to track mobile and social media visitors to your site and track embedded video usage
  • Learn super workarounds and advanced techniques and tactics you can put to use immediately
  • Follow best practices and learn from compelling, real-world examples
  • Optimize your search engine marketing, monetize a non-e-commerce site, and track offline marketing as well as online
  • Integrate Google Analytics data with third-party systems and applications, including your CRM system

It would be a cliché to say Brian Clifton knows Google Analytics like the back of his hand. But he does. So if there is only one book you can buy on Google Analytics . . . buy this book and you'll be on your way to being an analysis ninja!"
Avinash Kaushik, author of Web Analytics 2.0 and Digital Marketing Evangelist, Google

A must-read if you're playing in the big leagues."
Chris Sherman, Executive Editor, Search Engine Land

A great practitioners resource that not only covers the technical details for a best practice setup, but also ties it back to the business objectives."
Sara Andersson, Founder of Search Integration AB and Chairperson, Search Engine Marketing Professional Organization (SEMP), Scandinavia

With a good mix of concepts, examples and how-to's, the book structure and writing style will please both marketers and technically inclined analysts, and even help reconcile both universes."
Stéphane Hamel, Director of Strategic Services, Cardinal Path

About the Author

Brian Clifton, PhD, is an internationally recognized web analytics expert who specializes in performance optimization using Google Analytics for a variety of high-profile brands. He formerly led the Google Web Analytics team for Europe, the Middle East, and Africa, and he initiated and helped launch the online learning center for the Google Analytics Individual Qualification (GAIQ). Brian regularly speaks at industry trade shows, maintains the popular blog Measuring Success (, and wrote the previous two editions of this book, which are used by students and professionals worldwide.

Product Details

  • File Size: 12542 KB
  • Print Length: 600 pages
  • Publisher: Sybex; 3 edition (March 30, 2012)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B007RSUSZ0
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Enabled
  • Amazon Best Sellers Rank: #61,562 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
29 of 30 people found the following review helpful
5.0 out of 5 stars Must Read for Online Marketing Professionals March 29, 2012
By Ken M
Format:Paperback|Verified Purchase
I just got my hands on the 3rd edition of Advanced Web Metrics, and I am happy to say it is a great update to the book. I have said for a while that anyone interesting in online marketing should start by reading Advanced Web Metrics. They then should go learn about all the functional areas of online marketing (e.g., paid search, SEO, email marketing, etc.) and then come back and read Advanced Web Metrics again. Metrics are the cornerstone of online marketing, and Brian Clifton just nails the subject. He does a great job of weaving high level concepts together with real world implementation.

The 3rd edition keeps the book fresh and tackles a number of areas that have changed since the 2nd edition (e.g., the new Google Analytics interface). This is a fast moving area after all!

The only topic I would like to see Brian cover in more detail is privacy. The theories on privacy are pretty clear, but the tools are moving so quickly that there are some gray areas in the real world. Hopefully we will see that in the 4th edition!

The 2nd edition of Advanced Web Metrics has been the only book sitting on my desk for the last 12 months (because it is so darn handy). Now the 3rd edition will have to take its place.
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12 of 12 people found the following review helpful
4.0 out of 5 stars this is a monster of a book! October 10, 2012
Format:Paperback|Verified Purchase
Lots of great info, but just so you know, this book is huge! It's like a college textbook. Most of these types of instructional books I've purchased were a bit more manageable, but this isn't the kind of book you pick up and read front to back in a few days. I guess I was hoping for something a bit more directed at the basics. But this is an in-depth look at google analytics. I can't fault them for that, but it's something I wish I realized before buying it.
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9 of 9 people found the following review helpful
5.0 out of 5 stars The Only Google Analytics Book You Need June 20, 2012
Format:Paperback|Verified Purchase
This book somehow is perfect for both newbies to Google Analytics as well as experts. I read Brian's 1st Edition of his book about 4 years ago when I was just learning Analytics, and it not only brought me up to speed, I discovered I knew things others who had been doing Internet Marketing for years didn't know. I then read his 2nd Edition and relearned things I had forgotten. Now with the 3rd Edition (the best one of all) I am fluent in the new Analytics interface and reports, and I like the color reports he included. This newest edition has many more pages and the content not only shows how to do things, but more importantly it explains why.

IMO there are two great Internet Marketing book writers in the world, and Brian Clifton is one of them.
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10 of 12 people found the following review helpful
5.0 out of 5 stars The best edition yet - Worth every penny! May 16, 2012
Format:Paperback|Verified Purchase
When this book was released in March, I already owned Brian's two previous editions, so I was a little on the fence about buying the third edition. Eventually, I broke down and bought the 3rd edition, because my second edition was so worn-out. To my surprise the 3rd edition was much larger than the 2nd edition, so I quickly saw this was not just a re-hash of the same. Not only was this book chock full of new information, it had some great code examples for the new version of Google Analytics. This is what I expect in a book titled "Advanced Web Metrics." I can get the basics online, in blogs, but Brian's books really help as a guide to going to the next level. Don't get me wrong there is a good balance here, with plently for those new to Google Analytics as well, including a lovely "Google Analytics in Color" section for those unfamiliar with GA. In short, this book I keep handy as my reference for the right answer on most questions and I cannot recommend it enough for those who are serious about analytics. It was worth every penny.
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7 of 8 people found the following review helpful
5.0 out of 5 stars Genial :) May 17, 2012
By Monica
I already had the 2nd edition and I was looking forward a 3rd one. I had no doubts in buying it, it's "the book" anyone working daily with Google Analytics should have. Almost all the issues you may have, are resolved in the book.
It is easly to read even for non-English speakers (I'm spanish).
I love the structure (basic chapters and advanced ones) and tips and as Google Analytics is changing so quickly I am already looking forward a 4th Edition.
Congrats Brian and all the staff involved in the edition of these books.
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3 of 3 people found the following review helpful
Format:Paperback|Verified Purchase
You will know how GA works, how to configure, how to test if it's working, every single report, some concepts like dimensions and metrics, filters, and name it. Just everything you need to use it in an advanced way and maybe to get GAIQ certification.
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2 of 2 people found the following review helpful
5.0 out of 5 stars The essential Google Analytics Book February 16, 2013
Format:Kindle Edition|Verified Purchase
There are thousands of online resources you can use to learn Google Analytics but what they largely lack is why you are using it. The context behind the reports, how it relates to improving your site, your goals, your marketing strategy and so on is what this book brings to the reader. If you are using GA for business or are a marketer you need this book.

I went on and received my GA Individual Qualification after reading this book. I still needed all the Google University videos and training documents to do it but I felt this book was very important toward my success.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Great for beginners and pros as well January 7, 2013
By A. Liss
Format:Kindle Edition|Verified Purchase
As someone with very little analytics experience I found this book to be at just the right level. I highly recommend it.
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Most Recent Customer Reviews
5.0 out of 5 stars A must-read for online marketers!
It's an excellent book for Google Analytics users. It covers the topics from the implementation of GA to data interpretation from various perspectives, such as events, in-page... Read more
Published 9 days ago by Anonymous
5.0 out of 5 stars I love it
Impressive knowledge book.
Published 13 days ago by Amazon Customer
5.0 out of 5 stars Best Guide for Google Analytics
Even though it was published in 2012, this book is still extremely resourceful. Whether you want to use the default information Google Analytics provides or create your own... Read more
Published 2 months ago by Solowe
4.0 out of 5 stars Complex, In Depth
Too difficult and complex for me -- it would have been great if Analytics was for me.
Published 2 months ago by Helen Earth Angel Oils
5.0 out of 5 stars My Analytics Companion
This is one of the books on my desk, its the ultimate reference for me on web analytics. Totally enjoy the way it reads
Published 3 months ago by Stanislaus Martins
4.0 out of 5 stars The missing manual
Google's documentation is sparse and contradictory at best. Brian Clifton has continued his track record with this series of producing a very readable, extremely helpful resource... Read more
Published 6 months ago by Brian Faidell
5.0 out of 5 stars Great! THE reference for GA
Definitely recommend this book to anyone using Google Analytics. I've read it pretty much from start to end, and use it as reference material too. Read more
Published 6 months ago by Jonathan Marsan
2.0 out of 5 stars Boring book
It's not a nice book to read, I quit in the 3th or 4th chapter because I've lost interest in it.
Published 9 months ago by Marina Milos
5.0 out of 5 stars This is a great book for any level of SEO artist.
I work for an ecommerce company as the director of ECommerce - this is a great book. You learn a lot of Google Analytics by using it. Read more
Published 10 months ago by T. Altman
5.0 out of 5 stars In depth GA textbook
Brian Clifton goes very deep into the inner workings of Google Analytics and gives real world examples of how he implements its execution. Read more
Published 10 months ago by James J
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More About the Author

Brian has been involved in web design and SEO since as far back as 1997, when he built his first website and started defining best practise to advise clients. He was the founding Head of Web Analytics for Google EMEA (2005-8), building the first pan-European team of product specialists. A legacy of his work is the online learning centre for the Google Analytics Individual Qualification.

Brian is now Director of Data Insights & Analytics at Search Integration AB - a company specialising in strategic search and social marketing. He is also the Founder and Senior Strategist for - a company specialising in performance optimisation using Google Analytics for global clients.

Some Deeper Background (i.e. older!)

Brian received a BSc in chemistry from the University of Bristol in 1991 and a PhD in physical and theoretical chemistry in 1996. Further work as a postdoctoral researcher culminated in publishing several scientific papers in journals, including Molecular Physics, Colloids and Surfaces, and Langmuir. During that time, he was also an interna- tional weightlifter, representing Great Britain at world and European championships.

Studying science at university during the early nineties meant witnessing the incred- ible beginnings of the Web. In 1991, Tim Berners-Lee, a scientist working at the CERN laboratory in Switzerland, launched the first web browser and web server to the academic community, thereby sowing the first seeds of the World Wide Web.

Although the communication potential of the Web was immediately clear to Brian, it took a little while for ideas to formulate around business opportunities. In 1997 he left academia to found Omega Digital Media, a UK company specializing in the provision of professional services to organizations wishing to utilize the new digital medium.

Since leaving the field of chemical research (and weightlifting), Brian has continued to write--on his blog, Measuring Success (; as a guest writer on industry forums, and via white papers.

Brian holds the title of associate instructor at the University of British Columbia for his contribution to teaching modules in support of the Award of Achievement in Web Analytics. He was born in Manchester, United Kingdom, and now lives in Sweden.


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