Advanced Web Metrics with Google Analytics, 2nd Edition [Paperback]

Brian Clifton (Author)

Book Description

Publication Date: March 15, 2010

Packed with insider tips and tricks, this how-to guide is fully revised to cover the latest version of Google Analytics and shows you how to implement proven Web analytics methods and concepts.

This second edition of the bestselling Advanced Web Metrics with Google Analytics is the perfect book for marketers, vendors, consultants, and Webmasters who want to learn the installation, configuration, tracking techniques, and best practices of Google Analytics.

• Google Analytics is a free tool that measures Web site effectiveness and helps users better understand how web site performance; this book is a detailed usage guide written by one of the software's original creators
• Explains what filters keep data accurate, how to measure Flash usage and tag for e-mail marketing, and what visitor segmentation provides the most useful feedback
• Examines principles and practices of Web analytics, then shows how to use GA's reports and how to track dynamic Web pages, banners, outgoing links, and contact forms
• Discusses advanced setups for configuring goals and filters, how to integrate GA with third-party systems, and how to leverage the new API

Advanced Web Metrics with Google Analytics, Second Edition is valuable for both novice and experienced users of Google Analytics.

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.

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 (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (23 customer reviews)
• Amazon Best Sellers Rank: #35,782 in Books (See Top 100 in Books)
  • #4 in Books > Computers & Technology > Web Development > Website Analytics
  • #39 in Books > Computers & Technology > Web Development > Web Services
  • #45 in Books > Computers & Technology > Computer Science > Artificial Intelligence

More About the Author

Brian Clifton, PhD, is an internationally recognized Google Analytics expert who consults on website performance optimization for global clients. Coming from a web development and search engine optimization (SEO) background, he has worked in these fields since 1997. His business was the first UK partner for Urchin Software Inc., the com- pany that later became Google Analytics.

In 2005, Brian joined Google Europe. As 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. He is now Director of Data Insights & Analytics at Search Integration AB. You can also hear him speak at numerous conferences around the word, where he discusses "Measuring Success" - data-driven online strategies and site optimization.

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 (www.advanced-web-metrics.com/blog); 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.

Customer Reviews

Most Helpful Customer Reviews

17 of 18 people found the following review helpful:

5.0 out of 5 stars Excellent book for both beginners and advanced Analytics users, March 9, 2010

By 

Daniel Waisberg (Israel) - See all my reviews
(VINE VOICE)    (REAL NAME)   

This review is from: Advanced Web Metrics with Google Analytics, 2nd Edition (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.

9 of 10 people found the following review helpful:

5.0 out of 5 stars Extremely useful, April 28, 2010

By 

J. Whitehead (Australia) - See all my reviews
(REAL NAME)   

This review is from: Advanced Web Metrics with Google Analytics, 2nd Edition (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

9 of 10 people found the following review helpful:

5.0 out of 5 stars Fantastic book! I suggest to buy it, April 12, 2010

By 

Maria Roberta Grova (Cagliari, Italy) - See all my reviews
(REAL NAME)   

This review is from: Advanced Web Metrics with Google Analytics, 2nd Edition (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.