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Advanced Web Metrics with Google Analytics
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29 of 32 people found the following review helpful
on March 29, 2012
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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20 of 21 people found the following review helpful
on March 3, 2015
Would be a great book if it wasn't completely outdated. This third edition, the latest (as of Feb 2015) was published in 2012. Since then Google Analytics has migrated from Classic Analytics to Universal Analytics - which means all the code in this book is now completely irrelevant. Additionally Google has changed around a lot of the names, which makes this a very confusing book (i.e. what they called profiles in this book are now called views, etc.) That means everything you read here must be verified by checking on the google analytics help center, which completely defeats the purpose of the book. The vast majority of the content is online for free anyways.

If this book is being sold it needs to be made clear that its based on a legacy version of GA and that its not relevant to anyone who has created a google analytics account in the past 1.5 years.
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12 of 14 people found the following review helpful
on October 10, 2012
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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10 of 12 people found the following review helpful
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 14 people found the following review helpful
on May 16, 2012
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 10 people found the following review helpful
on May 17, 2012
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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on July 8, 2015
I had to get this book for a class. Can't for the life of me understand why the instructor selected this book. The author presents the information in such a complicated manner that is completely unneccessary. Not sure if it's because he's a techi because I also have a technical background and found this book cumbersome. Try the Dummies series instead. Thank God I read that before taking this class because if I hadn't I would have hated Google Analytics. If you are a marketing person DO NOT read this book. If someone requires it for a class ask them for another book that presents analytics in laymen's terms and using practical business examples. The only reason I think my instructor required it for the course is because he has some type of business relationship with the author. The author works for Google and the book is a bit of a marketing ploy.
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2 of 3 people found the following review helpful
on February 16, 2013
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 3 people found the following review helpful
on September 11, 2012
This book is full of practical examples of GA uses and is a must-have for anyone who wishes to learn how to use GA effectively. Explanations are clear and useful. Good material for teaching a class too.
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1 of 2 people found the following review helpful
on July 4, 2013
I started getting interested in Online Advertising around the year 2007. I bought a book called "The Online Advertising Playbook" and that book gave an excellent overview of concepts such as behavioral targeting, location-based targeting etc. Then I read Avinash Kaushik's "Web Analytics: An Hour A Day". It was an excellent introduction to web analytics. Earlier this year I bought and read Avinash Kaushik's "Web Analytics 2.0" - it was a reasonably good book and I am glad I read it.

I loved reading Brian Clifton's "Advanced Web Metrics with Google Analytics". I read every page of its 550+ pages in a little under 9 hours. A bit about my background - I have been working in the enterprise applications software (e.g., Oracle, Salesforce, Netsuite etc.) industry for about 23 years. For the last few years I have been doing some work on Google Analytics and so I am very familiar with GA. At present I use GA to evaluate how users at my client are interacting with a web-based application. Clifton's book is an excellent combination of an introduction to Google Analytics as well as best practices. I think the word "advanced" in the title may be incorrect because the web metrics that he describes should be standard metrics for web performance measurement.

I highly recommend this book to anyone that wants to read just ONE book on how to use Google Analytics.
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