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Google Analytics 1st Edition

15 customer reviews
ISBN-13: 978-0596158002
ISBN-10: 0596158009
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Editorial Reviews

Book Description

Understanding Visitor Behavior

About the Author

Justin Cutroni is a web analytics expert and Google Analytics Certified Partner. Justin commonly interacts with senior level management to drive the strategic use of web data and collaborates with marketing and IT teams to develop implementation plans and processes needed to generate actionable data and business insights. An active participant in the web analytics community, Justin speaks at various industry events with a strong passion for sharing knowledge and advancing the analytics industry.

Justin is authorized by Google to teach Google Analytics Seminars for Success and has conducted numerous training events in the US and Europe.


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Product Details

  • Paperback: 218 pages
  • Publisher: O'Reilly Media; 1 edition (September 6, 2010)
  • Language: English
  • ISBN-10: 0596158009
  • ISBN-13: 978-0596158002
  • Product Dimensions: 7 x 0.6 x 9.2 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #682,578 in Books (See Top 100 in Books)

More About the Author

Justin is a consultant, author, and the Analytics Advocate for Google. Some of Justin's former clients include Toyota, Sony Music, Universal Music, the National Hockey League, Wells Fargo, and HomeAway.

As a consultant, Justin commonly works with executive to help them understand how they can leverage digital analytics and online data to improve their business. He also interacts with marketing and IT teams to define what business metrics they should track and how to collect the data.

Justin is also an active participant in the digital analytics community. He publishes the blog Analytics Talk and has authored or co-authored three books: Google Analytics (O'Reilly, 2007), Performance Marketing with Google Analytics (Wiley 2010) and Google Analytics, 2nd Ed. (O'Reilly, 2010).

In 2006 he developed the initial content for the Google Analytics Seminars for Success program; an international training program focused on measuring websites performance and website optimization using Google's suite of tools. He taught the class for over 5 years.

Justin has been invited to speak at various analytics and online marketing events around the world such as eMetrics, Web Analytics Association Symposiums, STRATA Online Events and various Google Analytics user events. He's known for his entertaining presentation style and ability to simplify complex subjects and communicate them effectively to an audience.

In 2011 Justin was nominated as Innovator of the year by the Web Analytics Association. In 2012 he was nominated for Most Influential Industry Contributor by the Digital Analytics Association.

Customer Reviews

Most Helpful Customer Reviews

20 of 20 people found the following review helpful By Anthony Lawrence VINE VOICE on September 9, 2010
Format: Paperback
I had low expectations for this. After all, Google Analytics has very detailed help pages and you can find specific pages for all of the major concepts covered in this book. So what's the point?

Well, maybe there is a point. First of all, someone new to Analytics may prefer the structure of a walk through. But even someone who has been using Analytics from the day they turned it loose in December of 2005 (that's me) can benefit from the specific examples and gotchas detailed here.

For example, I had never thought of tagging links I send out in emails. I don't know why, and it's not that Google's help pages don't mention that. But their page on link tagging is very Adwords oriented, so I missed that you can tag any link. After reading this book, I have even tagged some internal site links so I can easily see if they get used.

I also hadn't thought about tracking outgoing links. Oh, I knew I could, but again I just didn't ever do it. For reasons I can't entirely explain, the section of this book that ytalks about that made me realize that there actually are a few outbound links I would like to track!

The only complaint here is the same complaint I have about far too many books: excruciatingly boring detail in the beginning that far too quickly ramps up to off-hand references without detailed explanation. I do not know why so many technical books exhibit this same pattern, but I suspect it's probably because the basic stuff is easy to detail and the more tech stuff would just get far too complicated. That's fine, I get it, but leave out the detail on the basic stuff. Nobody who is interested in the more complicated subjects needs the detail of the basics!
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4 of 4 people found the following review helpful By Ilya Grigorik on May 19, 2012
Format: Paperback Verified Purchase
If you know the right knobs, Google Analytics can do just about anything. Of course, the flexibility of the tool also comes at a price: there are a dozen ways to accomplish each task, and often it is not clear which path you should take. This book fills this void by providing a number of great recommendations for how to setup your profiles, why and how to setup profile filters, best practices for instrumenting your links, configure cross-domain tracking, deep dive on the format of the gif hits, and much more. This is a book for a power user. It mostly assumes you are already familiar with Google Analytics, you've read through the docs, you've already setup a couple of profiles, and you've bumped heads with GA on several occasions trying to configure more advanced use cases. Think of this book as your GA consultant in a box - instead much cheaper, and well documented.

Disclaimer: I've worked as an engineer/manager with the Google Analytics team. I would without hesitation (and have) recommend this book even to the GA engineers on the team.
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2 of 2 people found the following review helpful By European Sales on October 16, 2014
Format: Paperback
Very technical book but if it is read with calm and patience can be very helpful. This edition is already dated and the newer should be better.
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6 of 9 people found the following review helpful By Jason L. Mcdonald on September 11, 2010
Format: Paperback Verified Purchase
I agree with the previous reviewer. It is excruciating detail, and Analytics is probably anything but fun. I am not a metrics person, although I teach online SEO and AdWords (You can click on my profile or Google Jason McDonald and SEO). But... my students need Analytics, and the Google Support (especially Conversion University) is good, but it's nice to have a paper manual to "go along" with your journey thru Analytics.

The book has good organization. I really appreciated the chapter on FILTERS. This is very hidden in Analytics, and poorly explained. One critical thing to do is to EXCLUDE your own IP from Analytics, so that your own clicking around your website doesn't distort your data. Mr. Cutroni explains how to do this, well. I really appreciated it that.

Goals and funnels are other aspects that are explained well in the book. Unfortunately, some of the ideas like 'event tracking' are beyond the reach of the average person... That's why we have Geeks. But even if you are not going to implement these features, yourself, directly... It's good to know that they EXIST.

Knowing what to ask for is huge to Analytics success, and this book is an excellent overview. I recommend it.
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Format: Paperback Verified Purchase
This book is one of the BEST technical books I've read. It is extremely organized and so full of great information. I've read or tried to read technical books and they were very poorly written and organized. While I was reading, it almost seemed that the author read my mind because he soon answered my questions. His forte is definitely writing and presenting the information in a clear and concise manner. I will definitely use this book (daily) and keep it at the top of my list. Great information. If you don't get it, you will be missing out.
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Format: Kindle Edition Verified Purchase
Lots of interesting ideas and tricks which web masters may not aware of. The only disadvantage - last 25% of book is index, standards and some other useless stuff. I would like (personally) to see more ideas what information is worth to collect and how to use it. However, it's probably more general analytics than google analytics itself. Thanks to Justine Cutroni for sharing his experience!
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