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Advanced Web Metrics with Google Analytics [Kindle Edition]

Brian Clifton
4.8 out of 5 stars  See all reviews (8 customer reviews)

Kindle Price: £25.91 includes VAT* & free wireless delivery via Amazon Whispernet
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Book Description

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.

Product Description

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–, and wrote the first edition of this book.

Product details

  • Format: Kindle Edition
  • File Size: 9708 KB
  • Print Length: 530 pages
  • Page Numbers Source ISBN: 0470562315
  • Publisher: Sybex; 2 edition (20 April 2010)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B0040QDMA0
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Bestsellers Rank: #508,133 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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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 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

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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Good resource for analytics 29 Mar. 2011
My favourite in-depth analytics book. Admittedly the only other one I've read is the one by Avinash Kaushik, but I find this much more useful simply as it focuses on Google Analytics, rather than talking about other analytics packages.

This book clearly explains the basics, then goes into huge detail about certain aspects. It's very easy to skip the more complex sections if you wish, and the author explains that you won't be missing anything crucial if you do skip it.

One of the most useful sections is that it explains what metrics different types of websites should be looking for, for explain showing what an e-commerce site should be particularly focused on.

Yes there are lots of blog posts around the net explaining analytics, but I'd still recommend reading this for the expertise and advice contained.

The only downside, it is outdated in some places. Within a few weeks from writing this review (Mar-11) a redesign of GA is coming out, so some guides are likely not to work in the future.
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2 of 2 people found the following review helpful
Format:Kindle Edition
This is a good in-depth book on Google Analytics, which will take you up to an intermediate/advanced level.

However, 2 things disappointed me -

The book is based around the old GATC, so there is no documentation at all on the asynchronous tagging & gaq_push - just a passing "this is in beta".

Filters are a powerful feature, but are addressed in little more than a section in the "Google hacks" chapter. I'd like to have seen a full chapter devoted to them.
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5.0 out of 5 stars Excellent practical book 30 Nov. 2011
Working as a Web Analyst, new to google Analytics, (used Sitecatalyst before) I found this book VERY helpful. My aim is to become a certified practioner and this book may be able to let me pass the exam.
The book has alot of theory (in a good way) and contains alot of practical screenshots, tagging instructions and recommendations and other useful hints.

Links to other useful websites and articles are also available. It is very well written and takes you through every possible Google Analytics scenario. I use this book daily and would say that this book is great for a novice as well for an advanced practitioner.

I would say: BUY IT! You won't regret!"
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Format:Paperback|Verified Purchase
A great book that delves into the intricacies of google analytics. I have had a google analytics account for quite a while now but didnt do much with it bar looking at the basic stats. All the different options just seemed too complex and time consuming to learn. Purchased this book and now I know my way around analytics and feel like I am getting the most out of it now.

If the perfomance of your web site is important and google analytics is a bit of a mystery to you, then buy this book.
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