- Paperback: 384 pages
- Publisher: Sybex (1 April 2008)
- Language: English
- ISBN-10: 0470253126
- ISBN-13: 978-0470253120
- Product Dimensions: 18.5 x 2 x 23.4 cm
- Average Customer Review: 4.4 out of 5 stars See all reviews (16 customer reviews)
- Amazon Bestsellers Rank: 1,208,256 in Books (See Top 100 in Books)
- See Complete Table of Contents
Advanced Web Metrics with Google Analytics Paperback – 1 Apr 2008
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From the Back Cover
How Does Your Website Measure Up?
Are you getting the most out of your website? Google insider and web metrics expert Brian Clifton reveals the information you need to get a true picture of your site′s impact and stay competitive using Google Analytics (GA) and the latest web metrics methodologies.
Which marketing campaigns work best? How do you quantify their success? What indicators should you track? Packed with techniques and insider secrets not documented elsewhere, Advanced Web Metrics with Google Analytics has the expert guidance you need to enhance your brand and increase your site′s ROI. Learn how to:
Measure your web traffic and understand its impact on ROI
Configure your data collection parameters, then extract and analyze the collected data
Drill down to the precise visitor segments or time periods you choose
Discover how long it takes for your visitors to convert to customers
Follow best practices for page tagging and tracking dynamic web pages, Flash events, banners, and more
Optimize checkout systems, pay–per–click campaigns (including AdWords), SEO, and e–mail marketing, and use ad version testing in conjunction with multivariate testing
Centralize your data collection and track offline campaigns
This book is a recipe for measuring your success and optimizing your online marketing."
Jim Sterne, Founding Director and Chairman of the Web Analytics Association
I can confidently recommend this book to anybody serious about turning web analytics into a competitive business advantage."
Dennis R. Mortensen, COO, IndexTools, Inc.
Brian Clifton does a fantastic job of explaining how to effectively power a web analytics strategy using Google Analytics. Both new and seasoned GA users will benefit from Brian′s book and his expertise."
Justin Cutroni, Director of Analytics and Testing, EpikOne
What Brian Clifton doesn′t know about Google Analytics probably hasn′t been invented yet. In this book he shares his extensive knowledge in a concise and coherent fashion."
Neil Mason, Managing Director, Applied Insights
What′s fantastic about this book is the practical, detailed help it gives you to get real value out of your web analytics tool."
Ashley Friedlein, CEO, E–consultancy.com
About the Author
Brian Clifton, Ph.D., leads the Google Web Analytics team for Europe, the Middle East, and Africa. He is a noted web analytics and search engine marketing expert who speaks at industry trade shows (including Search Engine Strategies, Emetrics Summit, and Search Marketing World), maintains a blog on web metrics and Google Analytics (www.advanced–web–metrics.com), and has written numerous white papers.
Top Customer Reviews
Brian Clifton has written a really useful guide to getting the most benefit out of Google's free web analytics system. He is, of course, well-placed to do that as he leads the Google Analytics team for Europe, the Middle East and Africa.
Part one is a good overview of web analytics is. Chapter one explains what web analytics is and what you can get out of it. Chapter two goes into more detail about the method that people use to analyse their web site traffic and chapter three introduces Google Analytics and explains where it fits into the web analytics landscape.
Part two gives an introduction to using Google Analytics. Chapter four looks at the interface to Google Analytics. This chapter gives the reader a good free for the interactivity of the Google Analytics interface. It's this interactivity that makes Google Analytics far easier to use than many of its competitors. Chapter five looks in more depth at ten of the reports that the system generates. By the end of this chapter I was already learning new little tips about the system.
Don't expect the full story about web analytics and how to interpret figures and metrics provided by Google Analytics. And I guess this wasn't the true purpose of the book. Web Analytics is quite difficult. It can't be explained on paper.
But you can surely expect an excellent in-depth overview of Google Analytics and how to properly collect and find actionable data in the generated reports.
After a first reading, this book remains highly valuable. I'm sure I will use it a lot as a reference book (with a handy index). Therefore, I suggest a hard cover for the next issue. A special edition for the fans?
If you're interested in the measurement side of online marketing, this book is highly advised. I've you like to learn more, if not everything about the Web Analytics power tool of Google, this book is a must read. You will not regret it.
It is a recipe for a growing enthusiasm for Google Analytics and Web Analytics. Brian Clifton gives you a long enduring ROI with his book. Five thumbs up for that!
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.
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.
If you really want to understand how Google Analytics works and how it can be utilised for your own business purposes, I would recommend
Web Analytics An Hour a Day by Avinash Kaushik.
Most Recent Customer Reviews
I cannot tell you how much this book has opened my eyes to what is possible with GA. I knew there was potential but what you can achieve is really good. Read morePublished on 3 July 2012 by Darren Azzopardi
Working as a Web Analyst, new to google Analytics, (used Sitecatalyst before) I found this book VERY helpful. Read morePublished on 30 Nov. 2011 by Syed Ali Naqvi
Great book! I have been in online marketing industry for last 8 years now and never came across a book like this before. Read morePublished on 1 Sept. 2011 by Ray Khan
This book is "must have" for webmasters, web marketing department and anybody who want to improve their website traffic, conversation rates, find weak pages, errors on web and more... Read morePublished on 14 May 2011 by Svarcs
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... Read morePublished on 14 Oct. 2010 by W. B. Taylor
I haven't had time in my life to read this book form cover-to-cover just yet, but having dipped in and out of it, I am very impressed so far. Read morePublished on 22 Jun. 2010 by Kimball Conley
This book is superb, not only is it a great reference book, but it also has great advice on how to analyse reports and also covers the more complicated issues involving Google... Read morePublished on 23 May 2010 by David Whitehouse
Few things can be better than a book written by someone on the inside (though he isn't any more). Brian Clifton has written an excellent book for both beginners and intermediate... Read morePublished on 15 Dec. 2009 by 5itus
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