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Advanced Web Metrics with Google Analytics Paperback – 30 Mar 2012

4.3 out of 5 stars 18 customer reviews

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Product details

  • Paperback: 600 pages
  • Publisher: Sybex; 3rd Revised edition edition (30 Mar. 2012)
  • Language: English
  • ISBN-10: 1118168445
  • ISBN-13: 978-1118168448
  • Product Dimensions: 18.8 x 3 x 23.6 cm
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Bestsellers Rank: 308,841 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

From the Back Cover

Master Google Analytics with This Complete Guide

Covering the very latest version of Google Analytics (GA), the third edition of this bestseller features more ROI–building tips and techniques than ever. Want to become proficient using all of Google Analytics′ powerful capabilities and reports? Measure the performance of your campaigns in real time? Discover the best way to track social and mobile visitors? Evaluate the impact of multichannel marketing? You′ll find all this and more in this complete practitioner′s guide. Learn how to use GA′s new features, why to use them, and how to apply everything Google Analytics has to offer to improve your website, your brand, and your bottom line.

  • Become quickly productive with the new user interface and exciting new tools such as Multi–Channel Funnels
  • Discover new capabilities, such as how to track mobile and social media visitors to your site and track embedded video usage
  • Learn super workarounds and advanced techniques and tactics you can put to use immediately
  • Follow best practices and learn from compelling, real–world examples
  • Optimize your search engine marketing, monetize a non–e–commerce site, and track offline marketing as well as online
  • Integrate Google Analytics data with third–party systems and applications, including your CRM system

It would be a cliché to say Brian Clifton knows Google Analytics like the back of his hand. But he does. So if there is only one book you can buy on Google Analytics . . . buy this book and you′ll be on your way to being an analysis ninja!"
Avinash Kaushik, author of Web Analytics 2.0 and Digital Marketing Evangelist, Google

A must–read if you′re playing in the big leagues."
Chris Sherman, Executive Editor, Search Engine Land

A great practitioners resource that not only covers the technical details for a best practice setup, but also ties it back to the business objectives."
Sara Andersson, Founder of Search Integration AB and Chairperson, Search Engine Marketing Professional Organization (SEMP), Scandinavia

With a good mix of concepts, examples and how–to′s, the book structure and writing style will please both marketers and technically inclined analysts, and even help reconcile both universes."
Stéphane Hamel, Director of Strategic Services, Cardinal Path

About the Author

Brian Clifton, PhD, is an internationally recognized web analytics expert who specializes in performance optimization using Google Analytics for a variety of high–profile brands. He formerly led the Google Web Analytics team for Europe, the Middle East, and Africa, and he initiated and helped launch the online learning center for the Google Analytics Individual Qualification (GAIQ). Brian regularly speaks at industry trade shows, maintains the popular blog Measuring Success (www.advanced–web–metrics.com/blog/), and wrote the previous two editions of this book, which are used by students and professionals worldwide.


Customer Reviews

4.3 out of 5 stars
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Top Customer Reviews

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Google Analytics is a huge free resource available to every business website owner and manager everywhere and yet very few have the time or the inclination to identify how it can instantly help them to enhance the performance of their website generally, and key web pages specifically. Having read numerous books connected with SEO, this has to be one of the best. It is very readable, extremely well structured and caters for both the inexperienced and the knowledgeable having both basic explanations as well as the most advanced.
A good read but also a good reference to have on the shelf.
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Warning! Do not buy this book if you want to use Google Analytics in 2013 or beyond. The book is absolutely useless after Google Analytics changes.

The author should have more decency and remove it from Amazon because it is redundant. At the very least the author should change the description and warn buyers that his book is outdated. I wasted the whole month of my life reading more than 600 pages of this book. I would be less disappointed if I did not have to pay the ridiculous price of $25 for a Kindle version of an outdated useless information.

Buyers be aware.
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Top professional product.
MUST to-do-read book for analytics practitioners: detailed, specific and easy-to use guide
I strongly suggest the reading to everybody - at all the level- interested in GA and in analytics in general
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Whether you're new to Google Analytics or have been under-using it for years, this book will teach you loads about a tool that's actually pretty amazing, given that it's free. There won't be many people who won't learn something from the book. I didn't have the first two editions of the book but this third is fully up-to-date (for now) and very user friendly. It's well-produced by the same publishers who do Avinash Kaushik's legendary books on web analytics and it's similarly indispensable. It doesn't just explain the many, many features that GA has but gives you methodology for implementing the potential of the tool. So, whether you're looking for the basics, for more advanced segmentation and essential features like campaign tracking or the latest stuff such as multichannel funnel analysis, it's all there and in easily digestible form. There's a colour section to supplement the many black and white illustrations, which is helpful.
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The history of Web Analytics is very recent! We saw the arrival of the World Wide Web in 1990. Silently an industry grew in the shadows, an industry designed to monitor the performance of these web sites. This started in a basic way, using simple web page counters in 1990, then moved to logfile analysis in 1995. That industry grew and has become known as Web Analytics and Google Analytics revitalised the whole thing. In teaching Digital Marketing and specialising in Marketing Research I am always at a loss for up to date teaching materials. Textbooks are outdated as quickly as they are published. Web metrics is a moving feast and the task is made harder in this specialist area.
However it must be said that Google Analytics has transformed the sector. That being the case then a GA text is essential and this fits the bill perfectly. The quality seal is the publisher who has the confidence to publish an updated version. So yes, onto the RECOMMENDED READING list for Universities and professional qualifications.
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Lots of good info, relatively low on waffle. As a technical person but a newbie to analytics I found it pretty well aimed. It covers both business and technical sides of analytics. GUI for Google Analytics has moved on since this was written. I also found I had to use the new Universal Analytics syntax when implementing the suggestions.
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A good well written book by someone who has a great track record in the field, definitely suitable to anyone embarking on using Google Analytics for the first time, or as a great refresher.

Covers the fundamentals very well but I didn't feel there was anything really that advanced (may be unfair as I'm not really sure what I was expecting - just didn't seem that advanced).
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I am a Marketing Analyst and want to broaden my portfolio to Web Analytics. Colleagues recommended I read this. I've owned it a couple of weeks and am already creating reporting suites and troubleshooting for a B2B company.
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