Advanced Web Metrics with Google Analytics Paperback – Mar 15 2010
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From the Back Cover
Become a Google Analytics Expert: The Practitioner's Complete Guide
Want to implement and apply advanced web analytics techniqueswithout 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 employmentbuy, 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-metrics.com/blog), and wrote the first edition of this book.
Inside This Book(Learn More)
Most Helpful Customer Reviews on Amazon.com (beta)
Brian Clifton describes techniques that will help you understand and improve your website using Google Analytics. He goes over very important concepts and questions that are usually misunderstood: Why Web Analytics is important & what are the available technologies? How Google Analytics works & how it deals with privacy? Which reports should you use & how to do it? How to ensure that your data is accurate & how to enhance your reports using advanced implementation techniques?
The book is not a theoretical read; it goes into real world tasks and shows the reader what he needs to know in order to succeed using Google Analytics. In addition to showing all there is to be shown on Google Analytics, he also provides some very useful examples on third party applications that use the Google Analytics API and out of the box integrations with other tools or sources of data (CRM, call tracking, Website Optimizer).
But the biggest quality of this book is the way Dr. Clifton approaches the subject. Even readers acquainted with Google Analytics and optimization techniques described in the book will find insights that will help them understand the subject deeper and organize the knowledge in their brains.
The title is a little misleading as the book spends a lot of time going through how to set up a basic analytics properly. Well maybe that is advanced for some people, because as Brian clearly and comprehensively illustrates, it's not as easy or simple as many people think.
For this information alone it is worth getting the book.
Other chapters on setting up ecommerce and campaign tracking, I would have thought were standard stuff, but again maybe they are advanced for some users.
Again, the book provides a lot of detail and examples of how to do this properly.
If you can't get your analytics set up properly after reading this book, well, you're not paying attention.
There is some advanced stuff on hacks and custom tagging towards the end.
I'm not complaining, I learned heaps that I didn't know that I didn't know.
As I said, it's a great book and an essential one, I just think the title is misleading.
Perhaps "Analytics: How to Do the Damn Stuff Right" would have been closer to the mark.
The real world examples are excellent, real situations that users will face explained in a manner that takes account of the business need, the roles effected and detailed implementation, report and analysis guides that work like a charm.
This will be one I use again and again
Yesterday I passed the google analytics individual qualification with 88% score thanks to the book of Brian Clifton and Google Analytics course online.
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