Praise for Advanced Web Metrics with Google Analytics, Third Edition

“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 (Sybex, 2010) and Digital Marketing Evangelist, Google

“With this new edition of Advanced Web Metrics with Google Analytics, Brian Clifton continues to raise the bar in explaining advanced web analytics— not just the mechanics but why certain things are crucial to measure, while other ‘metrics’ are actually red herrings and can harm rather than help your web success. A must-read if you’re playing in the big leagues.”

—Chris Sherman, Executive Editor, Search Engine Land

“A great practitioner’s resource that not only covers the technical details for a best practice setup, but also ties it back to the business objectives. That’s quite a unique combination for this subject.”

—Sara Andersson, Founder of Search Integration AB and Chairperson, Search Engine Marketing Professional Organization (SEMPO), Scandinavia

“There is no doubt web analytics is evolving quickly. Brian’s third edition of the book is chock full of the latest tips and guidance to get the most out of Google Analytics. Once again, he is sharing his great knowledge and expertise so everyone can benefit. With a good mix of concepts, examples and how-tos, the book structure and writing style will please both marketers and technically inclined analysts and even help reconcile both universes. Advanced Web Metrics with Google Analytics is a must on every analyst’s bookshelf—and if you had a previous edition, don’t hesitate to upgrade as this new release covers all the cool new stuff like social media, visitors, flow, multi-channel funnels, and a lot more!”

—Stéphane Hamel, Director of Strategic Services, Cardinal Path

“Brian has proven in the previous editions of his book that he is the authority on how Google Analytics works. His latest edition continues to enhance this reputation. It includes his unique insights on the latest version of GA and includes descriptions of how to use the new features and reports. As Google Analytics itself evolves into a more powerful enterprise tool, Brian’s book updates to keep up with the ever evolving feature set and long may it continue.”

—Steve Jackson, Chief Analytics Officer, Kwantic

“Detailed advice and step-by-step guidance makes for a powerful combination in this excellent Google Analytics book. It’s up-to-the-minute too, with new sections on privacy laws, tracking social, and measuring apps.”

—Dan Drury, Director, Bowen Craggs & Co., and author of The Financial Times Index of Corporate Website Effectiveness

“Brian has outdone himself with this edition, going deeper into measuring the previously impossible to measure with new features and functions and a few tricks that only someone with his experience could even imagine. This is a must read for anyone struggling with measuring the impact of their online business and trying to quickly identify new opportunities for increasing sales.”

—Bill Hunt, CEO, Back Azimuth Consulting and coauthor of the best-selling book Search Engine Marketing Inc.

“So Clifton’s done it again. His third edition is the best yet, covering critical topics such as the justification for web measurement and its return on investment through web tracking methodologies and then on to providing the reader with the most authoritative, accurate, and extensive reference on Google Analytics that is available today. As always, Clifton’s easy writing style makes the book easy to read, and even the most complex of web analytics topics are simplified and explained fully. If you haven’t read Clifton’s book, you don’t really know Google Analytics.”

—Matt Trimmer, Principal Consultant and Managing Director of ivantage, a Google Analytics Certified Partner

“Brian’s book is the Bible on Google Analytics. This latest edition includes a lot of important updates to keep you at the cutting edge of web analytics and what Google Analytics can do to help improve your online business.”

—Ashley Friedlein, CEO, Econsultancy, Econsultancy.com