This book is intended for use by customers using Google Classic Analytics and does not cover the newer Google Universal Analytics or related Google Tag Manager.
Google Analytics is the free tool used by millions of web site owners to assess the effectiveness of their efforts. Its revised interface and new features will offer even more ways to increase the value of your web site, and this book will teach you how to use each one to best advantage. Featuring new content based on reader and client requests, the book helps you implement new methods and concepts, track social and mobile visitors, use the new multichannel funnel reporting features, understand which filters to use, and much more.
- Gets you up and running with all the new tools in the revamped Google Analytics, and includes content requested by readers and users especially for new GA users
- Covers social media analytics features, advanced segmentation displays, multi-dashboard configurations, and using Top 20 reports
- Provides a detailed best-practices implementation guide covering advanced topics, such as how to set up GA to track dynamic web pages, banners, outgoing links, and contact forms
- Includes case studies and demonstrates how to optimize pay-per-click accounts, integrate AdSense, work with new reports and reporting tools, use ad version testing, and more
Make your web site a more effective business tool with the detailed information and advice about Google Analytics in Advanced Web Metrics with Google Analytics, 3nd Edition.
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.
Most helpful customer reviews
48 of 49 people found the following review helpful.
Completely outdated in 2015 due to GA's Universal Analytics Upgrade
Would be a great book if it wasn't completely outdated. This third edition, the latest (as of Feb 2015) was published in 2012. Since then Google Analytics has migrated from Classic Analytics to Universal Analytics - which means all the code in this book is now completely irrelevant. Additionally Google has changed around a lot of the names, which makes this a very confusing book (i.e. what they called profiles in this book are now called views, etc.) That means everything you read here must be verified by checking on the google analytics help center, which completely defeats the purpose of the book. The vast majority of the content is online for free anyways.
If this book is being sold it needs to be made clear that its based on a legacy version of GA and that its not relevant to anyone who has created a google analytics account in the past 1.5 years.
0 of 0 people found the following review helpful.
Thank God I read that before taking this class because if I hadn't I would have hated Google Analytics and not have pursued it
I had to get this book for a class. Can't for the life of me understand why the instructor selected this book. The author presents the information in such a complicated manner that is completely unneccessary. Not sure if it's because he's a techi because I also have a technical background and found this book cumbersome. Try the Dummies series instead. Thank God I read that before taking this class because if I hadn't I would have hated Google Analytics. If you are a marketing person DO NOT read this book. If someone requires it for a class ask them for another book that presents analytics in laymen's terms and using practical business examples. The only reason I think my instructor required it for the course is because he has some type of business relationship with the author. The author works for Google and the book is a bit of a marketing ploy.
30 of 33 people found the following review helpful.
See all 47 customer reviews...
Must Read for Online Marketing Professionals
By Ken M
I just got my hands on the 3rd edition of Advanced Web Metrics, and I am happy to say it is a great update to the book. I have said for a while that anyone interesting in online marketing should start by reading Advanced Web Metrics. They then should go learn about all the functional areas of online marketing (e.g., paid search, SEO, email marketing, etc.) and then come back and read Advanced Web Metrics again. Metrics are the cornerstone of online marketing, and Brian Clifton just nails the subject. He does a great job of weaving high level concepts together with real world implementation.
The 3rd edition keeps the book fresh and tackles a number of areas that have changed since the 2nd edition (e.g., the new Google Analytics interface). This is a fast moving area after all!
The only topic I would like to see Brian cover in more detail is privacy. The theories on privacy are pretty clear, but the tools are moving so quickly that there are some gray areas in the real world. Hopefully we will see that in the 4th edition!
The 2nd edition of Advanced Web Metrics has been the only book sitting on my desk for the last 12 months (because it is so darn handy). Now the 3rd edition will have to take its place.