Product Description

Let Web metrics expert Brian Clifton help you maximize your website's potential. In this book you'll discover the information you need to get a true picture of your site's impact and stay competitive using Google Analytics. Featuring implementation techniques not documented elsewhere, this informative guide teaches you how to turn data into actionable information and optimize the user experience of your website for better conversions. You'll learn to:

• Measure your web traffic, its sources and visitor engagements and understand its impact on ROI
• Configure your data collection parameters to track all online marketing channels, Flash events, banners, and more
• Follow best practices for tracking offline activities and learn how to extract, analyze, and integrate the collected data
• Optimize checkout systems, pay-per-click campaigns (including AdWords), SEO, and email marketing efforts
• Discover the benefits of ad version testing and the insight multivariate testing can bring

With a better understanding of your website visitors, you will be able to tailor page content and marketing budgets with laserlike precision for a better return on investment, and ultimately, a better bottom line.

Product Details

• Amazon Sales Rank: #5083 in Books
• Published on: 2008-03-31
• Original language: English
• Number of items: 1
• Binding: Paperback
• 364 pages

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.

Customer Reviews

How to find the needle in the haystack
This is the long overdue "how to" guide for Google Analytics. You can get started tracking your web traffic without this book, to be sure. But, this book goes beyond the help section provided on the Google Analytics site. If you're trying to understand the web traffic on your site, try using Google Analytics. It's easy and free. This book will help you along. While the title describes the book as Advanced, it's not really that technical. Even the most technical sections are pretty easy to get through.

THE Google Analytics guide
One of the few guides that covers the newer Google analytics ga.js code. I found chapter 11 an immeasurable help for guidance in monetizing a non-ecommerce website. Well laid out with useful screenshots and comprehensive scope, this is the one guide you will turn to everyday. I am always getting more ideas and finding different ways to get the most out of Google Analytics with the insights provided in this book.

Excellent Reference on Google Analytics
Brian did a fantastic job in his book "Advanced Web Metrics with Google Analytics". The material was very easy to follow and was very well structured.

Web Analysts who are involved in Google Analytics configuration and implementation will find the book very useful. The book covered basic setup and implementation tips as well as best practices and advanced techniques that will allow you to get the most out of Google Analytics.

If you are on the marketing/analytics consulting side, you'll find the book extremely useful as well. I liked the way Brian "segmented" the stakeholders into categories such as webmaster, marketing manager, etc. and recommended metrics and KPIs to address the concerns and needs for each of the stakeholders.

Whether you are on the marketing side or on the technical you'd definitely have an appreciation for the chapter on "Real-World Tasks".

If you are thinking of using Google Analytics, I highly recommend you read this book prior to any implementation work. Or, if you are using Google Analytics already, you definitely want read this book to get the most bang out of what the tool offers.

In our agency, we have added this book to our "must read" list for our Google Analytics technical Specialists and Analytics Consultants!