Praise for Advanced Web Metrics with
Google Analytics, Second Edition
Web analytics has become an essential part of every online marketer’s toolkit. But you
can’t just rely on the flood of data alone—you need to interpret it, and in many cases,
fine-tune reports to accurately reflect your own goals and objectives. The second edi-
tion of Brian Clifton’s Advanced Web Metrics with Google Analytics is a comprehen-
sive roadmap to helping you get the most from your metrics—an indispensable guide
to helping you take your online marketing campaigns to the next level.
—Chris Sherman, Executive Editor, Search Engine Land
The field of web analytics has evolved very quickly both in terms of the tools as well
as best practices. Fortunately, Brian Clifton has done the hard work for us in updating
his excellent first book so this second one is the must-read for anyone looking to get
the most value out of Google Analytics and web analytics more broadly.
—Ashley Friedlein, CEO, Econsultancy
Advanced Web Metrics is a unique book that combines high-level management advice
and nitty-gritty detail in an easy to understand and, above all, useful way. It’s great
for web managers, analytics specialists, and marketers alike.
— Dan Drury, Director, Bowen Craggs & Co., and Author of the Financial
Times Index of Corporate Website Effectiveness
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.
Brian has been studying and consulting on web optimization since the inception of
online marketing. He provides an in-the-trenches look at making the most of a free but
powerful tool that every web owner should get to know. This is the hands-on guide to
what you need to know that answers questions like:
So what do I do with all this web data?
How do I use all these reports?
How do I measure the impact of promotion codes and discounted pricing?
How can I make