Advanced Web Metrics with Google Analytics by Brian Clifton - Book Review

Writing by Kate Dickman on Monday, April 14, 2008

Advanced Web Metrics with Google Analytics is written by Google insider Brian Clifton. He approaches the questions of the best marketing campaigns, measuring the success of them and more. In this book he reveals much of his own techniques and “insider” secrets. Google Analytics is one of the best online tracking tools out there but it is even better and more profitable for a company if they know how to use it and what to do with the data they collect from such a tool. This book increases your knowledge on not just the topic of Analytics but of everything else that goes hand in hand with it.

This book is all about enhancing your brand and increasing your website’s ROI. While new Google Analytics users can benefit from it, seasoned ones can as well as it hits every end of the user spectrum. It teaches you how to optimize check out systems, work with your pay-per-click campaigns, search engine optimization, email marketing and other variables. It speaks of using ad version testing in conjunction with other types of testing in order to fully maximize your web marketing efforts.

One of the many valuable sections of the book is about importing cost data from multiple AdWords accounts and what Google Analytics can and can’t do with the collected data. Not only does it cover online marketing efforts but it also informs you on how to track offline campaigns as well. Integrating the two is obviously very vital in terms of your marketing as a whole.

Brian Clifton, Ph.D leads the Google Web analytics team for the Middle East, Europe and Africa and is a search engine marketing expert who speaks at various high profile industry trade shows such as Emetrics Summit, Search Marketing World, Search Engine Strategies (SES) and more.

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