Successful Analytics by Brian Clifton

The next step, explaining how to exploit analytics for business success...

Professor Ingemar Cox, University College, London

A must-read for managers and others working directly or indirectly with web analytics.

Peter Munk, LEGO Group

Above all, this book focuses on moving from data and analysis into insight and business value

Ashley Friedlein, Econsultancy

Your opportunity to address the real issue of why your analytics isn’t delivering the results you expected

Stephane Hamel, Cardinal Path

Your opportunity to address the real issue of why your analytics isn’t delivering the results you expected

Stephane Hamel, Cardinal Path

Exceptionally good at explaining the important things. Full of powerful tips invaluable when you communicate at board level

Sofie Westlake, Red Gate Software

I began skimming through this book and got sucked right in!

John Devoy, San Francisco University

I started this book at the beginning of a long haul flight and didn't put it down until I finished it...

Matt Trimmer, iVantage

As an experienced consultant myself, I found this a great complement to my training sessions

Doug Hall, Conversionworks

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Brian Clifton

Hello – I’m Brian Clifton, the author of four Google Analytics books on the subject of collecting good quality data in order for you to measure success, co-founder of Verified Data, and Director of Analytics at Search Integration. My career in digital started way back in 1997 – developing and marketing websites and analytics rapidly fell into my sphere of interest. In 2005 I was hired as the first Head of Web Analytics for Google EMEA and within a month I was helping launch Google Analytics onto the world – scary and amazing times!

I am British and spent the first 40 years of my life in the UK. However, I am now settled in the wonderful country of Sweden – när jag bor med min familj och jobba.

Things you will find on my site

I love to explain how to get good data quality. That is, combining data accuracy with data governance – so that decisions can be made in confidence and with the trust of your users/customers. Mostly I blog about advanced Google Analytics and GTM setups, metrics understanding, GDPR and online privacy. The purpose is to educate in an actionable way.

Here are two important studies:


Looking for a keynote speaker, or wish to hire Brian…?

If you are an organisation wishing to hire me and my team, please view the Contact page. I am based in Sweden and advise organisations in Europe as well as North America.

Interested in my latest project…?

Over the past 8 years, myself and the team have built Verified Data software – a forensic data auditing tool with an emphasis on accuracy and privacy compliance – visit

google analytics audit