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

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 experience consultant myself, I found this a great complement to my training sessions Doug Hall, Conversionworks

Measuring Success

Change the way you use Google Analytics...

e-books are available though print copies have sold out :)

E-book version

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, though 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 to launch Google Analytics onto the world – scary and amazing times!

I am a British man and spent the first 40 years of my life in the UK. However, I am now settled in the wonderful country of Sweden.

Things you will find on my site

My input

I love to explain and simplify working with data – particularly the importance of 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 write about advanced Google Analytics and GTM setups, metrics understanding, GDPR  and online privacy in general. The purpose is to educate in an actionable way.


My surveys are anonymous and short & sweet, with results shared publicly:

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 Getting Help page. I am based in Sweden and advise organisations in Europe as well as North America.

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Interested in my latest project…?

Over the past 4 years, myself and the team have built Verified Data – a forensic Google Analytics data auditing tool with an emphasis on data accuracy and data governance – visit

The definitive google analytics audit tool

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© Brian Clifton 2022
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