A great friend and mentor to me once said, “Advanced web metrics is about doing the basics very well and applying it in a clever way.”
And I wish I had thought of that phrase. It epitomises everything about my approach to Google Analytics and my books. I am a PhD chemist by training, though my aim is to simplify the process of first collecting and then gaining insights from data. To date, I have written four books on the subject and sold over 100,000 copies worldwide. The last was Successful Analytics.
From Chapter 6 of the book Successful Analytics
Gain Business Insights By Managing Google Analytics
ISBN: 978-1910591000; 336 pages; Full colour; Paperback; Published 2015
As the title suggests, this book details how to be successful with Google Analytics in your organisation. Because there’s nothing worse than a great analysis of bad data, the book has a strong focus on data quality, and I detail the process of how to audit your Google Analytics data without looking at code. With clean data coming in, the emphasis switches to building KPIs and dashboards, with a chapter dedicated to real-world case studies via story telling!
This book is for you if you are a (or an aspiring) data manager/stakeholder who needs a strong understanding in the key areas of using Google Analytics and guidance for building a “data informed” culture within your organisation. There are chapters to help you build your internal measurement process; jumpstart guides for understanding key features and tracking methodologies; help with understanding your data responsibilities i.e.privacy best practice and EU privacy laws; and guidance for building your data team. Note, this book is not a set up or user guide for Google Analytics. Rather it’s a book about building your internal data strategy (an it was written way before GA4!).
Here’s your opportunity to address the real issue of why your analytics isn’t delivering the results your expected.
Above all, this book focuses on moving from data and analysis into insight and business value.
Exceptionally good at explaining the important things. Full of powerful tips that are invaluable when you are communicating at the board level.
- You can purchase the ebook from the usual app stores, including Kindle (the printed version is now sold out).
- Checkout unsolicited reader reviews on this site (the comments of this page), or from Amazon purchasers.
- PDFs – read the Introduction or get the detailed version of the Table of Contents.
This short video is from an interview Rene Nijhuis did at the iProspect offices. This question is: Why do you write books?
More on my YouTube Channel.
Advanced Web Metrics with Google Analytics
Three editions (2008, 2010, 2012)
Translated into 5 languages with more than 80,000 copies sold
AWM was a huge success for me – at the time it sold more than all other Google Analytics books combined! They were technical and advanced guides aimed at deep-dive practitioners. That is, for digital marketers and analysts to understand the detail of Google Analytics. I would describe it as a hands-on manual of techniques and methodologies to solve real-world website problems using data.
Please note the content is now way out of date. The last version was published in 2012 and although the principals and approach remain very relevant, specific technicalities and features of GA have moved on – for example, universal analytics and GTM came after this.
Reviews and feedback for Advanced Web Metrics with Google Analytics are both humbling and very rewarding – its why I continue to write! So if you have read one of my books and left a review/comment – a big thank you.
The best edition yet – worth every penny!
Must Read for Online Marketing Professionals
Fantastic book for academia and professionals