As 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.” I wish I had thought of that phrase! It epitomises everything about my approach to Google Analytics and my books. I am a PhD scientist, though my aim is to simplify the process of gaining insights from your data. To date, I have written four books on the subject – the latest is Successful Analytics.
If you have read one of my books, please spend a few seconds answering these 3 simple questions to help me understand sales.
– Gain Business Insights By Managing Google Analytics
ISBN: 978-1910591000; 336 pages; Full colour; Paperback; Published January 2015
Who this book is for…
- This book is for you if you are a digital analyst working with Google Analytics who wishes to go to the next level of their career.
- This book is for you if you are a manager of data who needs a solid understanding of best practice website measurement, the capabilities of Google Analytics, and how to guide your organisation’s digital strategy.
- This book is also for students of quantitative marketing looking to gain a detailed knowledge of what it takes to be successful with digital analytics.
For all of the above, your ultimate interest is in insights and knowledge, not more data!
What this book is about…
In order to get digital analytics into the heart of an organisation i.e. part of its blood stream, the limiting factor is not tool features – but a lack of buy-in from senior management. That is, a lack of trust in the data. This is a problem because online it is all too easy to capture junk data, and that erodes trust to the point of stagnation. Often Google Analytics is just a glorified hit counter. I wrote this book to help those analysts and managers struggling to make headway with Google Analytics in their organisations – to empower you to make informed decisions and overcome the obstacles.
This book is about knowing what to focus on, what you can expect in return, the processes to put in place, the pitfalls to avoid, the talent you need, and how much investment is required in order to make it all happen. In short, whether you are an analyst or a manager, I aim to put you in control and provide a perspective on the entire process of building, and using, a data-driven environment using Google Analytics.
- Buy the printed book direct from the author (Amazon also available)
- Download the Introduction (PDF) and a detailed version of the Table of Contents (PDF)
- If ebooks are your thing, you can purchase from the usual app stores
Published by Advanced Web Metrics Ltd.
This short video is from Rene Nijhuis of iProspect. His question: “Why do you write books?”
Advanced Web Metrics with Google Analytics
Three editions (2008, 2010, 2012)
This was my first series of books, starting in 2008. They were technical/advanced and aimed at deep-dive practitioners. That is, for digital marketers and analysts to understand the detail of Google Analytics. I describe the book as a hands-on manual of techniques and methodologies to solve real-world website problems using data. The third and final edition was released in 2012.
AWM was a best seller with over 70,000 copies sold and translated into 5 languages. However, please note the content is now largely out of date (covers only for “classic” analytics). That is, although the principals and approach remain very relevant, specific technicalities and features of GA have moved on rapidly – including “universal analytics” and the GTM. So rapidly it has become one of Google’s most advanced products, and too rapid for such a guide/manual to be suitable for a printed book. The online documentation is now light years ahead of where it was just a couple of years ago!
Reviews and feedback for Advanced Web Metrics with Google Analytics are both humbling and very rewarding – its why I continue to write! I list a sample of Amazon reviews for the 3rd edition:
Fantastic book for academia and professionals, 8 April 2012
By Nigel Bradley Bierman (University of Westminster, UK)
Must Read for Online Marketing Professionals, March 29, 2012
By Ken M (Colorado, USA)
The best edition yet – worth every penny!, May 16, 2012
By Adrian Speyer (Canada)
Looking for the AWM book errata?
Buy the Book
Support the author by purchasing direct here. Bulk discounts available.
Looking for Successful Analytics?
Launched January 2015, the latest book is Successful Analytics. Its a manager's guide to gettings things done right, understanding the process and getting results.