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Book Launch – 3rd Edtion of Advanced Web Metrics

Categories: GA & GTM / Comments: 15

So, after two years since the last book the 3rd edition is finally here – officially shipping on Amazon et al from 19th March 2012. Thanks to all who have provided feedback on the last two editions. Its been both flattering and humbling when people write with praise. It makes my day/week in a way no other job or role has ever done – which ultimately is my driver for writing (see also my follow up post).

Launch Party

3rd edition of Advanced Web Metrics with Google AnalyticsCome and celebrate the book launch with sparkling wine in a circle of friends and colleagues and other amazing people! I will make a short presentation with focus on new material for the third edition and there will be the opportunity to buy the book (personally signed!) at a special price:

March 29th at the Scandic Grand Central Hotel, Stockholm (4:30pm).

Please complete the sort invite form so we can estimate numbers.


What’s new in the 3rd edition?

As you may know, my aim with these books has always been to give the reader a thorough understanding of web analytics, from a practitioners point of view, using Google Analytics as the tool of choice. There are lots of details (well the book is called Advanced…!), but only when it is necessary. That is, where there is a good business opportunity/insight to be gained from it…

In 2011 alone there was a wealth of announcements from the GA Team (coolest first):

  • New user Interface, referred to as v5 (just coming out of beta)
  • Multi-Channel Funnels – this is the different referral paths visitors use to find your site and how they interact/combine (no more last click wins!)
  • Real-Time analytics – this is cool…
  • Flow & Goal Visualisation – think path analysis on steroids!
  • New Custom Report builder – more intuitive with filters (very nice!)
  • Webmaster tools integration – great SEO info
  • Social plugin – tracking “love button” engagement such as Likes, retweets, follow, share etc.
  • Site Speed reports – measure the impact of slow loading pages
  • Premium product – the paid for version of GA
  • Events & Threshold goals – events can now be defined as goals
  • New dashboard approach – widget based

All these are described in detail in the book. In addition, all code snippets have been updated for the async version of the GATC (that was introduced just after the 2nd edition came out!), and of course my writing is improving all the time – understanding what users of GA “get” easily, what requires more explanation, and what requires further examples.

 In March, I will be posting more details about the book contents

When’s it due out?

  • March 19th 2012.

How to get it

  • You can order at Amazon et al, as a hard copy (ebook and Kindle follow a few weeks behind). Or why not join me at the launch party on March 29th at the Scandic Grand Central Hotel, Stockholm @4:30pm. There will be the opportunity to buy the book (personally signed!) at a special price, meet awesome people and drink some bubbly – thanks to Search Integration AB for sponsoring of the event. Just complete the sort invite form so we can estimate numbers as we need to estimate numbers.

How can you help?

  • Please retweet to spread the word via a retweet, Like, G+ or other share.

What’s next…?

With the 3rd edition I have taken the time to revise this website. Not only to freshen up and match the new cover design, but also to practice what I preach. For example, many of the book’s screenshots and analysis examples come from this site. As such, writing the book enabled me to perform deep-dive analysis on my own performance. The result, I hope, is an improved user experience and clearer call-to-actions. If you have a mo, please pass on your thoughts on the new layout/design via the the feedback button – triangle at the bottom left on every page.

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Comments (most recent first)

  1. Ahmad says:

    Is there a digital version of the 3rd edition? I can only see links to the 2nd edition here.


  2. Ciara O'Doherty says:

    “Essential Reading”

    As an academic each year I must choose one essential text and several recommended texts for each module I deliver. The reality is that it often proves very difficult to source detailed, relevant textbook material suitable for inclusion as a module’s essential text. This is particularly true for many ‘web’ related modules given the rate of change inherent in the field. Having examined many related texts, I can confidently say that Clifton’s 3rd Edition of Advanced Web Metrics is THE essential text for the Web Analytics module I teach at third-level.

    Clifton’s textbook solves many problems for me as an academic:

    – It allows me build a module which is accessible to diverse student groups including those studying on Marketing, Information Systems and Web Technologies degree programmes.

    – Clifton’s text strikes the ideal balance between grasping the business drive for web analytics and then quickly getting to grips with putting the tools to work. This is invaluable for me; a semester goes by so quickly and I need my students to have good quality practical skills within a short time. Clifton’s textbook enables me delivers on this.

    -My students can readily use Clifton’s textbook as a resource to support further independent learning outside the classroom environment, delving into more depth in areas that are most appropriate to their programme of study.

    -In essence it forms the foundation around which I can build quality content for my Web Analytics module and equip students with the skillset needed to deliver for a business

    Key features which are invaluable for students:
    – Step-by-step instruction on getting Google Analytics up and running, coupled with advice and guidance on how to ‘fix-it’ if needs be. With a class size of 25 students there will always be problems getting started. Clifton’s textbook makes it easy to get up and running quickly, which is critical when time is limited.

    -Detailed screenshots showcasing Google Analytics Reporting coupled with Clifton’s’ clear and concise explanation; the explanations are accessible for students who are new to web analytics but also have excellent depth and insight for students looking to advance their understanding.

    -Clear and concise instruction on Regular Expressions provided in Appendix A which is a fantastic way for students to learn independently how to build more complex Regular Expressions

    For me, Clifton’s textbook is more than just “recommended reading”; without doubt it is “essential reading”.

  3. Prabir says:

    I am waiting to buy a copy of 3rd edition but its not available in Amazon yet or with any vendor here in India. Brian did you include the GA exam voucher with this edition as you did with the previous editions. I am preparing for the GA certification so looking ahead for this book.

  4. Munjal says:

    Brian, I’m eagerly waiting for the 3rd edition of the book to be released. You mentioned that it will be availbel on Amazon on Mar/19 but it isn’t available still. Also, is there any way I can get hold of the 3rd edition on Kindly or soft format?


  5. @Feras -thanks. I still can’t ski but I am planning on joining ski-school soon with my son!

    @Ken -great review/feedback. Look out for more privacy thoughts from me in the new future. My last post on this subject was to set the scene;

  6. Ken McDonald says:

    I just got my hands on the 3rd edition of Advanced Web Metrics, and I am happy to say it is a great update to the book. I have said for a while that anyone interesting in online marketing should start by reading Advanced Web Metrics. They then should go learn about all the functional areas of online marketing (e.g., paid search, SEO, email marketing, etc.) and then come back and read Advanced Web Metrics again. Metrics are the cornerstone of online marketing, and Brian Clifton just nails the subject. He does a great job of weaving high level concepts together with real world implementation.

    The 3rd edition keeps the book fresh and tackles a number of areas that have changed since the 2nd edition (e.g., the new Google Analytics interface). This is a fast moving area after all!

    The only topic I would like to see Brian cover in more detail is privacy. The theories on privacy are pretty clear, but the tools are moving so quickly that there are some gray areas in the real world. Hopefully we will see that in the 4th edition!

    The 2nd edition of Advanced Web Metrics has been the only book sitting on my desk for the last 12 months (because it is so darn handy). Now the 3rd edition will have to take its place.

  7. Feras says:

    Congratulations Brian! I guess now I have to make a trip over the pond to get a signed copy :). Or maybe get you out here for a skiing trip in Tahoe!

  8. Franke says:

    Hi Brian, Great news about the 3rd Edition of Advanced Web Metrics.
    Your insights are always highly regarded and your knowledge makes me look good. =))

    I do hope however that the GA on this site is picking up the 404 error on the Measuring Success logo in the header
    Simple fix remove the /_index.html (

    All the best for the success of edition 3

  9. Looking forward to sharing a glass of champagne with you, and picking up a signed copy.

  10. Joe says:

    I have the second edition which is really good and I already preorder the book and Im sure this will be better

  11. Luca Vicini says:

    This is great news. When is the ebook version going to be available?
    Really looking forward to read the book.

  12. David: Thanks for the feedback. The book starts shipping form the publishers on March 19th. Amazon allow an extra 2 weeks for them to get it and ship it out to you…

    aaron: GA is updated very regularly – sometimes weekly. Therefore don’t buy a book on any Google product in order to see the latest UI – just log into your GA account for that! As with my other books, I am writing a practitioners and implementors guide. That is, the concepts, principals and techniques do not depend on the exact UI. So I consider your investment a good one 🙂

  13. David says:

    Brian, this is great news… the message from Aamazon on preordering was an estimated delivery for April. Glad to see that the book will be ready a month before!

    I wish I could make it to Stockholm in March, however if you organise a similar event in Paris, I’ll be up for it. thanks

  14. aaron says:

    I just read there is a new GA update to their UI (March 2, 2012). Does this make your book out of date…I sure hope not!

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