So, you think you know Google Analytics?

I thought I did. I mean, I have worked with a number of metrics facilities over the years, for big companies and my own personal Web site, so I think of myself as an expert. But Brian Clifton sent me his new book on Advanced Web Metrics with Google Analytics and my eyes were opened. I use Google Analytics on my Web site and like it very much, but I didn’t understand all the things you can do with it. Big companies might still have reasons to use more expensive systems, but this book has shown me more about Google Analytics than I expected to see.

Brian does a great job of providing in-depth instructions for using Google Analytics. I knew how to use it at the surface level, but this book has given me plenty to chew on to take my analytics to the next level.
Did you know that you could differentiate customers from prospects? I didn’t.
I didn’t know that you could differentiate whether people click on the image or text link to a page.
I also didn’t know that Google Analytics could track conversions by search keyword—I thought you needed a high-end package for that. Wrong.
And I had never even thought about backing up my data. (Stupid, I know.)
I am focusing on the advanced stuff in the book, because that is what appealed to me, but don’t be put off if you are a newbie. The early sections of the book are excellent introductions to the most important concepts in Web metrics and how you take advantage of Google Analytics to address them in your business.
My favorite chapter for novice metrics folks is Chapter 5, where Brian walks through each of the ten most important reports of Google Analytics. It’s one thing to understand which reports are important, it’s another to know how your metrics package works, but it is really powerful when an expert like Brian walks you through both simultaneously.
From this chapter, I decided that I am going to spend more time in my Site Overlay report, because I think a visual representation of what is happening on my site might help me see what’s important faster. This report shows you a picture of your Web site and highlights the metrics information on that picture.
It’s rare that I see a book that beginners and experienced folks can benefit from, but Brian has pulled it off. And I am happy to finish this review because I have finally finished reviewing all the books that authors sent to me. Now back to the pile that I bought but haven’t read yet…