Google Analytics для профессионалов

by Brian Clifton, Брайан Клифтон

Станьте профессиональным пользователем Google Analytics™ с помощью этого полного руководства.
В этом, посвященном последней версии Google Analytics, третьем издании бестселлера, приведено намного большее количество советов по увеличению ROI, чем когда-либо ранее. Хотите
- Cтать специалистом по использованию всех мощных возможностей и отчетов Google Analytics?
- Измерять эффективность проводимых кампаний в реальном времени?
- Открыть наилучшие пути отслеживания посетителей из социальных сетей и мобильных посетителей?
- Оценивать влияние мультиканального маркетинга?
Вы найдете ответы на эти и многие другие вопросы в данном полном практическом руководстве. Изучите новые средства Google Analytics и способы их использования. Все это позволит увеличить посещаемость вашего веб-сайта, раскрутить свой бренд и извлечь чистую прибыль.
- Быстро увеличивайте продуктивность с помощью нового пользовательского интерфейса и великолепных новых инструментов, таких как мультиканальные последовательности;
- Узнайте о новых возможностях, среди которых отслеживание мобильных посетителей и посетителей из социальных сетей, а также использования встроенного видео;
- Изучите удобные обходные пути, а также усовершенствованные приемы и тактики, которые можно применить немедленно;
- Следуйте полезным советам и разберите реальные примеры;
- Оптимизируйте поисковый маркетинг, монетизируйте некоммерческие сайты и отслеживайте оффлайновый маркетинг наравне с онлайновым;
- Интегрируйте данные Google Analytics в системы и приложения от сторонних разработчиков, включая систему CRM.
"Заявление о том, что Брайан Клифтон знает Google Analytics, как свои пять пальцев, похоже на штамп. Но это действительно так. Поэтому, если вы можете позволить себе купить только одну книгу по Google Analytics, то купите именно эту, и вы станете на путь превращения в ниндзя анализа!"
Авинаш Кошик,
автор книги Веб-аналитика 2.0 на практике и пропагандист цифрового маркетинга, Google

"Эту книгу обязательно нужно прочесть, если вы играете в высшей лиге".
Крис Шерман,
исполнительный редактор, Search Engine Land

"Великолепный источник информации для практикующего аналитика, который не только освещает технические нюансы наиболее оптимальной установки, но и учитывает бизнес-цели. Такое сочетание достаточно редко встречается в книгах по этой теме".
Сара Андерссон,
учредитель Search IntegratioAB и председатель Search Engine Marketing Professional Organizatio(SEMPO)

"Отличаясь хорошим подбором концепций, примеров и практических советов, структура книги и стиль ее написания удовлетворят запросы как маркетологов, так и ориентированных на технические аспекты аналитиков, и даже будет способствовать объединению обоих этих аудиторий".
Стивен Хемел,
директор стратегических служб, Cardinal Path

Genres: Business, Nonfiction, Web, Reference, Computers, Internet, Technology

608 pages, Hardcover

First published January 1, 2008

Reviews

[Brian Clifton · Rating 5 out of 5]

As the author of this series of books, I am requesting you do NOT purchase it...

Why?

Published in 2012, my book is a technical "bible" about Google Analytics. Highly regarded at the time, it is now however very out of date -the difficulty of writing about internet technologies! Essentially, I do not feel comfortable with people still purchasing it from Amazon et al... I have requested the publisher (Wiley/Sybex) withdraws it from sale. If fact, I am surprised to find it still for sale.

Tip: for all internet related books, double check the publishing date. If its about a specific tool or technology, anything more than 2 years old is out of date...

[Cameron · Rating 4 out of 5]

Who wouldn't want to read this book? Okay, well, since I know that no one will ever read this review, I would like to point out that this is the best book on Google Analytics I have read. I think it's also the only one. I will conclude this incoherent review by pointing out that if you are actually still reading this, you are also somewhat pathetic. But not as pathetic as I am :)

[Joe Tippetts · Rating 5 out of 5]

If you're interested in website analytics (specifically Google Analytics), this is a great foundation book. It teaches you how to measure every aspect of your website so you know how to optimize it for whatever goals you have.

[Debra Oyler]

Very interesting so far and a little scary, Google has so much influence but seem to value engineering and objective data over anything else, equating popularity (number of hits) with value(of information). And then there are those pesky "overlooked " copyright issues....

[سارة · Rating 4 out of 5]

recommended for people trying to make it in online marketing

[Jamie Mobley · Rating 4 out of 5]

Great book to help you learn Google Analytics. Some of the material is dated, and a couple things are different now, but the book was put out in 2012 so that’s to be expected. The writer explains things in a conversational and thorough way, so it’s a great book to learn the basic concepts with.

[Johanna Hurtado Morales · Rating 5 out of 5]

The book had 12 chapters and it was divided in 3 sections where it was covered metrics, google analytics implementation, set up and integration with third party applications and reports. I liked the book it was very clear and easy to follow and implement at work.

[Brian Clifton · Rating 5 out of 5]

I am the author so I am bias...! I wanted to post some further info on what the book aims to achieve and who is is aimed at. The following text is for the second edition.

[ The companion website is www.advanced-web-metrics.com :]

What You Will Learn From This Book

You will learn how to implement and use Google Analytics in a best-practice way. I deliberately emphasize the word use because this is the primary purpose of this book. That is, you will learn how to leverage Google Analytics to optimize your website—in terms of marketing, user experience, and ultimately conversions, all based on solid, reliable data.

Who Should Read This Book

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 epitomizes everything about my approach to web analytics and this book. Thus, I have attempted to make this book’s subject matter accessible to a broad spectrum of readers—essentially anyone with a business interest in making their website work better. After all, the concept of measuring success (the title of the Part I) is a universal desire.

The content is not aimed at the complete web novice, nor is it aimed at engineers—I am not one myself. Installing, configuring, or using Google Analytics does not require an engineer! Rather, I hope that Advanced Web Metrics with Google Analytics will appeal to existing users of business data as well as readers new to the field of web measurement.

As the title implies, this book is intended for people who want to go beyond the basics of simply counting hits. These can be grouped into three user groups:

Marketers:
These are users who have experience with search-engine marketing (paid and organic search), email marketing, social search, PR, and affiliate management but have not yet managed to find a unified measurement tool to compare these side by side. For this group, most chapters focus on integrating your analytical skills with your marketing skills and require no coding ability.

Webmasters:
These are experienced website builders who have the skill set and authorization to modify a website. For this group of users, the book offers sections and exercises that require you to modify your web page content; after all, web analytics is all about instigating change using reliable metrics as your guide. Therefore, knowledge of HTML (the ability to read browser source code) and experience with JavaScript are required.

Senior managers:
These are decision makers who require guidance on preparing a data-driven strategy and action plan for their organization. I hope to supply these readers with an understanding of what can and cannot be achieved with web analytics and specifically provide information they need to plan the resources and timelines required for building an effective Google Analytics measurement team. My aim for this group is to provide you with the information necessary in order to make “informed decisions.”

With a better understanding of your website visitors, you will be able to tailor page content and marketing budgets with laser-like precision for a better return on investment. I also dis- cuss advanced configurations (Chapter 9, “Google Analytics Hacks”), which are not documented elsewhere. These provide you with an even greater understanding of your website visitors so that you can dive into the metrics that make sense for your organization. In as many areas as possible, I include real-world practical examples that are currently employed by advanced users.

[John Orman · Rating 4 out of 5]

This tome tells all about using Google Analytics to improve your website, your brand, and your bottom line.
This 2012 edition includes social media, visitors, flow, and multi-channel funnels.
Clifton shows Webmasters how to obtain metrics on their websites--daily visitors, average registration/purchase rate, average visit time, geographic distribution of visitors, and many more statistics.
Quite a fascinating read with quite a few complicated tables and graphs, but without much mathematics or equations.
Recommended to those wishing to analyze their segment of the WWW.

[Liz · Rating 4 out of 5]

Published in 2012 and it is ALREADY out dated. :( That is web analytic though. There is however a LOT of really great basic information here that is still very relevant. I like that he discusses not jut reporting, but proper coding and set up which is critical for good reporting.

It was a great refresher as I start to build out a new web analytics dashboard. I agree with the author that for reporting out, you ha to have a dashboard outside of you analytics platform to share with marketing and upper management who will not access that type of tool.

[Tai · Rating 1 out of 5]

completely outdated. most of the names for things have changed in google analytics, which makes this very confusing. this book was published in 2012 so it refers to classic analytics rather than the new universal analytics. that means all the code in the book is no longer relevant either. its basically just a slightly expanded version of the google analytics help website in book format, so you may as well read the documentation online and not confuse yourself with outdated names, techniques, and code.

[David · Rating 4 out of 5]

I should caveat this rating by saying those 4 stars are for the book when read back in 2009-2010. Since that time, the changes in GA have rendered much of this book null and / or incomplete.

That said, there are still great nuggets of information to be gained and Brian Clifton provides lots of useful tips for those getting started with web analytics. I can't speak to later editions (this was the first or second edition) of the book but hopefully its been updated accordingly.

[Randy]

A couple parts of chapter 11 are already out of date, but the new information can be found online. Things just evolve so fast in the Internet world.

I think I'm prepared for the certification test now, but I've already been applying what I've learned.

[Robert · Rating 4 out of 5]

Very helpful book, but a generation out of date. Does not cover universal analytics or the new user ID collection but is a great foundation as long as you know this. I'll buy the next edition when/if it becomes available.

[Kama · Rating 3 out of 5]

It helped get me certified in Google Analytics. However, with the changes Google has made, the book is going to need an update. Now.

[Matej Latin · Rating 3 out of 5]

I'm currently reading the 3rd edition. So far so good.

[Julia Serafina · Rating 5 out of 5]

A comprehensive overview of how to set up, customise and get the most out of Google Analytic's including best use for the 100 plus reports that can be generated for measurement purposes.

[thirdactproblem]

It is interesting. Very informative.

[Jano Suchal · Rating 4 out of 5]

Review in Slovak http://j.mp/YsmYjT

[Marcus Österberg]

A bit outdated now, but has good parts still.

[Cristina Miclaus · Rating 5 out of 5]

Great way to advance your way of usig Google Analytics. Very usefull. I borowed it to read, but I would like to buy it now.