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More than a year ago I wrote about Advanced Web Metrics with Google Analytics 1st Edition. Brian’s book and Justin’s ebook are for me the best two references on Google Analytics available.

The book’s 1st edition has done good and this has given Brian an opportunity to cover GA’s API and cousin application Google Website Optimizer.

I review my original rating from 3.5 to 4 stars .

I contacted Brian to see if he could give a keynote at Practitioner Web Analytics 2010. He excused himself for personal reasons but he gave us 4 copies of his book that will be giving away as the registration period moves on.

You can read more about winning an Advanced Web Metrics 2nd Ed. copy here.

A compilation of great GA Hacks

Brian Clifton has done an excellent job putting together several very useful hacks for Google Analytics. And even though this already gives you a reason to read his book (if you use Google Analytics and feel that you could be getting out more of it), he also manages to write some fine chapter on the importance of web analytics to the online business process.

The book is well written and balances technical contents with other more gentle insights in the line of Avinash’s Web Analytics an Hour a Day.

Don’t expect too much… and you won’t be disappointed

Although I enjoy reading Avinash Kaushik’s blog and find his videos and presentations on Google Analytics quite interesting I didn’t like the book all the way.

Even so, if you are new to Web Analytics and this is going to be your first book I think you’ll find it quite helpful. But if you haven’t get your hands on a copy yet, please consider Eric Peterson’s Web Analytics Demystified which in my opinion accounts for a better framework to develop your Web Analytics skills.

The monthly tasks plan described in the book can be a very good way to order your mind and avoid getting lost between all data, reports and daily requests almost all web analysts have to deal with.

Don’t buy this book!

I give this book half a star for the effort of capturing the screen shots.

Disclaimer: I have only read Google Analytics 1.0 but I doubt they manage to change the contents of the book so radically that I’m completely wrong about this review.

If you don’t mind browsing your way to an acceptable knowledge of Google Analytics I will recommend taking a look to the following contents instead of buying this book.

• Google Analytics Support Help Center
• Analytics Help in Google Groups
• GA Tracking API Reference in Google Code

 N° 1 in my list!

Eric Peterson does a great job explaining the importance of Web Analytics applied to online business. Although he keeps it quite simple he manages to do a great job explaining the technical aspects of Web Analytics data capturing and processing.

I really enjoyed chapter 5 and how he explains the importance of content structure and naming as a fundamental aspect of actionable reports. Furthermore he clearly presents 3 approaches to this fundamental milestone of your WA implementation.

I certainly recommend reading this book and keeping it in your desk for reference.