Book review: Advanced web analytics by Brian Clifton

Some time ago Brian Clifton asked me for my insight on his re-edition of "Advanced Web Metrics with Google Analytics". Brian published the 1st edition nearly two years ago while working for Google UK - since then, Brian moved on to become an independent consultant and Google Analytics greatly improved its offering.

Most books either address the broad concepts of web analytics or provide a long list of tips & tricks for a specific product. This is not the case with Brian's book. It's the first one I see that brings the concepts and apply them to a specific tool, namely Google Analytics.

Simply put, anyone starting in the field should have three books on their shelf:

1. "Web Analytics an hour a day" from Avinash Kaushik
2. "Advanced web metrics with Google Analytics" by Brian Clifton
3. "Always be testing" by Bryan Eisenberg.

Don't just take my word for it, read others reviews and why a Brian wanted to publish a second edition.