The second edition of Advanced Web Metrics with Google Analytics started shipping from Amazon last week – almost exactly two years since the first book. Like becoming a father (well not quite), it’s a proud moment and milestone for me. If you want to dive straight in, try one of these:

Here’s what industry movers and shakers think about the second edition:

If you’re looking for a practical, tactical guide in how to implement and think about web marketing optimization, look no further. Brian Clifton spells it out by industry, by job function, by Key Performance Indicator, and more.” —Jim Sterne, Founding Director and Chairman of the Web Analytics Association

…an indispensable guide to helping you take your online marketing campaigns to the next level.” —Chris Sherman, Executive Editor, Search Engine Land

Brian Clifton has done the hard work for us in updating his excellent first book so this second one is the must-read for anyone looking to get the most value out of Google Analytics and web analytics more broadly.” —Ashley Friedlein, CEO, Econsultancy

And here’s what readers so far have said:

  • Search Engine Land conducted a very informative interview around the book launch.
  • Les Faber based in Canada was the first to comment on the preview chapters (18th Jan)
  • Closely followed by Nikki Rae (UK) of Fresh Egg (19th Jan 2010)
  • Daniel Waisberg (Israel) was the first reviewer
  • Sakis Rizos wrote the first Greek review of the book – isn’t Google Translate fantastic…
  • David Whitehouse (UK) of Bronco fame, threw down the SEO gauntlet at SES London in Feb – though they don’t really have a chance ;)
  • Brian May (Columbus, Ohio Area) kindly updated his initial assessment of the first edition to include the new one
  • Sara Andersson and Petra Snickars (Sweden) provided their strategic input on integrating search marketing, web analytics and my book.
  • And last but not least, Dave Chaffey (UK) provided his experienced thoughts with a first-look review.

If you write a review, please let me know. Links to reviews are on the dedicated Google Analytics book reviews page.

That’s quite a spread of geographies. If fact, writing the book on Google Analytics also required the input of people from around the world. The map shows those that directly contributed (the map is embedded Flash, so probably will not work in RSS viewers –…

Why the second edition is needed

book cover 2nd edition When I started writing the second edition (last June), my intention was for an update. A few week’s work – estimated to be ten weeks at most! However, within 3 weeks I was re-writing whole sections and then chapters. This was because once I sat down and gave it some serious thought, so much in the product has changed. In the past two years (you can read my Google Analytics 4 years on post from last April), Google Analytics has integrated with AdSense and Feedburner, launched event tracking, advanced segments, Intelligence alerts, motion charts, custom reporting, custom variables, the data export API and the new asynchronous method of tracking. So in the end, the “update” became a complete re-write that took 7 months! The result? A much more in depth (500 page) read that is easier to digest (practice makes you a better writer!), up-to-date and engaging book. Well, that is my obvious bias view, but would love to hear your comments. See below pictures of typical readers and look how engaged they are…!

Shelby - Pennsylvania USA engaged-nikki-sm.jpg Unknown at SMX Santa Clara. Can you help ID? Unknown at SMX Santa Clara. Can you help ID? Unknown, Feras Alhou, Unknown - at SMX Santa Clara
Figo - south Sweden Figo - south Sweden Daniela - Sydney Linn och Petra of Search Integration - Stockholm

Left to right: Shelby Thayer, Nikki Rae, dunno – can you help?, dunno – can you help? (both from SMX West), Feras Alhlou, Figo the guard dog, Figo the scholar, Daniela Fernandez, the Search Integration team