About Brian Clifton
Sketch by Per Axbom @axbom
Brian Clifton (PhD), is an e-metrics strategist, independent author and educator who specialises in performance optimisation using Google Analytics. Recognised internationally as a Google Analytics expert, his latest book, the third edition of Advanced Web Metrics with Google Analytics is used by students and professionals world-wide.
Starting in web development and SEO as far back as 1997, he joined Google as the first Head of Web Analytics for EMEA (2005-8), building the first pan-European team of product specialists. A legacy of his work is the online learning centre for the Google Analytics Individual Qualification (GAIQ).
Brian is a guest lecturer at University College London (MSc, “Web Economics”) and Stockholm School of Economics, and has held the title of Associate Instructor at the University of British Columbia for his contribution to teaching modules in web analytics. You can hear him speak at numerous conferences around the word – particularly in Europe where he presents on working at Google, web analytics, digital marketing, content optimisation - and how these can all interlink to create a successful online business strategy.
Brian is now Director of Data Insights & Analytics at Search Integration AB - a company specialising in integrated digital marketing. He is also the Founder and Senior Strategist for Advanced Web Metrics Ltd - a company specialising in performance optimisation using Google Analytics for global clients.
*Pronounced “zoogler”, a Xoogler is an ex-Google employee (Googler). See also “Noogler” – new Google employee!
A quick poll to help me understand book sales…
Want to Hear Me Speak…?
I have the privilege of speaking at a number of excellent industry events such as eMetrics, SES, SMX, Digital Knowledge Day, and Conversion Jam. If you are at any of these, please stop by and say hello. If you would like me to speak at your event, please forward your request to. Allow at least two month’s notice period though!
Some Deeper Background about me
Brian first graduated with a BSc in Chemistry from the University of Bristol in 1991 and then in Physical & Theoretical Chemistry for his PhD in 1996. Further work as a post-doctoral researcher cumulated in publishing several scientific papers included the journals Molecular Physics, Colloids & Surfaces and Languir. During that time he was also an international weightlifter, winning 6 British Championships and representing Great Britain at World and European level.
Studying science at university during the early nineties meant witnessing the incredible beginnings of the web. In 1991 Tim Berners-Lee, a scientist working at the CERN laboratory in Switzerland, launched the first web browser and web server, to the academic community, therefore sowing the first seeds of the world wide web.
Although the communication potential of the web was immediately clear to Brian, it took a little while for ideas to formulate around business opportunities. In 1997 he left academia to founder Omega Digital Media Ltd – a UK company specializing in professional services for organizations wishing to utilize the new digital medium.
Since leaving the field of chemical research, Brian has continued to write. Whitepapers included How Search Engine Optimisation Works (2004), Web Analytics Data Sources (2005) and Web Analytics Accuracy (2008-). As with most of his “Mosaic/Netscape” peers, Brian is also an avid writer on his own blog.
Brian holds the title of Associate Instructor at the University of British Columbia for his contribution to teaching modules in support of the “Award of Achievement in web analytics”. You can also hear him speak at numerous conferences around the word – particularly in Europe where he presents on working at Google, search marketing, web analytics, website testing and how these can all interlink to create a successful online business strategy.