Feras Alhlou is co-founder and Principal Consultant at E-Nor (founded in 2003). He has established an industry thought-leader organization that provides marketing intelligence solutions to some of the world's most recognizable brands.

Shiraz Asif is E-co-founder Nor's and Vice President of Analytics. He has a strong background in Web and mobile analytics solution architecture, report automation, and data analysis.

Eric Fettman is an analytics trainer at E-Nor and the founder of E-Nor Analytics University. He strives to equip his students with skills in digital analytics and optimization, as well as in all professional endeavors.

Google Analytics Breakthrough is an essential resource for the world's most widely used analytics tool. This book systematically demystifies the wide range of Google Analytics features and configurations in order to provide a complete, best-practices foundation in measurement strategy, implementation, reporting, and optimization. Throughout the learning experience, you will sharpen your core competencies, discover hidden functionality, learn to avoid common pitfalls, and develop next-generation tracking and analysis strategies to understand what is helping or hindering your digital performance and begin driving more success.

Google Analytics Breakthrough provides hands-on training and expert advice on a wide range of implementation and reporting skills:

• Learn how to campaign-tag inbound links in order to uncover email, social, PPC, and banner/remarketing traffic that is masquerading as other traffic sources and confidently measure the ROI of each marketing channel.
• Add event tracking to capture the numerous important user interactions that Google Analytics does not automatically track, such as video plays, PDF downloads, scrolling, and AJAX updates.
• Master Google Tag Manager for greater implementation flexibility and control.
• Set objectives and Ecommerce tracking has been improved to measure performance against organizational KPIs and to configure conversion funnels to isolate drop-off.
• Create audience segments that correspond to your target audience's constituencies, amplify trends, and aid in the identification of optimization opportunities.
• Fill in custom dimensions that reflect your organization, your content, and your visitors so that Google Analytics can understand you.
• With mobile app and cross-device tracking, you can get a more complete picture of customer behavior.
• Third-party data visualization, CRM integration for long-term value and lead qualification, marketing automation, phone conversion tracking, usability, and A/B testing are all examples of related tools and techniques.
• Improve data storytelling and encourage enterprise analytics adoption

Millions of organizations, including an estimated 67 percent of Fortune 500 companies, have installed Google Analytics, but deficiencies plague most implementations, and inadequate reporting practices continue to impede meaningful analysis. By implementing the strategies and techniques outlined in Google Analytics Breakthrough, you can fill gaps in your current skill set, overcome common limitations, and begin using Google Analytics for true competitive advantage.

Contributions from industry luminaries such as Brian Clifton, Tim Ash, Bryan and Jeffrey Eisenberg, and Jim Sterne, as well as a foreword by Avinash Kaushik, enrich the learning experience and equip you to drive consistent, real-world improvement through analytics.

Author: Shiraz Asif, Eric Fettman and Feras Alhlou

Link to buy: https://www.amazon.com/Google-Analytics-Breakthrough-Business-Impact/dp/1119144019/

Ratings: 4.4 out of 5 stars (from 101 reviews)

Best Sellers Rank: #450,125 in Books

#22,696 in Textbooks

#35,247 in Reference (Books)

Brian Clifton, PhD, is an internationally recognized web analytics expert who specializes in Google Analytics performance optimization for a variety of high-profile brands. He previously led the Google Web Analytics team for Europe, the Middle East, and Africa, and he initiated and helped launch the Google Analytics Individual Qualification online learning center (GAIQ).

Google Analytics is a free tool that millions of website owners use to evaluate the success of their efforts. Its revised interface and new features will provide even more opportunities to increase the value of your website, and this book will teach you how to take advantage of each one. Advanced Web Metrics with Google Analytics, which includes new content based on reader and client requests, assists you in implementing new methods and concepts, tracking social and mobile visitors, using the new multichannel funnel reporting features, determining which filters to use, and much more.

• Gets you up and running with all of the new tools in Google Analytics' revamped interface, and includes content requested by readers and users, particularly new GA users.
• This chapter discusses social media analytics features, advanced segmentation displays, multi-dashboard configurations, and how to use them. Top 20 stories
• It includes a detailed best-practices implementation guide that covers advanced topics like how to set up GA to track dynamic web pages, banners, outgoing links, and contact forms.
• Case studies are provided to demonstrate how to optimize pay-per-click accounts, integrate AdSense, work with new reports and reporting tools, and use ad version testing, among other things.

Advanced Web Metrics with Google Analytics, 3rd Edition contains detailed information and advice about Google Analytics that will help you make your website a more effective business tool. This book is designed for customers who use Google Classic Analytics and does not cover Google Universal Analytics or the related Google Tag Manager. It is considered one of the best books on Google Analytics.

Author: Brian Clifton

Link to buy: https://www.amazon.com/Advanced-Web-Metrics-Google-Analytics/dp/1118168445/

Ratings: 4.2 out of 5 stars (from 88 reviews)

Best Sellers Rank: #967,975 in Books

#1,964 in Internet & Telecommunications

#3,875 in Computer Science (Books)

#4,096 in Internet & Social Media

Perry Marshall is the world's most-quoted Google advertising consultant and the world's best-selling author. He has assisted over 100,000 advertisers in avoiding the "AdWords stupidity tax." Mike Rhodes, CEO and founder of WebSavvy, is a bestselling author and international speaker who specializes in Google Ads, Google Analytics, and website conversions. Bryan Todd is a Google Ads expert and international marketing consultant.

This sixth edition of Ultimate Guide to Google Ads introduces revised, expanded, and new chapters covering Enhanced Campaigns, Google Ads Express, Google's Product Listing Ads, and more. Changes in Big Data advertising are also revealed, as are expanded sections and necessary updates.

This edition of Ultimate Guide to Google Ads has received the following updates:

• Effective bidding strategies for search ads that make use of remarketing lists
• New ad extension functions
• Script-based automation capabilities
• Bonus online content includes links to dozens of resources and tutorials covering topics such as registering a domain name, creating a website, choosing an email service, selecting a shopping cart service, finding products to sell, and setting up a Google Ads account for your business.

Readers are given the most recent information, along with new screenshots, examples, and techniques. Advertisers are taught how to build an aggressive, streamlined campaign proven to increase search engine visibility, consistently capture clicks, double website traffic, and increase sales by Google Ads experts Perry Marshall, Mike Rhodes, and Bryan Todd. This guide is a must-read for anyone who is a current advertiser or is new to AdWords.

Author: Perry Marshall, Mike Rhodes and Bryan Todd

Link to buy: https://www.amazon.com/dp/159918673X

Ratings: 4.7 out of 5 stars (from 201 reviews)

Best Sellers Rank: #128,496 in Books

#143 in Web Marketing (Books)

#158 in Advertising (Books)

#283 in E-commerce Professional (Books)

Eli Schwartz is an SEO expert and consultant with over a decade of experience working for top B2B and B2C firms. Eli's strategies have generated millions of dollars in revenue for some of the most popular websites on the internet. He has worked with clients such as Shutterstock, WordPress, Blue Nile, Quora, and Zendesk to implement highly effective global SEO strategies.

Nothing beats great search engine optimization for propelling your company forward (SEO). Unfortunately, knowing what will successfully drive traffic, leads, and sales is not always easy. If you want to stand out from the crowd, your SEO must be a unique blend of creativity and logic.

Perhaps you're a marketing manager or executive in charge of SEO growth but don't fully understand how it works. Perhaps you are an experienced SEO professional looking to improve your results. In any case, Product-Led SEO is your insider's guide to online visibility.

When it comes to SEO, success is frequently determined not by what you do but by how you do it. That is why, rather than providing step-by-step guidelines and techniques, Product-Led SEO delves deeply into the logic and theory of SEO. The book is regarded as one of the best books on Google Analytics. You will discover how to create your own best practices and where most SEO strategies go wrong. If your primary goal is to drive traffic, you are passing up sales opportunities.

Author: Eli Schwartz

Link to buy: https://www.amazon.com/Product-Led-SEO-Building-Organic-Strategy/dp/1544519567/

Ratings: 4.3 out of 5 stars (from 215 reviews)

Best Sellers Rank: #84,498 in Books

#15 in Search Engine Optimization

#100 in Advertising (Books)

#310 in Sales & Selling (Books)

Adam Clarke, the #1 best-selling author in SEO, search engine optimization, and Internet marketing, has achieved thousands of top search engine rankings for more than ten years. Adam Clarke, who is Google Ads and Analytics certified, has advised SEO clients ranging from small family-owned businesses to international corporations, including leading hotel chains, iconic fashion brands, fast-growing startups, and more.

Adam loves writing in a conversational style and is the author of SEO 2021, the #1 best seller of all SEO books. Adam enjoys riding motorcycles to new and exotic locations, drinking coffee, and reading a good book when he is not writing.

SEO 2022 will walk you through the search engine optimization techniques used to grow countless websites online, the exact steps to rank high in Google, and how to get a ton of customers, regardless of your background.

This SEO book contains the following sections:

• SEO explained in simple language, from beginner to advanced.
• The inner workings of Google's algorithm and how it determines search results
• How to find "money" keywords that will drive traffic to your website.
• Clever methods for getting local businesses to rank high in local SEO.
• How to get free coverage in the mainstream media.
• Three free resources for expert SEO and Internet marketing advice worth thousands of dollars.
• A simple step-by-step checklist and video tutorials that are only available to readers.

Google is always changing and evolving.

Some recent modifications are:

• June 2022 - With the "May 2022 Core Update," Google makes significant changes to how search results are calculated, as well as important new guidelines for businesses and website owners.
• July 2021 - Google releases a major "Link Spam Update," effectively removing thousands of websites' backlinks by having them "nullified."
• June 2021 - Google launches the "Page Experience Update," which includes new factors in Google's search algorithm as well as new recommendations for all website owners.

SEO 2022 discusses the most recent changes to Google's algorithm and how to take advantage of them. This book also discusses potential changes in 2022. Learn SEO fundamentals, achieve top rankings, and attract a flood of new customers with this SEO book.

Author: Adam Clarke

Link to buy: https://www.amazon.com/gp/aw/d/B0B6XMSQ86/

Ratings: 4.4 out of 5 stars (from 1584 reviews)

Best Sellers Rank: #627,093 in Books

#72 in Online Internet Searching

#111 in Search Engine Optimization

#1,300 in E-commerce Professional (Books)

Valliappa Lakshmanan works as a Tech Lead for Google Cloud Platform's Big Data and Machine Learning Professional Services. His mission is to democratize machine learning so that anyone, anywhere can use Google's incredible infrastructure.

Jordan is the core BigQuery team's engineering director. He was one of BigQuery's founding engineers, and he helped build it into one of the most successful products on Google's Cloud Platform. He wrote the first book on BigQuery and has given numerous talks on the subject. Jordan has twenty years of experience in software development, ranging from Microsoft Research to Machine Learning startups.

Enterprises are becoming increasingly data-driven, and a data warehouse—a central repository of integrated data from across the organization—is a critical component of any enterprise's data strategy. Traditionally, data analysts used the data warehouse to generate analytical reports. However, it is now increasingly being used to populate real-time dashboards, perform ad hoc queries, and provide decision-making guidance via predictive analytics. Many organizations are migrating to cloud-based data warehouses such as Google BigQuery due to these business requirements for advanced analytics and a trend toward cost control, agility, and self-service data access.

In Google BigQuery, the authors take you on a detailed tour of BigQuery, a serverless, highly scalable, low-cost enterprise data warehouse available on Google Cloud. Because there is no infrastructure to manage, businesses can concentrate on analyzing data to derive meaningful insights using familiar SQL.

BigQuery's goal has been to create a data platform that provides cutting-edge capabilities, takes advantage of the many great cloud technologies that are now available, and supports tried-and-true data technologies that are still relevant today. Google's BigQuery, for example, is a cutting-edge serverless compute architecture that decouples compute and storage.

This allows different layers of the architecture to perform and scale independently, and it provides data developers with design and deployment flexibility. BigQuery is one of the few databases that supports native machine learning and geospatial analysis. BigQuery interoperates with both traditional and modern systems, at a wide range of desired throughput and latency, thanks to Cloud Pub/Sub, Cloud Dataflow, Cloud Bigtable, Cloud AI Platform, and many third-party integrations. BigQuery also supports ANSI-standard SQL, columnar optimization, and federated queries, which are critical to the self-service ad hoc data exploration that many users require.

Among the best books on Google Analytics, this book is intended for data analysts, data engineers, and data scientists who want to use BigQuery to glean insights from large datasets. BigQuery can be accessed by data analysts using SQL and dashboarding tools such as Looker, Data Studio, and Tableau.

BigQuery can be integrated with data pipelines written in Python or Java and using frameworks like Apache Spark and Apache Beam. Data scientists can use BigQuery to build machine learning models, run TensorFlow models on data, and delegate distributed, large-scale operations to BigQuery from within a Jupyter notebook.

Author: Jordan Tigani and Valliappa Lakshmanan

Link to buy: https://www.amazon.com/dp/1492044466

Ratings: 4.5 out of 5 stars (from 95 reviews)

Best Sellers Rank: #222,564 in Books

#41 in Data Warehousing (Books)

#149 in Cloud Computing (Books)

#168 in Data Processing

Alex Yastrebenetsky is the CEO and co-founder of InfoTrust, which provides global analytics consulting and data governance. InfoTrust has received numerous honors and awards under his leadership, including inclusion on Fortune's Best Small Workplaces, Ad Age Best Places to Work, The Inc. 5000, and Inc. Best Workplaces lists.

Michael Loban is InfoTrust's Chief Marketing Officer. He is an adjunct professor at the University of Cincinnati and Xavier University, as well as a speaker and author whose work has appeared in Forbes, AdWeek, and CIO Magazine.

As major retailers, consumer packaged goods companies (CPG), and media outlets embraced the ever-online customer, $130 billion was spent on digital advertising alone in 2019. Despite massive digital marketing budgets driving global ad campaigns, many marketers still lack confidence in answering the age-old question: Is my campaign working?

Crawl, Walk, Run is your step-by-step guide to navigating each stage of analytics maturity, guiding you through an analytics maturity framework to achieve greater efficiency and confidence in your marketing decisions. Alex Yastrebenetsky, Michael Loban, and InfoTrust team members (Amin Shawki, Andy Gibson, Ariel Opelt, Brad Prenger, Chris Vaughan, Kent Oldham, Lucas Long, Melanie Bowles, Pam Castricone, Tyler Blatt, and Stacey Shiring) discuss six key areas of digital transformation, including how to staff and upskill your team and build effective processes.

You'll also discover why Google Marketing Platform is the industry leader, how elements like Google Analytics 360 and Google Optimize 360 work together, and how data governance is implemented to ensure compliance with new privacy regulations (such as the California Consumer Privacy Act, or CCPA). Crawl, Walk, Run also includes a comprehensive chapter on App + Web properties, which form the foundation of Google Analytics 4. In fact, as of October 2020, Crawl, Walk, Run is the only book on the market that covers the key functionality of Google Analytics 4.

Author: Michael Loban and Alex Yastrebenetsky

Link to buy: https://www.amazon.com/Crawl-Walk-Run-Advancing-Analytics/dp/1544509871/

Ratings: 4.6 out of 5 stars (from 90 reviews)

Best Sellers Rank: #560,480 in Books

#12 in Website Analytics

#624 in Web Marketing (Books)

#1,177 in E-commerce Professional (Books)

Alexa Mokalis is a journalism and media studies instructor at San Diego State University. Alexa teaches students how to navigate the social media landscape strategically in order to improve customer interaction and brand success. She is Google Analytics certified and works as a consultant for a number of local businesses, applying her knowledge of analytics and social media.

Joel Davis is a Google Analytics, AdWords, and Mobile certified professional. He is also the co-author of Pass the Google Certification Exam, Google Optimize Demystified, and Advertising Research: Theory and Practice, in addition to Google Analytics Demystified (4e). Joel teaches students the fundamentals of advertising strategy and research, as well as the interpretation and application of Google Analytics, Data Studio, and Optimize at San Diego State University.

The 4th Edition of Google Analytics Demystified covers current Google Analytics features, with a focus on new metrics, support features such as Intelligence Questions, and the new Global Site Tag tracking code. The book goes over the new code's characteristics as well as its impact on page and link tracking, Ecommerce reporting, and event creation and transmission to Google Analytics. When the new tracking code is used, new scripts are provided to allow scroll depth, video play, and form completion monitoring.

Google Analytics is a free platform that can help you improve the performance of your digital properties significantly. Unfortunately, many people are put off using Analytics data because they believe it is too complicated, technical, or time consuming. Google Analytics Demystified removes all of these potential stumbling blocks.

The 4th Edition of Google Analytics Demystified covers current Google Analytics features, with a focus on those that have been added or updated in the last year. All of these characteristics are explained in simple, non-jargon discussions, with a focus on interpretation and strategic application. The book teaches you how to use and apply Google Analytics data to immediately improve the success of your own digital property.

Google Analytics Demystified is a practical guide. It is written for those who want to improve the performance of their digital properties without getting bogged down in technical jargon. As a result, the book will assist you in better understanding how to use Google Analytics to make more informed and thus successful decisions. It is among the best books on Google Analytics.

Author: Alexa Mokalis and Joel Davis

Link to buy: https://www.amazon.com/Google-Analytics-Demystified-Alexa-Mokalis/dp/1545486913/

Ratings: 4.5 out of 5 stars (from 41 reviews)

Best Sellers Rank: #1,212,435 in Books

#22 in Website Analytics

#1,343 in Web Marketing (Books)

#2,496 in E-commerce Professional (Books)