The perfect introduction to Google Analytics for UX Researchers.
Analytics is an important building block for gaining a full picture of user behavior. Therefore, knowledge in the area of web analytics is very valuable, especially for UX Researchers. The book "Researching UX: Analytics" teaches the most important basics for Google Analytics in a simple and precise way - from setting up the Google Analytics account to data analysis.
The book shows typical pitfalls in dealing with analytics, describes very precisely central terms such as bounce and exit rate and covers important topics such as event tracking, funnels, user journeys and A/B tests. What I personally like very much is that it also shows the limits of analytics.
While other books on web tracking and Google Analytics have a strong marketing or tooling focus, this book specifically addresses the challenges and opportunities from a UX research perspective, such as what you can specifically find out about your users using Google Analytics.
I only deduct one point because I personally would have liked a simpler step-by-step guide for the use of analytics in the everyday life of a UX Researcher (possibly with an example).
For me, this book is still an absolute must-have for UX Researchers to get started with Google Analytics.
Target Group
The book is primarily aimed at UX Researchers who want to get started with Google Analytics. However, it is also very interesting for UX Designers and Project Managers who want to better understand Analytics data. Basic knowledge of Web Analytics is not necessary, as all relevant topics and terms are explained in detail.
Overview
| Title | Researching UX: Analytics |
| Author | Luke Hay |
| Target Group | UX Researcher, UX Designer, Projektmanager |
| Publication year | 2017 |
| Language | English |
| Evaluation |  (4/5 hearts) |
| Price | 32,34 Euro (5 June 2021) |
| Link | See book on amazon |
