by Joel J. Davis (Author), Alexa L. Mokalis (Author)
This book is now out of date as Google Analytics is transitioning to GA4.
Author Biography
Alexa Mokalis is an instructor in the School of Journalism & Media Studies at San Diego State University. Alexa teaches students how brands can strategically traverse the social media landscape to improve customer interaction and brand success. She is Google Analytics certified and applies her knowledge of analytics and social media as a consultant to a number of local companies. Joel Davis has earned Google certifications in Analytics, AdWords and Mobile. In addition to being the co-author of Google Analytics Demystified (4e) he is also the author of Pass the Google Certification Exam, Google Optimize Demystified, and Advertising Research: Theory and Practice. Joel is a professor at San Diego State University where he teaches students the fundamentals of advertising strategy and research as well as the interpretation and application of Google Analytics, Data Studio and Optimize.