A guide that covers all the considerations needed to understand the most common web analytics and how they work. Regardless that you are a small brand or you are working on your personal website this guide will help you on what you need to analyze in order to bring useful insights to developing and improving your online business metrics.Briefly the book explains how to excel on Google Analytics. Knowing what metrics and how you can improve them is a key skill in order to outperform your eCommerce or your websites goals. The book will also provide a good introduction in the world of Big Data and how can benefit your business if you start collecting and using all the different data sources available.