Peterson wrote this back when “web analytics” still needed demystifying. Stripped of jargon, it’s a marketer’s guide to one disciplined question. How is the thing we built actually affecting the business?

It taught me to distrust vanity numbers and chase the ones that map to real behaviour and outcomes. Visits versus visitors, conversion, the gap between what people say and what the logs prove they did. That instinct never left me, and every dashboard and success metric I’ve defined since traces back to the habit this book set.

It’s on the Business and Growth shelf because analytics is where business and technology meet most bluntly. The data doesn’t care about your roadmap. The tooling in here is dated now, and that’s part of the lesson. Tools change constantly, the discipline of measuring what matters doesn’t.