The is a foundational text in digital analytics originally written by Eric T. Peterson and published in 2006. It was designed to bridge the gap between complex web data and actionable business decisions by helping organizations formulate custom, relevant KPIs.

: The updated edition by John Lovett introduces a "human-centric" framework called the ABCs— Awareness, Behaviors, Conversions, and Loyalty —to track customer journeys.

: The modern update includes strategies for using AI-powered tools (like GA4 and Looker Studio) to create and evaluate indicators while providing ethical guidance on avoiding data bias. Key Features and Resources

In 2025, an updated version titled was released by John Lovett , modernizing the original concepts for the age of AI and contemporary marketing landscapes. Core Themes and Content

: The original book provides specific examples across various industries and site types, teaching readers how to define what distinguishes a true KPI from other generic measures.

: Readers have access to over 100 pre-formatted marketing KPIs for quick reference.

You can find the original version through Analytics Demystified or explore the New Big Book of KPIs for current AI-informed approaches. Big Book of Key Performance Indicators | analytics