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The Strategic Analytics Consultancy

Google Analytics Training - Intermediate

Google Analytics Training - Intermediate

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Going into Detail with Google Analytics

A natural progression from our Google Analytics Training – Introduction course, this full-day course takes your skills to the next level going into far more practical detail. Over the day you will learn how to measure the effects social media is having on your web site, plus if you have an e-Commerce operation, you can begin to properly discover and chart visitor behaviour. We will also introduce you the valuable world of attribution modelling including why and how to set up funnels so you can increase the effectiveness of any online media spend.

Attendees on this course will typically have basic web analytics experience and an understanding of the interface to advance their Google Analytics skills. This will equip you to exploit the tool’s capabilities for your day-to-day digital marketing reporting and optimisation.

Day 1: Session 1


1. GETTING AROUND - UNDERSTANDING THE GOOGLE ANALYTICS INTERFACE

  • Objectives & Action plan
  • GA Accounts, Web properties and Profiles
    • Creating Google Analytics web properties & profiles
  • Understanding and defining
    • Dimensions and Metrics
    • Page views (and Unique page views)
    • Visitors (and Visits)
    • Bounce (and Bounce rates)
    • Exit (Exit rates)
  • Reporting – real-time and standard
  • Annotations and shortcuts
  • Understanding intelligence events
  • Introduction to Universal Analytics and new measurement protocol

 
NEXT DATES
12th December, 2019
22nd January, 2020
27th February, 2020
LOCATION
Spitalfields, London, E1

2. GOALS, E-COMMERCE, REPORTS AND DASHBOARDS

  • Understanding and defining goals
  • Google Analytics and your websites goals
  • Configuring a simple Google Analytics goal
  • Exploring and understanding
    • Goals report suite
    • Goal flow report
    • E-commerce report suite
  • Understanding how e-commerce transactions are processed
  • Understanding and defining key performance indicators (KPIs)
  • KPIs and Google Analytics
  • Producing and sharing actionable reports and dashboards (including custom reports)
    • Locations Report, Traffic sources report, Landing Pages report (with segmentation) Exploring and understanding
    • Audience
    • Mobile
  • Understanding and apply default advanced segments
COST
£249

3. UNDERSTANDING VISITOR’S BEHAVIOUR AND WEB SITE INTERACTIONS

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Dr Phill Law

Head of Analytics and your trainer

  • Exploring and understanding
    • All pages
    • Navigation summary
    • Page title and SEO Significance
    • Content drilldown
    • Visitors flow
    • Goal flow
    • In-page analytics
  • Improving in-page analytics
  • Understanding and using
    • Exit pages
    • Landing pages
    • Entrance paths

4. CAMPAIGN TRACKING & ANALYSIS

  • Campaign Analysis
    • Source, Medium, Campaign, Content and Term
    • Campaign tracking and the URL builder
    • GA UTM Tagging
  • Measuring
    • SEO Campaigns
    • PPC Campaigns
    • E-mail campaigns
    • Banners and display campaigns
    • In-bound social media campaigns
    • Off-line campaigns
 

Day 1: Session 2

5. MEASURING ORGANIC (SEO) CAMPAIGNS – DETAILED CONCEPTS

  • Your SEO plan & priorities
  • Exploring and understanding
    • Organic search keywords
    • (not provided) keywords
    • Organic sources
    • Title tags
    • Hostnames
    • Search engine optimisation
    • Referrals
    • Webmaster tools account
  • Connecting your webmaster tools account to Google Analytics account *
  • Creating and sharing an
    • SEO advanced segment
    • SEO dashboard
    • SEO custom report
  • Advanced Google Analytics coding options for SEO
  • Advanced filters for SEO

6. MEASURING PAID (CPC, DISPLAY) CAMPAIGNS – DETAILED CONCEPTS

  • Connecting multiple Google AdWords & Google Analytics account
  • The gclid parameter and your Google Analytics marketing cookie
  • Exploring and understanding
    • Campaigns
    • Keywords
    • Destination URLs
    • Matched Search Queries
    • Day Parts
    • Placements
    • Keyword Position
  • Minimising discrepancies between AdWords and analytics data
  • Google AdWords conversion tracking system
  • Google Analytics goals and e-commerce transactions and Google AdWords
  • Deploying (& using) the doubleclick tracking for Google Analytics
  • Google AdWords remarketing and Google Analytics
  • Creating and sharing
    • CPC advanced segment
    • CPC dashboard
    • CPC custom report
  • Advanced Google Analytics coding options for CPC
  • Advanced filters for CPC

7. SOCIAL MEDIA MEASUREMENT USING GA

  • Social media measurement with Google Analytics
  • Social media measurement
    • Facebook
    • LinkedIn
    • Twitter
    • Google+
    • Other important social networks
  • Social interaction tracking
  • Exploring and understanding
    • social sources
    • Shared URLs
    • Social plugins
    • Social visitors flow
  • Configuring your social settings

8. MULTI-CHANNEL FUNNELS & ATTRIBUTION MODELLING

  • Understanding the attribution modelling tool
  • Google AdWords attribution model
  • Google Analytics attribution model
  • Google DoubleClick attribution model
  • How direct changes with multi-channel funnels
  • Understanding conversions and assisted conversions
  • Exploring and understanding
    • Top conversion paths
    • Assisted conversions
    • Time lag
    • Path length
    • Basic channel groupings
  • Create and share custom channel groupings
  • Create - Brand and non-brand keyword channel groupings
  • Types of attribution challenges
  • Understanding default interaction segments
  • Create and share custom interaction segments

*For this training course, it’s important that attendees are working with Admin access to their Google analytics account. If you do not have this, we can provide you with user access to a test account for the duration of the course. However, this may not be as practical as working with your own data.