Course overview
This two-day course gives you a comprehensive understanding of Google Analytics. Learn how to get accurate reports that help you boost your marketing campaigns. Discover how to measure SEO, PPC, social referrals, email, banner campaigns and other online activities effectively.
Campus locations
What you'll learn
- Configure Google Analytics for your specific business needs to ensure your reports are as accurate as possible
- Accurately measure your SEO, PPC and all online activities correctly through proper tagging – such as for email and banner ad campaigns
- Boost the quality and effectiveness of your marketing campaigns by encouraging more high-quality clicks and lowering your costs
- Utilise KPIs to help increase conversions, understanding how to identify what you need to measure so that you can build more effective landing pages and boost your conversion rates
- Identify issues to help optimise the performance of your website using analytics to improve the overall performance of your web site to help grow your business
Study method
- In-class
- Online
- Blended
Locations
- England
- London
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Duration study load
2 days (14 CPD hours)
Testimonials
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Richard Lewis, Campaign Manager, Confused.comGoogle Analytics: The Complete Guide"This course has provided tools for effective management of GA with insight on how to collect data and make meaningful business decisions. Real-life examples of best practice GA provides a clear understanding of the power of the tools available."
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Deidre Piper, Media Account Manager, European TourGoogle Analytics: The Complete Guide"Excellent, can’t wait to customise Google Analytics for our needs!"
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Katherine Hesketh, Online Comms Officer, Brit InsuranceGoogle Analytics: The Complete Guide"I'm looking forward to getting back and putting this all in practice."
Delivery
Home Learning
All learning products and services are currently being delivered digitally using the following engaging formats:
- Virtual classroom: Tutor-led, live, online classroom environments
- Online: Self-study, via an always-on, always open portal, providing an engaging multimedia learning experience
Who's it for?
Gain mission-critical insights for your website that will help you identify opportunities to boost the ROI for your business.
Improve the flow of visitors through your website, remove bottlenecks in order to boost conversion rates and increase the customer lifetime value of visitors.
Previous delegates include:
- Online Communications Officer (Brit Insurance)
- Web Resources Officer (Tenant Services Authority)
- Assistant Marketing Manager (Marie Stopes International)
- Marketing Manager (ADMS Europe)
Enrol onto ‘Google Analytics: The Complete Guide’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
Subjects
- Understanding what Web Analytics can do for your web site
- Clarifying how Google stores and uses your data
- How Google Analytics works
- Understanding how Google uses cookies and the information they track
- Know the differences between 1st party and 3rd party cookies, persistent and temporary cookies
- Understand the Google Analytics Tracking Code (GATC), where to place it and how it can be customised
- How to verify your Google Analytics setup and troubleshoot common mistakes
- Implementing Google Tag Manager that allows a single tag to be managed through a simple interface
- Import cost date, performance metrics from non-Google search engine campaigns
- Best practice guidelines for analysing data and how to analyse data trends
- Creating accounts, setting data sharing preferences, exporting and emailing reports
- An overview of the Google Analytics dashboard and how to use data visualisations
- Understand how to create, use and share Dashboards
- Understand how to create, use and share Shortcuts
- Adding annotations to reports
- Create automatic custom alerts (Intelligence Events) to notify you of significant statistical variations in your analytics
- Explore and understand Real-Time Analytics
- Exercise – Intelligence for AdWords
- Overview of Universal Analytics
- Best practice guidelines on how to set up Universal Analytics
- Overview of advanced Universal Analytics features such as session and campaign timeout handling, customising organic search sources and excluding referrals and search terms in reports
- Setting date and comparison date ranges, changing the time graph by hour, day, week and month
- Plot specific rows in a report table in the time graph
- Segment your data and compare multiple metrics in the same report using Advanced Segments
- Exercise – Create an Advanced Segment
- View your data using primary and secondary dimensions in a single report and then use pivot tables to compare groups of data and detect trends
- Use Weighted Sort to show you the most actionable rows first within your reports
- Use Custom Dimensions and Custom Metrics to collect and analyse data that Google Analytics doesn’t automatically track like demographic data
- Learn how to customise standard reports to include information that may be missing
- Overview of how to select a sampling size and how to refresh report data stored in your browser cache
- Share templates of Dashboards, Advanced Segments and Custom Reports
- Use In-Page Analytics to make a visual assessment of how users interact with your web pages
- Overview of Content Experiments to test which version of a landing page leads to the greatest improvement in goal completion or metric value
- How Google Analytics calculates Visits, Unique Visitors and Pageviews
- Learn how Google Analytics uses two different techniques for counting Unique Visitors
- Understand the Length of Visit Report and how Time on Page and Time on Site are calculated
- Configuring segmented reports for New vs Returning Visitors, Pageview vs Unique Pageviews…
- Learn the meaning and causes of ‘(not set)’ appearing in your reports
- Understand why discrepancies in numbers may appear – for example, Visits vs Entrances, Unique Visitors vs Visits in Custom Reports
- Overview of the hierarchy of Accounts, Users, Properties and Views
- Best practice for structuring and managing Accounts and Views
- Understanding when and how to create Views, edit settings and manage View assets
- Learn how to import AdWords data and edit settings
- An overview of common issues on the management of Google Analytics
- Best practices for using Filters – how Filters work, how to create them and when to apply them…
- Understand how to create Include and Exclude Filters, Search and Replace Filters
- How to use Filters and Views together to track certain kinds of traffic such as Googles AdWords traffic
- A look at advanced Filters – cascading Filters, Filters for sub-domains etc…
- An overview of when and how to use common regular expressions (Regex) in Google Analytics with examples
- Overview of the fundamentals, how to use and interpret Content Reports to report what visitors are doing on your site
- Understanding the importance of reports for Top Landing Pages, Top Content and how to create Content Drilldown reports
- Understand Bounce Rate, common reasons why high Bounce Rates occur and how to improve
- Understand the differences between Exit Rates and Bounce Rates for pages in your site
- Valuing Content using Page Value to get an idea of which pages in your site contributed more to your site’s revenue
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
