Google Intro and Advanced

• Introduction to web analytics: Key definitions and uses, digital objectives and KPIs, how tracking works
• Setting up Google Analytics: Account structure, user permissions, navigation menu, report structure, dimensions and metrics 
• Standard reports: Home dashboard, real time reporting, audience reports, acquisition reports, behaviour reports, conversion reports 
• Reporting techniques: Filters and segments, dashboards and sharing
• Top tips and tricks

• Navigate with ease through the GA console
• Understand GA web analytics terms like users and sessions
• Answer questions about your website audiences and site performance with standard GA reports
• Measure your performance with simple customised reports and dashboards
• Understand conversions by setting up goals and events
• Measure your advertising effectiveness with UTM campaign tracking
• Segment your audience types with dimensions and metrics

This course is suitable for anyone new to Google Analytics or anyone who has been using GA but would like a broader understanding of what this tool does and how to use it more effectively. It doesn’t assume any prior knowledge of the tool or any technical capability.

It is aimed primarily at digital marketers, ecommerce managers, UX designers, newbie web analysts or anyone wanting a working knowledge of the GA platform.

• The web analytics environment: Key definitions and uses, digital objectives and KPI’s, how tracking works
• GA interface: Account structure, user permissions, navigation menu, report structure, dimensions and metrics, standard reports
• Advanced reporting techniques: Filters, segments and the use of regular expressions, calculated metrics, custom dimensions and metrics
• Goals and funnels
• Custom reporting: Custom reports and dashboards, automated data extracts and manipulation via APIs, GA Data Studio, Tool integrations for custom reporting (e.g. Supermetrics Excel, Tableau, PowerBI)
• Campaign tracking
• Site optimisation: Hypotheses and testing
• Top tips and tricks

• Answer questions about your website audiences and site performance by creating and using GA custom reports and dashboards
• Learn how to segment your data to answer precise marketing questions
• Set up Goals and Funnels to track onsite conversions and drop offs
• Perform advanced data analysis and visualisations by automating and manipulating GA data extracts via APIs
• Understand the importance of accurate campaign tracking in measuring advertising effectiveness

This course is suitable for anyone using Google Analytics on a regular (at least weekly) basis, or who has been on our Google Analytics – Introduction course. If you’re comfortable navigating around the GA interface, this course can help you delve into the why and how.  

Our Advanced Analysis course is for users looking to create tailored performance reports for stakeholders and answer detailed performance questions. Our training will help you understand the different tools and techniques available to drill into online behaviour and identify niche trends in online performance.  

The Google Analytics – Advanced Analysis course is aimed primarily at digital marketers, e-commerce managers, UX designers, web analysts or anyone wanting an advanced knowledge of how users are behaving on the GA platform.