Google Analytics: Essentials Masterclass

02 Dec 2022

During this course you will learn to:

Configure your Google Analytics dashboard and create customer alerts to improve the accuracy of your reports and get the most out of your data
Compare multiple metrics using advanced segments to set actionable KPIs and develop your reporting
Understand campaign attribution through the multichannel funnel
Use goals to configure funnels and interpret the funnel visualisation report to improve conversion and goal completions
Create and interpret content drilldown reports to build more effective webpages and boost your conversion rates

This course also constitutes Day 1 of our 2-day Google Analytics course; Google Analytics: The Complete Guide

Course Details:

General introduction to Google Analytics

Understanding what Web Analytics can do for your web site
Clarifying how Google stores and uses your data
How Google Analytics works

Understand the Analytics Account Structure

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

Cookies

Understanding how Google uses cookies and the information they track
Know the differences between 1st party and 3rd party cookies, persistent and temporary cookies

Importance of Configuring & Customising Google Analytics properly

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
Import cost date, performance metrics from non-Google search engine campaigns

Managing Google Analytics

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

Set up A GA Account for Your Site

Create your first GA4 property
Configure Analytics settings in the property
Key concepts: data collection fundamentals
Creating events and conversions

Update Property Settings

Choose settings most relevant for your business
Difference between Views in Universal Analytics and Data streams in Google Analytics 4
Set up your data stream and select the sites and apps you would like to add
Data Settings: Data Collection - set your data collection settings
Data Settings: data retention - how to use it to determine how long to retain data for
Data Settings: Data Filter - how to filter data in your property

Data Filters for View

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 Ads traffic
A look at advanced Filters - cascading Filters, Filters for sub-domains etc...

Data Import: Adding custom data to your Property

Why you should customise your data reports with imported data
How to create a data source to import your external data
How to import cost data from non-Google sources
Import User-ID data to track visitors across devices and have accurate user journey data

Using Set up Assistant in Your Property

Configure your data collection
How to turn on Google Signals and how that helps
Choose the important events and conversions to create
Define audiences for your Remarketing campaigns in Google Ads
How to manage users and add or remove users at the account and campaign levels
How to link Google Ads and Analytics
Link your Google Analytics and Merchant Centre accounts
How to check property change history to see changes that have been made

Who should attend?

Marketers and analysts who want to gain a better understanding of what Google Analytics has to offer, which reports to use and how to interpret and act on the data in those reports. This course is designed for individuals who have used Google Analytics previously but either have little experience in using the tool or are just looking to refresh and fine tune their knowledge.

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.

Tutor:

Mike Ncube

Mike Ncube is a digital marketing expert with over 13 years' experience in Google Ads, PPC and SEO advertising. Mike is a Google Partner and has been since the programme was launched by Google over 8 years ago.

He is an author and has written over many books, guides and ebooks on digital marketing topics including Google Ads, PPC advertising and digital marketing strategy.

He has worked with businesses from a wide range of industries including IoT, Automotive, Manufacturing, Real Estate and more for big clients like BitDefender and Quectel to micro businesses.

Testimonials:

"Excellent! Very comprehensive and relevant from start to finish. Covered the basics to the more advanced options and capabilities available within Google Analytics without being too technical"

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Google Analytics: Essentials Masterclass

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