Google Analytics: The Complete Guide Masterclass: 22 Apr 2024 | DMA

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Google Analytics: The Complete Guide Masterclass: 22 Apr 2024

Google Analytics: The Complete Guide Masterclass


During this course you will learn to:

  • 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 performance of your website using analytics to improve the overall performance of your web site to help grow your business

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


  • 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

Understanding dimensions and metrics

  • What are dimensions and metrics and how do they work?
  • What are sessions in Google Analytics 4?
  • Deciding which metrics are important for your site
  • How to update dimensions and metrics in Exploration reports
  • Measuring traffic sources like Organic, SEO, Paid etc with the metrics you have chosen

Selecting Data to Include in Your Google Analytics Reports

  • Setting date and comparison date ranges, changing the time graph by hour, day, week and month
  • 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
  • Share templates of Dashboards, Advanced Segments and Custom Reports

Defining and Measuring Actionable Metrics - Visits, Unique Visitors, Pageview & Time Metrics

  • How Google Analytics calculates Views, Sessions and Segments
  • 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

Insights & Recommendations: Traffic Sources

  • Understand the campaign Attribution Model, rules that determine how credit for sales and conversions is assigned to touchpoints in Conversion Paths
  • Understanding different kinds of traffic sources and how to identify quality traffic and drivers of revenue and conversions
  • Determine the origin of self-referrals and solutions to remove them from your reports
  • How to analyse cost data with Attribution Modelling
  • Identify opportunities and prioritise your efforts to increase the number of quality organic visitors to your site
  • In-depth reporting for SEO including Geographic reports, Search Query reports, Landing Page reports etc..
  • The benefits of auto-tagging and how to verify if auto-tagging for Google AdWords will work with your website
  • Importing data from an AdWords account into an Analytics account and importing Analytics Goals and Transactions into AdWords
  • Optimise performance by targeting more profitable locations and parts of the day, improving the performance of your landing pages, leveraging Site Search etc..

Reports: Reports Snapshot

  • How to use Analytics Intelligence to learn about your data
  • How to customise your report and add and remove cards
  • How to View additional insights about your card reports
  • How to analyse your Real time reports

Reports: Lifecycle Reports

  • Steps to customise your Acquisition Reports
  • Steps to customise your Engagement Reports
  • Steps to customise your Monetisation Reports
  • How to use Analytics Intelligence to learn about your data
  • How to customise your report and add and remove cards
  • How to View additional insights about your card reports

Who should attend?

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 customer liftetime 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.


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.


"Excellent, can't wait to customise Google Analytics for our needs!"
Deidre Piper,
Media Account Manager, European Tour

"I'm looking forward to getting back and putting this all in practice."
Katherine Hesketh,
Online Comms Officer, Brit Insurance

Other Details:

  • Location: Virtual Classroom
  • Member Price: £720
  • Non-member Price: £850

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