Google Analytics - A Workshop

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About the course

Introduction

Google Analytics is the most widely used web analytics tracking tool amongst organisations of all sizes. It certainly has the potential to provide powerful insights into how digital marketing efforts are being translated into actual real world goals. However, the very complexity of Google Analytics often means that people can be overwhelmed by the vast array of data and reports available.

 

This workshop is intended for anyone working in legal, accountancy and professional service firms who want to have a clear road map of how best to exploit Google Analytics insights and to focus on the things that really matter.

What You Will Learn

This course will cover the following:

  • What is Google Analytics
    • Overview of the type of data and insight that can be captured by Google Analytics
  • How does Google Analytics work?
    • The basics of page tagging and Javascript and cookies (Google Tag Assistant and Ghostery)
    • Basics of Google Tag Manager and best practices in page tagging
  • Important basic concepts
    • The differences between accounts, properties and views - and common issues to avoid with user access rights in Google Analytics
  • Fundamental account set up requirements
    • Creating multiple views
    • Using filters
    • Enabling bot filtering
    • Configuring site search reporting
    • Linking a Google Search Console account
    • Using CheckMyAnalytics for basic set up checking
  • Defining goals in Google Analytics
    • The differences between goal types - destination, time of page, page visits, event goals
    • How to decide the right goals and KPIs to choose
    • Determining a goal value (for non-ecommerce sites)
    • Why goals and goal values are vital
    • Setting up goals (including funnels for destination goals as well as Google Tag Manager for event goals)
  • Setting up campaign tracking
    • How to ensure a consistent use of UTM parameters for any and all links used in multi-channel campaigns
    • How to develop a robus campaign tracking strategy
    • How to use Cardinal Path and Terminus to reduce time spent setting up campaign tracking
  • Reporting and insight
    • Overview of built in reports in GA
    • In depth look at User Explorer, demographics, content and conversions
    • The basics of attribution analysis and benchmarking
    • Real time and how to use it to track offline marketing impact
    • 3rd party tools to support GA reporting - Quill Enage, Leadfeeder and AnswerTheClient
  • Advanced topics
    • Advanced segments
    • Remarketing
    • Ecommerce tracking
    • RegEx
    • Custom reporting (including Google Data Studio and Klipfolio)
  • Summary

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