Google Analytics: Measurement and Insight

Benefits to you and your employer:

Benefits to your employer:

This course gives you an insight in to the power of Google Analytics and provides you with the intelligence you need to improve your business performance.

By the end of this one-day course you will understand:

• How Google Analytics can provide a high level insight into the
  performance of your web site
• How your visitors interact with your web site
• How effective your website marketing is

Benefits to you:

Starting with the basics around Google Analytics, this course will move you in to a more advanced understanding and application of your data intelligence.

Who should attend:

The Google Analytics: Measurement and Insight course is aimed at all users of web analytics data . It is assumed that you have some familiarity with Google Analytics.

This will include:

• Web analysts
• Marketers that make decisions based upon performance data
• Marketers looking to gain a greater insight from that data

Previous delegates include:

• Online Communications Officer (Brit Insurance)
• Web Resources Officer (Tenant Services Authority)
• Assistant Marketing Manager (Marie Stopes International)
• Marketing Manager (ADMS Europe)

Programme outline

The Google Analytics: Measurement and Insight course gives you an insight in to the power of Google Analytics and provides you with the intelligence you need to improve your business performance.

Here is the programme outline for this course:

General Introduction to Google Analytics

• Understanding what Web Analytics can do for your web site
• How Google Analytics works, uses cookies and the information it tracks
• Best practice guidelines for analysing data and how to analyse data trends

Google Analytics Interface & Reporting

• Configuring the dashboard
• Report navigation
• Setting date and comparison date ranges
• Interpreting reports

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

• How Google Analytics calculates Visits, Visitors and Pageviews
• Where to find Visits, Visitors and Pageviews metrics
• Configuring segmented reports

Profiles

• Best practice for structuring and managing accounts and profiles
• Understanding when and how to create profiles

Content Reports

• How to use and interpret Content Reports to report what visitors are doing on your site
• How to create Content Drilldown reports

Traffic Sources

• Understanding different kinds of traffic sources
• How to identify quality traffic and drivers of revenue and conversions

Campaign Tracking

• Best practices for tagging links
• How to track Google and non-Google (Yahoo, Microsoft adCenter, email etc...) campaigns using tagged links
• How to tag URLs manually and when to use autotagging for Google AdWords

Google AdWords Tracking

• How to analyse the effect of search result position on performance
• How to track the performance of text ads as well as display and video ads on Google’s Content Network
• Tips on customising Google Analytics to obtain even richer intelligence from your SEM campaigns

Goals and Funnels

• The purpose of using goals and how to assign meaningful goal values
• How to configure funnels and interpret the Funnel Visualization report

Filters

• Best practices for using filters
• How to create standard and advanced filters and when to apply them
• When and how to use common regular expressions (Regex) in Google Analytics with examples

E-commerce Tracking

• How to enable and track e-commerce using goal value and e-commerce revenue metrics
• How $Index is calculated and how to use it

Internal Site Search

• Understanding the metrics and how to configure in Google Analytics
• Interpreting the Site Search Usage, Terms, Start Pages, and Destination Pages reports

Event Tracking and Virtual Pageviews

• Best practice and when to use virtual pageviews and event tracking
• How to generate virtual pageviews and track events

Advanced Customisation

• An overview of some advanced techniques showing how to change such things as session timeout values, campaign expiration etc...

Training course tutor

Mike Rogers M IDM is Managing Director of Optimize, a specialist search engine marketing agency which provides independent search engine marketing services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click search advertising, web and search analytics, conversion optimisation and other SEM related services. Clients include the BBC, Dyson, Kodak, Monster.co.uk, Nationwide, Parcelforce, the Royal Mail, Toshiba, Yell.com and many other small and medium sized businesses.

Mike is also one of the speakers for the IDM's Certificate in Digital Marketing and a training course tutor for the following courses:

• Complete Digital Marketing
• Pay Per Click
• Search Engine Marketing: SEO & PPC Integration
• Search Engine Optimisation

Delegate 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. "

Diana King, Marketing Consultant, DMK Marketing

"Excellent, as this web technology was explained in plain English."

Janine Odcocks, Marketing Manager, ADMS

"I'm looking forward to getting back and putting this all in practice."

Katherine Hesketh, Online Comms Officer, Brit Insurance

"This course has provided tools for effective management of GA with insight of 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. "

Richard Lewis, Campaign Manager, Confused.com