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You will learn to:

  • Implement best practice guidelines and make the most of advanced Google
    Analytics techniques
  • Segment, drill deeper and share reports for different channels such as SEO,
    PPC and social media
  • Use advanced customisation of reports to gain even deeper insights into your data
  • Create multichannel funnels and see when your marketing channels work together to boost sales and increase conversion rates
  • Plan and manage the A/B and multivariate testing of pages

Course availability 

start location member non-member places left
Central London (SE1 8DJ) £549.00 £599.00 5
Central London £549.00 £599.00 6

NB: Prices above subject to VAT.

Course information

programme
Universal Analytics - A Change to the Way Data is Collected & Organised
  • Best practice guidelines on how to set up Universal Analytics
  • Overview of advanced Universal Analytics features such as session and campaign timeout handling, customising organic search sources and excluding referrals and search terms in reports
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
  • Plot specific rows in a report table in the time graph
  • 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
  • Overview of how to select a sampling size and how to refresh report data stored in your browser cache
  • Share templates of Dashboards, Advanced Segments and Custom Reports
  • Use In-Page Analytics to make a visual assessment of how users interact with your web pages
Data Filters for View
  • A look at advanced Filters - cascading Filters, Filters for sub-domains etc...
  • An overview of when and how to use common regular expressions (Regex) in Google Analytics with examples
Content Reports
  • Overview of the fundamentals, how to use and interpret Content Reports to report what visitors are doing on your site
  • Valuing Content using Page Value to get an idea of which pages in your site contributed more to your site's revenue
Traffic Sources
  • Understand the campaign Attribution Model, rules that determine how credit for sales and conversions is assigned to touchpoints in Conversion Paths
  • How to analyse cost data with Attribution Modelling
Organic Search Traffic
  • Exploring and analysing '(not provided)' keywords
  • Creating and sharing Advanced Segments for SEO
  • Creating and sharing a Dashboard for SEO
  • Creating and sharing a Custom Report for SEO
  • Creating advanced Filters for SEO
Paid Search Tracking - Google AdWords & Bing Ads
  • Creating and sharing Advanced Segments for PPC
  • Creating and sharing a Dashboard for PPC
  • Creating and sharing a Custom Report for PPC
  • Creating advanced Filters for PPC
Social Media Traffic
  • Evaluating Social Sources to uncover when your content is shared via a 'Reshare' or '+1'
  • Creating and sharing Advanced Segments for Social Media
  • Creating and sharing a Dashboard for Social Media
  • Creating and sharing a Custom Report for Social Media
  • Creating advanced Filters for Social Media
Campaign Tracking
  • Capitalise on Mobile traffic growth and trends to your website, learn which devices visitors are using
  • Learn how to expand your mobile advertising efforts to areas with a high number of mobile visitors who aren’t yet converting
Goals & Funnels
  • Flow anslysis of Goals and Funnels such as popular pages etc…
  • Using Goal Flow reports to optimise your website
  • Identify the origin of visitors, conversions etc… who complete Goals using Goal Flow reports
  • Advanced analysis such as Keyword analysis and Browser analysis using Goal Flow reports
  • Special case Goals such as Goals for Downloads, Goals and Funnel steps on third-party sites
  • Setting up complex Goals such as for variable URLs, identical URLs across multiple steps, Goals for multiple
  • criteria etc…
  • Details of Regular Expression Match Type used in setting up Goals
Ecommerce Tracking
  • Troubleshooting Ecommerce tracking such as missing Ecommerce data or data that is different in your third-party shopping cart
  • How to reverse Ecommerce transactions when an order does not go through or is disallowed
Multi-Channel Funnels
  • How Multi-Channel Funnels show how your marketing channels work together to create sales and conversions
  • Default Channel groupings, labels used in reports and creating customised Channel Groupings and labels
  • Understand the roles a channel plays in the conversion path - last interaction, assist interaction and first interaction
  • Analyse conversion paths such as Channel Interactions and Conversion Path Length
  • Strategies for strengthening your PPC campaigns by identifying missing or inder-invested Keywords
  • Strategies to optimise your messaging and creatives by knowing which Channels and ads work together on the path to conversion
  • How Conversion Segments let you isolate and analyse specific sets of conversion paths in your reports
  • Evaluate Google Display Network assisted conversions using Multi-Channel Funnels
  • Best practice when using Multi-Channel Funnels
Advanced Reporting
  • An overview of how to create, edit and share Custom Reports
  • Exercise - Create a Custom Report
  • How to create and modify Advanced Segments and how they differ from Filtered Views
  • Implement Enhance Link Attribution to see separate infromation for multiple links on a page with the same destination
  • Content Experiments interface and elements of Experiments that can be tested
  • Understand the implications of using Experiments on SEO rankings and how to deal with the implications
  • Overview of Multi-Armed Bandit Experiments
Internal Site Search
  • An overview of advanced features that includes setting up Site Search Categories and how to find Site Search Trending
Event Tracking & Virtual Pageviews
  • An overview of advanced features such things as 404 errors, server errors, downloads, for completion etc...
  • Using Advanced Segments and Event Tracking
The Custom Visitor Segment Variable
  • Best practices for setting and using the User Defined variable
  • How to view User Defined values in reports
Advanced Customisation
  • An overview of advanced techniques showing how to change such things as session timeout values, campaign expiration etc...
who should attend?

Marketers and analysts who would like a deeper understanding of the more advanced features of Google Analytics in order to maximise the effectiveness of their website and marketing campaigns.

Enrol onto ‘Google Analytics: Advanced’ 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.

tutors

Mike Rogers F IDM, Managing Director, Optimize

Mike is Managing Director of Optimize, a specialist search engine marketing and conversion optimisation agency which provides independent SEM services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click and Google Analytics. Mike has worked in SEM for over 10 years and has developed and implemented SEO and PPC strategies for clients such as the BBC, Dyson, Kodak, Nationwide, Parcelforce, Toshiba, Yell.com and the YHA.

venue

IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

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

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

Rob was the speaker at a Mobile Marketing course my colleagues and I attended at the Institute of Direct and Digital Marketing. This course was extremely useful: it broadened my knowledge of mobile marketing and of all the opportunities it can provide. I...

Flavia Trifogli,
European CRM Manager at Carphone Warehouse

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