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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 availability 

start location member non-member places left
Central London (SE1 8DJ) £955.00 £1125.00 7
Central London £955.00 £1125.00 10+

NB: Prices above subject to VAT.

Course information

programme
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
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
  • Implementing Google Tag Manager that allows a single tag to be managed through a simple interface
  • 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
  • Exercise - Intelligence for AdWords
Universal Analytics - A Change to the Way Data is Collected & Organised
  • Overview of Universal Analytics
  • 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
  • Overview of Content Experiments to test which version of a landing page leads to the greatest improvement in goal completion or metric value
Defining and Measuring Actionable Metrics - Visits, Unique Visitors, Pageview & Time Metrics
  • How Google Analytics calculates Visits, Unique Visitors and Pageviews
  • Learn how Google Analytics uses two different techniques for counting Unique Visitors
  • 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
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
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 AdWords traffic
  • 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
  • Understanding the importance of reports for Top Landing Pages, Top Content and how to create Content Drilldown reports
  • Understand Bounce Rate, common reasons why high Bounce Rates occur and how to improve
  • Understand the differences between Exit Rates and Bounce Rates for pages in 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
  • Overview of Multi-Channel Funnels that show how your marketing channels work together to create sales and conversions
  • Understanding different kinds of traffic sources and how to identify quality traffic and drivers of revenue and conversions
  • How to tag for non-Google PPC campaigns such as Bing Ads, email campaigns, display advertising etc...
  • Determine the origin of self-referrals and solutions to remove them from your reports
  • How to analyse cost data with Attribution Modelling
Organic Search Traffic
  • 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...
  • Enabling and configuring the Search Console (formerly Webmaster Tools) data sharing along with diagnostic tips
  • Best practice and tips for using the Search Console and analytics SEO reports
  • 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
  • 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…
  • Optimise your campaigns by learning how to uncover which ad positions generate more conversions or transactions
  • Ensure you balance the use of generic and branded keywords to capture a wide range of customers and increase conversion opportunities
  • Track the performance of text ads on Google and Google's Search Network
  • Track the performance of display and video ads on the Content Network as well as audio and TV campaigns
  • Customising Google Analytics to show even richer data and intelligence of Search Marketing campaigns
  • 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
  • How to analyse the effectiveness of inbound links from Facebook, Twitter, LinkedIn, Google+
  • Set up Goals and/or Ecommerce tracking in order to see values in your reporting
  • Understand the elements of social impact - Network Referrals, Conversions, Landing pages and Social Plugins
  • Identify social networks referring the highest quality traffic, uncover how people are talking about and engaging with your site
  • Uncover how to replicate successful content and build relationships with those who frequently link to your site
  • Set up Social Plug-In Analytics to learn what Google '+1' and Facebook 'Like' buttons are clicked and for which content
  • Troubleshooting your Google '+1' analytics
  • 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
  • Best practices for tagging links
  • How to track Google and non-Google (Microsoft Bing Ads, Yahoo, email etc...) campaigns using manual tagged links
  • Tracking and using reports for Google AdWords campaigns, how and when to use auto-tagging for Google Analytics
  • 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
  • The purpose of using Goals, understanding Goal types, assigning Goal values and how to interpret their reports
  • Assigning meaningful values to Goals and understanding how Goal conversions differ from transactions
  • How to use and configure funnels, how to interpret the Funnel Visualisation report and tips on best practice
  • Exercise - Setting up a Goal and Funnel
  • How Google Analytics and Google AdWords conversion metrics are calculated differently
  • Importing Google Analytics Goals and Ecommerce transactions into Google AdWords
  • How the Goal Flow Report visualises the path your visitors travelled through a Funnel towards a Goal
  • How Funnel Visualisaton and the Goal Flow report compare
  • Troubleshooting such as Goals are not being tracked correctly, Visitors dropping out of Funnels, incorret attribution of Entrance pages
  • Details of Exact and Head Match Types, and an overview of Regular Expression Match Types used in setting up Goals
  • 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
  • How to enable and track e-commerce using Goal Value and Ecommerce revenue metrics
  • 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
  • The importance of 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
  • An overview of advanced features that includes setting up Site Search Categories and how to find Site Search Trending
Event Tracking & Virtual Pageviews
  • Understanding when best to use Virtual Pageviews and Event tracking
  • Best practice for tracking PDF downloads, tracking outbound links, handling redirects…
  • 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?

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.
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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, can’t wait to customise Google Analytics for our needs!

Deidre Piper,
Media Account Manager, European Tour

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

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

Katherine Hesketh,
Online Comms Officer, Brit Insurance

Becky is an energetic and extremely knowledgeable course leader who focuses on practical skills and techniques you can apply in the real world.

Andy Bird,
Copywriter, April-Six Limited

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