Google Analytics: Essentials

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

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
• 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