Course Description
Using Google Analytics is like understanding a visitor's journey through your
website. You can apply measurement, collection, and analysis of data to
determine the key drivers of your traffic and to optimize your website's
performance. Using the efficient yet comprehensive insights and tracking tools
Google provides can be one of the most effective keys to truly maximizing your
presence, engagement, conversions, and user experience.
This Google Analytics training course teaches a complete set of real-world
skills through a highly interactive student experience. You will get hands-on
practice learning the tools in class. Since real experience and practice is the
main enabler of proficiency with Google Analytics, we make sure you have the
opportunity to set up a profile, add a filter, analyze trends, segment your
data, understand where traffic originates (and why,) and discuss the impact of
your data as it pertains to your own website(s). All attendees will leave class
ready to implement Google Analytics back at their own workplace.
In addition to mastering the skills of Google Analytics, you will be able to
take and pass the Google Analytics Individual Qualification exam. Passing this
exam makes you certified in Google Analytics and shows your company and clients
that you are truly an expert using the Google Analytics tool.
Certification:
Time provided in class to take the Google Analytics Individual Qualification
(GAIQ) exam; you will need to pay an extra $50 to take it.
What You'll Learn
- Incorporate Google Analytics into your current marketing efforts
- Set up and enhance your Google Analytics account and profile
- Analyze trends
- Measure conversions
- Calculate revenue and ROI
- Understand data points and their impact on your business
- Interpret visitor behavior to your website
- Identify various segments visiting your website
- Research keywords that visitors are using to find your site
- Evaluate shopping cart behavior
- Quantify the success of your campaigns
- Schedule reports and share data with stakeholders
Who Needs to Attend
- Marketing analysts
- Marketing professionals of all levels
- Account managers
Prerequisites
- Experience within Google Analytics
- Students should come to class with login access to their company's
Google Analytics account
Course Outline
1. Overview
- How Google Analytics works **
- Basic account configuration
- Setting up / installing tracking code
- Account access / user levels
2. Data/UI Introduction
- Review of key metrics **
- Bounce rates, page views.
- Acronyms
- Data (dashboard) review
- Navigation / menu review
- Graph features
3. Profiles and Filters
- Setting up profiles **
- Applying filters **
- Predefined
- Custom
- Regular expressions
4. Visitors Overview
- Demographics
- Location
- Language
- New vs. returning
- Technology
- Social engagement
- Mobile
5. Analyzing data
- Segmenting **
- Trends
- Calculating
6. Measuring Conversions **
- Defining the various types
- Setting up goals
- Funnels
- Uses of funnels
- Multi-channel funnels **
- E-commerce data
7. Measuring Content
- Landing pages vs. pages vs. exit pages
- Navigational summary
- Page values
- Event tracking **
- Site search
- Site speed
- Google AdSense
8. Referring & Direct Traffic
- How are they arriving?
- What are they doing?
- Social media impact
9. Search Engines
- Paid vs. non-paid
- Paid search
- Organic search
- Linking to Webmaster tools
- Search engine optimization data
- Keywords
10. Campaigns
- Google AdWords **
- Non-Adwords campaigns
- Tracking using URL builder
- Analyzing email and display campaigns
11. Sharing the Data
- Scheduling reports **
- Downloading reports
- Custom reporting
- Goal reporting
- Intelligence **
12. Analytics Certification Review
- Certification requirements
- The test
- Maintaining certification
- Review, preparation, Q&A
13. Take the Google Analytics Individual Qualification Exam in Class
**Signifies test material with special emphasis
Labs
Lab 1: Set up a profile and one filter
Lab 2: Set up a goal Lab 3: Set up a graph using two different types
of segments
Lab 4: Evaluate pages performing well versus those that are not
performing well
Lab 5: Filter keywords and sort by goals
Lab 6: Determine how much traffic by campaign source, medium and
content
Lab 7: Create custom reports for profiles and users
Lab 8: Prepare for Analytics exam with sample test questions