Google Analytics: Advanced (Virtual Classroom)

Maximise the effectiveness of your website and marketing initiatives with this intensive one-day course covering the advanced features of the Google Analytics interface

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

• What are dimensions and metrics and how do they work?
• What are sessions in Google Analytics 4?
• Deciding which metrics are important for your site
• How to update dimensions and metrics in Exploration reports
• Measuring traffic sources like Organic, SEO, Paid etc with the metrics you have chosen

• Setting date and comparison date ranges, changing the time graph by hour, day, week and month
• 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
• Share templates of Dashboards, Advanced Segments and Custom Reports

• How Google Analytics calculates Views, Sessions and Segments
• 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 campaign Attribution Model, rules that determine how credit for sales and conversions is assigned to touchpoints in Conversion Paths
• Understanding different kinds of traffic sources and how to identify quality traffic and drivers of revenue and conversions
• Determine the origin of self-referrals and solutions to remove them from your reports
• How to analyse cost data with Attribution Modelling
• 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..
• 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..

• How to use Analytics Intelligence to learn about your data
• How to customise your report and add and remove cards
• How to View additional insights about your card reports
• How to analyse your Real time reports

• Steps to customise your Acquisition Reports
• Steps to customise your Engagement Reports
• Steps to customise your Monetisation Reports
• How to use Analytics Intelligence to learn about your data
• How to customise your report and add and remove cards
• How to View additional insights about your card reports

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.