Course Modules

Google Analytics Fundamentals

Lesson 1 – Course Overview & Initial Skills Assessment
  • Explanation of Course
  • Open Skills Assessment
  • Pre-Course Survey
  • Importance of Analytics
  • Understanding Digital Analytics
  • Discovering Your Customers Journey (Traditional Conversion Funnel vs Customer Focused Decision Path)
  • Building Your Analytics Infrastructure
  • Capturing Data:Qual & Quant
  • Pairing Site Actions to Business Objectives
  • Continuous Improvement Cycle
  • Essential Analysis Techniques
  • Segmentation & Context
  • Conversion Types and Attributes
  • Macro vs Micro
  • Marketing Attribution
  • Last-click Attribution
  • Google Analytics Sandbox
Lesson 2 – Developing Your Plan for Measuring Site Success
  • Building a Solid Team or DIY
  • Defining Your Measurement Plan
  • Documenting Technical Considerations
  • Create an Implementation Plan
  • Implementing Your Tracking Code
  • Maintaining & Refining Data Collection & Reports
  • Exploring Models for Designing a Robust Measurement Plan
  • Document Business Objectives
  • ID supporting Strategy & Tactics
  • Selecting the metrics for your KPI’s
  • Deciding how to segment your data
  • Selecting Targets for your KPI’s
Lesson 3 – Four basic components of Google Analytics
  • Collection
  • Processing
  • Configuration
  • Reporting
Lesson 4 – Key Metrics and Dashboard Jargon
  • Data Types:Dimensions vs. Metrics
  • Visitors
  • Visits
  • Pageviews
  • Events
  • TIme-Based Metrics
  • Bounce Rate
  • Event Tracking
Lesson 5 – Tagging Your Site with Google Analytics Code
  • Setting up your Google Analytics Profile
  • Verifying Setup
  • Tagging Options
Lesson 6 – Best Practices for Building Your Account Structure
  • Accounts Properties Views
  • Managing Access
  • Roll-up Reporting
  • Importance of Unfiltered, Master & Test Views
Lesson 7 – Filtering data for your business
  • Using filters to include data, exclude data and customizing reports
  • Understanding how filters work
  • Excluding internal employee traffic
  • Setting up filter conditions
  • Predefined vs custom filters
  • exclude filters
  • lowercase filters
  • include filters
  • uppercase filters
  • advanced filtering to replace, remove and/or combine fields for complex reporting
  • Building Your Library
  • Best Practices for filtering data
Lesson 8 – Goals and Ecommerce
  • Conversions:Macro vs Micro
  • Enabling Goals to measure conversions
  • 4 Goal Types (within 2 measures)
  • Measuring User Actions
  • Destination Goals
  • Event Goals
  • Measuring User Engagement
  • Pages per Visit Goal
  • Duration Goal
  • Set Up Your Goals
  • Verifying Your Goals
  • Placing Values on Your Goals
  • Defining Your Goal Funnels
  • Multi-Channel Funnel Reports
  • Ecommerce Reporting
  • Ecommerce Tracking Set Up
  • Tracking Comparison:Goal vs Ecommerce in Google Analytics
Lesson 9 – Marketing Campaign Tracking
  • Tie conversions & revenue to marketing investment
  • Campaign Dimensions / User Attributes
  • Source
  • Medium (Defaults)
  • ‘Organic’ Traffic
  • ‘Referral’ Traffic
  • ‘None’
  • Customizing Campaign Tracking with 5 Link Tags (3 Essential, 2 Optional)
  • Essential
  • Source
  • Medium
  • Campaign
  • Optional
  • Term (Keywords)
  • Content (Versions)
  • Google Analytics URL Builder
  • Auto-Tagging with Google AdWords
  • Predefined Channels
  • Direct
  • Email
  • Social
  • Organic
  • Display
  • Finding Meaningful Campaign Information in Reports
  • Using Dimensions in Custom Reports & Custom Dashboards
Lesson 10 – Traffic Reports

Reporting Overview

  • Dates:Ranges, Comparison, Graphs & Annotations
  • Dimensions:Primary & Secondary
  • Metrics:Site Usage, Goal Set & Ecommerce Tabs
  • Table Filters
  • Data Visualization:Data, Percentage, Performance, Comparison & Pivot Views
  • Plotting Rows, Expanding Row Counts & Using Shortcuts
  • Audience Reports
  • Acquisition Reports
  • AdWords Reports
  • Behavior Reports
  • Custom Reports & Dashboards
Lesson 11 – ROI Reports
  • Goal Flow Reports:Setup & Navigation
  • Ecommerce Reports:Setup & Navigation
  • Product Performance Report
  • Sales Performance Report
  • Transactions Report
  • Multi-Channel Funnel Report
  • Conversion Paths & Lookback
  • Defining Channels
  • First, Assist & Last Interactions
  • Assisted Conversions Report
  • Top Conversion Paths Report
  • Time Lag Report
  • Path Length Report

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