Google Analytics

Harness the power of Google Analytics

Accredited and promoted by Google, Seminars for Success are led by Google approved, independent and unbiased search marketing professionals.

Should I just attend day 1 or day 2 as well?
Attending both days will enable your understanding of Google Analytics to leap forward, providing you with invaluable knowledge.

Day 1 – Analytics: Introduction & User Training is a one day course aimed at online marketers, web executives, webmasters, agency account managers, and campaign managers who need to understand Google Analytics reports, interact with them and improve the way they go on to use the information presented.

Day 2 – Analytics: Advanced Technical Implementation is aimed at an audience similar to that of the introduction course, but for those who require a deeper appreciation of Google Analytics' many advanced features, configuration options and deployment modes.

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Course Outline: Analytics: Introduction & User Training (Day 1) - June 17th

Session 1 – The Google Analytics reporting interface

• Google Analytics: A history
• Search marketing jargon: paid search, organic search and SEO
• Accessing Google Analytics
• The Google Analytics Dashboard
• Editing your Dashboard
• E-mailing your Dashboard
• Exporting your Dashboard
• E-mailing and exporting reports
• Understanding Google Analytics graphs, graphing options, date range and comparing with data from other periods

Session 2 – Tasks, Goals and Funnels

• What is possible with Web Analytics?
• What is possible with GA?
• Google Analytics and your website’s Goals
• Configuring a basic Goal
• Placing a value on a Goal
• The $index value
• Key Performance Indicators (KPIs) and your site
• Google Analytics and Key Performance Indicators (KPIs)

Session 3 – Visits, visitors, traffic and website campaigns

• How does GA measure visitors?
• The ‘Visitors’ report suite
• Using, building and applying ‘Advanced Segments’
• Reporting on your marketing campaigns
• The ‘Traffic Sources’ report suite
• Tagging Google Adwords
• Tagging other PPC campaigns
• Tagging e-mail campaigns
• Tagging display advertising
• Tagging off-line advertising
• When not to tag campaigns
• The ‘Visualisation’ tool

Session 4 – Interaction and website content

• Reporting on what users are doing on your site
• The ‘Content’ and ‘Goals’ report suites
• Reporting on what users are searching for on your site
• The ‘Site Search’ tool
• Reporting on what users are interacting with on your site
• The ‘Site Overlay’ tool
• The ‘Event Tracking’ module
• Creating ‘Custom Reports’

Course Outline: Advanced Technical Implementation (Day 2) - June 18th

Session 1 – Users, access, accounts, profiles and Adwords integration

• Accessing Google Analytics
• Auditing user access to Google Analytics
• Creating Google accounts
• Creating new Google Analytics accounts
• Adding, removing and modifying users
• Best practice user administration
• Checking the Google Analytics Tracking Code (GATC) for your website
• Using and deploying the new or legacy GATC on your website
• Configuring account settings
• Account and profile structure
• Creating new profiles
• Duplicating existing profiles
• Configuring Profile settings
• Best practice account and profile structure deployment for agencies, hosting companies and corporates
• Integrating Google Adwords with Google Analytics

Session 2 – Data considerations, tracking, goals and e-commerce

• Your data and Google
• Google Analytics and visitor privacy
• Google Analytics reporting delay
• Backing-up data with multiple accounts and profiles
• Backing-up data with Urchin Software from Google
• Web analytics tracking methods
• Google Analytics tracking methods
• Google Analytics and first party cookies
• Google Analytics and the fifth cookie
• Configuring the user defined segment
• What is possible with web analytics
• What is possible with Google Analytics
• Google Analytics and your website’s goals
• Configuring goals and funnels for simple sites
• Configuring goals and funnels for complex sites
• Configuring e-commerce
• Configuring e-commerce for non e-commerce sites
• Configuring ‘Site Search’
• Configuring campaign tracking

Session 3 – Filter administration, advanced segments, page and event tracking

• Basic filter administration and the Google Analytics default filters
• Excluding all visits from an IP address
• Excluding all visits from a domain
• Including all visits to a directory
• Advanced filter administration with custom filters
• Upper and lower case filters
• Search and replace filters
• Look-up table filters
• Advanced filters
• Advanced cascading filters
• Advanced integration with Google Adwords
• Using the pageTracker: ._trackPageview() or urchinTracker()
• Tracking custom 404 errors with Google Analytics
• Tracking other server errors with Google Analytics
• Tracking downloads with Google Analytics
• Tracking form completion with Google Analytics
• Tracking Flash, Video, AJAX and other rich media
• Google Analytics and ‘Event Tracking’
• Event tracking for Flash
• Event tracking for downloads
• Event tracking for banners and content boxes

Session 4 – Customizing the Google Analytics tracking code and fault finding your Google Analytics installation

• Collecting data into multiple Google Analytics accounts
• Coding Google Analytics for sub-domains
• Advanced filters for sub-domains and visit transitioning
• Coding Google Analytics for multiple domains and visit transitioning
• Coding Google Analytics for 3rd party domains and visit transitioning
• Coding the Google Analytics session cookie timeout
• Coding the Google Analytics retuning visitor cookie timeout
• Coding Google Analytics cookies to be restricted to sub-directory
• Coding for existing campaign tracking URLs to be recognised by Google Analytics
• Coding for additional search engines
• Coding to ignore referral keywords
• Coding to integrate Google Analytics campaign information into a CRM system
• Fault finding your installation with Google Analytics reports
• The ‘Hostnames’ report
• The ‘Browser and OS’ report
• The ‘Referring Sites’ and ‘Referral Path’ reports
• Fault finding your Google Analytics installation with external tools
• Getting help and support

Instructor

Google Analytics workshops are delivered by Matt Trimmer, Principal Consultant and Managing Director of ivantage, who brings his practical consulting experience and passion for the Internet into the classroom to vitalize the sessions.

Pre-Requisites

Students will require online Administration access to an active (recording some data) Google Analytics account throughout the courses. You can only attend the advanced course if you have previously attended the introduction course.

What's the format of the training?

The seminars are hands-on courses where attendees use their own Google Analytics account and their own data, completing exercises under the direction of an experienced instructor. In our opinion, this format is the most effective for adult learning and knowledge retention. Our seminar leader presents material using PowerPoint, engaging students with relevant theory, practical examples and exercises to re-enforce key concepts.

Past Student Comments:

"The tutors were very good and credible"

Web Master, Mydish.co.uk

"Superb overview of a complex tool - so clear even a marketing bloke could understand it!"

Web Manager, Holiday Property Bond

"Matt was a very competent and informed trainer. Very useful course."

Senior Manager, Capita

"It was a good introduction (despite having used some Google analysis tools before)."

Program Manager, Loyalty Management Group

"Engaging and interesting course. Very relevant to my role within the organisation."

Manager, The National Strategies

"Thank you for coming along yesterday for the Google Analytics training, the guys asked me to let you know that they thoroughly enjoyed it and found it very beneficial."

PA to Senior Management, Miniclip.com

"Just a quick email to say thanks for coming up here to Skipton to run the course. The feedback I've had this morning has been excellent, all were really impressed, not only with the course, but also your in-depth knowledge of the product and industry experience. We've already organised a meeting for next week to discuss what changes she would like to make to the existing MI produced. Thanks again for your help."

Systems Development Manager, Skipton Building Society

FAQs:

Do I need to bring a computer:

Computers will be provided, however, students may bring a laptop with WiFi access to work from if desired.

Is there any pre-work?

Yes. You will receive a short assignment upon registration into the class that will include direction on setting up a user name for your Google account.

Will lunch be provided?

No, lunch will not be provided. You will have a one-hour break for lunch, and may choose to stay on-site to eat lunch, or visit a local restaurant.

How many students will be in class with me?

In order to allow for the best student experience, there will be no more than 24 students in class. This allows our instructors to work with each student individually and to ensure you have all of your questions met.

What if I need to cancel my registration?

Students may cancel registration for a full refund up to 10 calendar days before the event. Refunds will not be given for cancelletions made with less than 10 days notice, however, registrations may be transferred to another person, with notice given to New Horizons Computer Learning Centers.

For questions about this class, contact New Horizons at nhonline@nhcomputerlearning.com