Duration
2 days
Overview
In Google Analytics Essential Training covers from basic to advanced level on how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
This course also show you how to set your account up for multiple users, structure properties and views, and configure the back end of Google Analytics—including a popular WordPress CMS plugin for automating tracking code on WordPress pages. In addition, this course will sow to apply advanced filters and segments (and customize them to fit your needs) and import custom data sets.
Google Tag Manager (GTM) is new technology that allows marketers to manage their own analytics, user tracking, campaign tracking, remarketing, and other website code. Tag Manager frees marketers from dependency on IT or web-development departments; when administrators want to add or alter a snippet of analytics or tracking code, they can do it themselves, by adding it to an existing tag container.
This course provides the skills to get up and running with Google Tag Manager quickly. It explores how to set up Tag Manager accounts and containers, use turnkey tags, create rules and macros, control versions and user access, debug tags, configure custom tags, and add code to capture specific Google Analytics events.
Course Highlights
- Setting up an account
- Installing tracking code on a site
- Reading the dashboard and understanding high-level metrics
- Understanding how visitors use and navigate web site content
- Analyzing visitor and traffic source reports
- Planning and configuring goals
- Utilizing segmentation for deeper analysis
- Understanding the raw data and how it's collected
- Selecting and comparing date ranges
- Using flow visualization to see how visitors navigate through a site
- Identifying slow-performing pages
- Performing real-time analysis
- Using annotations and other best practices
- Configuring and analyzing internal site search
- Determining the best report view to use
- Navigating reports with tabs
- Creating an account and container
- Installing containers
- Working with variables
- Firing events with triggers
- Using custom tags
Outline
Topic 1: Introduction to Google Analytics
- What is Google Analytics?
- Page Tagging (cookies) vs. Log File Analysis
- Limitations of Google Analytics
- Basic Terminology
- Setup Google Analytics Account
- Installing Tracking Code
- Explore Admin Settings
- Setup Goals in Admin Settings
- Setup Google Search Console & Google AdWords
- Explore Report Interface
Topic 2: Audience Reports
- Demographics Report
- Geographical Report
- Behavior Report
- Technology Report
- Mobile Report
Topic 3 Acquisitions Reports
- Channel Report
- Source/Medium Report
- Referrals Report
- AdWords Reports
- Search Console Reports
- Social Reports
- Campaigns Reports
- All Campaign Report
- Paid Keywords Report
- Organic Keywords Report
Topic 4 Behavior Reports
- Site Content Reports
- Site Speed Reports
- Site Search Reports
- Events Tracking & Reports
Topic 5: Conversion Reports
- Goals & Conversions
- Goals Report
Topic 6: Custom Reports & Dashboard
Topic 7: Get Started on Google Tag Manager
- Google Tag Manager Overview
- Setup Account and Container
- Setup Tags
- Setup Triggers
Topic 8: Variables
- Setup Variables
- User Defined Variables
- Data Layer
Topic 9: User Setup and Best Practices
- Setup Users and Permissions
- Best Practices for Google Tag Manager
Programme scope, delivery arrangements and suitability are confirmed during enquiry.