Duration
2 days
Overview
Google Tag Manager is a tag management system (TMS) that allows you to quickly and easily update measurement codes and related code fragments collectively known as tags on your website or mobile app. With Google Tag Manager, you can deploy various types of tracking code on your site, including Google Analytics.
Meanwhile, Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand.
On, Google Analytics walks you through how data gets collected and processed into readable reports. You'll learn how to use configurations like Custom Dimensions, Custom Metrics, and Event Tracking to collect data that's specific to your business. The course will also demonstrate more advanced analysis techniques using segmentation, channel reports, audience reports, and custom reports, as well as marketing strategies like remarketing and Dynamic Remarketing that show ads to customers who have visited your website.
IMPORTANT NOTE: ALL PARTICIPANTS MUST HAVE A GMAIL OR GOOGLE ACCOUNT TO ACCESS THE GOOGLE TAG MANAGER AND GOOGLE ANALYTICS DASHBOARDS.
METHODOLOGY
This course is a hands-on practical guided. Trainees will be taught, with examples and will be required to carry-our exercises immediately. All trainees will learn and practise making and updating their own tags for conversion tracking, site analytics and remarketing. Trainees will then learn how to analyse the collected data through Google Analytics.
For the morning session (Google Tag Manager) trainees will be accessing the dashboard at
For the afternoon session (Google Analytics) trainees will be accessing the dashboard at
DAY 1
PREAMBLE OF GOOGLE TAG MANAGER & GOOGLE ANALYTICS
- Collecting data using the Data Layer, Variables, and Events
- Pass static values into Custom Dimensions
- Pass dynamic values into Custom Metrics
- Track events with variables
- Using Additional Tags For Marketing And Remarketing
- Set up Google Ads conversion tracking
- Set up Dynamic Remarketing
- Some examples and tests
- Data Collection and Processing
- Google Analytics data collection
- Categorising into users and sessions
- Applying configuration settings
- Storing data and generating reports
- Creating a measurement plan
- Setting Up Data Collection and Configuration
- Organise your Analytics account
- Set up advanced filters on views
- Create your own Custom Dimensions
- Create your own Custom Metrics
- Understand user behavior with Event Tracking
- More useful configurations
- Advanced Analysis Tools and Techniques
- Segment data for insight
- Analyse data by channel
- Analyse data by audience
- Analyse data with Custom Reports
- Advanced Marketing Tools
- Introduction to remarketing
- Better targeting with Dynamic Remarketing
DAY 2
- Google Analytics Basic Reports
- Audience reports
- Acquisition reports
- Behaviour reports
- Basic Campaign and Conversion Tracking
- How to measure Custom Campaigns
- Tracking campaigns with the URL Builder
- Use Goals to measure business objectives
- How to measure Google Ads campaigns
- Understand Users
- Which users are converting and which aren't?
- How can you see which platforms to develop or optimise for?
- Attract High-value Traffic
- Which traffic sources bring in the most value?
- How can you customise your channels for increased actionability?
- When should you send your newsletter emails?
- Improve Site Engagement
- What KPIs should you use for your content site?
- Which pages are helping conversions?
- Improve Product Performance
- How can you drive more product purchases?
- Which products are performing the best and worst on your site?
- Where are people dropping out of your checkout process?
Course Summary
CASE EXAMPLES:
- Integration of GTM & GA
- Common pitfalls in GTM and data monitoring
- More examples of analytics reports
Programme scope, delivery arrangements and suitability are confirmed during enquiry.