Mastering Google Analytics

3-Day Public Session  |  4-Day Live Online Session

Google Analytics Training Course Outline

I. Overview

  • How Google Analytics Works **
    • Basic Account Configuration
    • Setting up / Installing tracking code
    • Account Access / User Levels

II. Data/UI Introduction

  • Review of Key Metrics **
    • Bounce Rates, PageViews, etc.
    • Acronyms
  • Data (Dashboard) Review
    • Customization
    • Date Ranges
  • Navigation / Menu Review
  • Graph features
    • Annotations
    • Types

III. Profiles and Filters

  • Setting up Profiles **
  • Applying Filters **
    • Predefined
    • Custom
    • Regular Expressions

LAB: Set up a profile and one filter


IV. Visitors Overview

  • Demographics
    • Location
    • Language
  • New vs. Returning
  • Technology
  • Social Engagement
  • Mobile

V. Analyzing data

  • Segmenting **
  • Trends
  • Calculating

LAB: Set up a graph using two different types of segments


VI. Measuring Conversions **

  • Defining the Various Types
  • Setting up Goals
  • Funnels
    • Uses of Funnels
    • Multi-channel Funnels **
  • E-Commerce Data
    • Set up
    • Measuring

LAB: Set up a goal


VII. Measuring Content

  • Landing Pages vs. Pages vs. Exit Pages
  • Navigational Summary
  • Page Values
  • Event Tracking **
  • Site Search
  • Site Speed
  • Google AdSense

LAB: Evaluate pages performing well versus those that are not performing well


VIII. Referring & Direct Traffic

  • How are they arriving?
  • What are they doing?
  • Social Media impact
    • Facebook/Twitter traffic

IX. Search Engines

  • Paid vs. Non-Paid
  • Paid Search
  • Organic Search
    • Linking to Webmaster Tools
    • Search Engine Optimization Data
  • Keywords
    • Differentiating

LAB: Filter keywords and sort by goals


X. Campaigns

  • Google AdWords **
    • Linking to Analytics
  • Non-Adwords Campaigns
    • Tracking using URL Builder
  • Analyzing email and Display Campaigns

LAB: Determine how much traffic by campaign source, medium and content


XI. Sharing the Data

  • Scheduling Reports **
  • Downloading Reports
  • Custom Reporting
  • Goal Reporting
  • Intelligence **
    • Automatic
    • Custom

LAB: Create custom reports for profiles and users


XII. Analytics Certification Review

  • Certification Requirements
  • The Test
  • Maintaining Certification
  • Review, Preparation, Q&A

LAB: Prepare for Analytics exam with sample test questions


XIII. Take the Google Analytics Individual Qualification Exam in Class



** signifies test material with special emphasis