Professional Training
5.0 (4 Reviews)

Google Analytics: Essentials Masterclass

Data and Marketing Association, Online (+1 locations)
1 day
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1 day
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Course description

Google Analytics: Essentials Masterclass

A one-day course that gives you best practice guidelines on analysing data trends. Get an overview of the Google Analytics dashboard and learn how to select the right data for your reports. Define your actionable metrics and filter data for deeper insights.

Upcoming start dates

1 start date available

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  • Classroom
  • London
  • English

Suitability - Who should attend?

Marketers and analysts who want to gain a better understanding of what Google Analytics has to offer, which reports to use and how to interpret and act on the data in those reports. This course is designed for individuals who have used Google Analytics previously but either have little experience in using the tool or are just looking to refresh and fine tune their knowledge.

Previous participants include:

  • Online Communications Officer (Brit Insurance)
  • Web Resources Officer (Tenant Services Authority)
  • Assistant Marketing Manager (Marie Stopes International)
  • Marketing Manager (ADMS Europe)

Outcome / Qualification etc.

You will learn to:

  • Configure your Google Analytics dashboard and create customer alerts to improve the accuracy of your reports and get the most out of your data
  • Compare multiple metrics using advanced segments to set actionable KPIs and develop your reporting
  • Understand campaign attribution through the multichannel funnel
  • Use goals to configure funnels and interpret the funnel visualisation report to improve conversion and goal completions
  • Create and interpret content drilldown reports to build more effective webpages and boost your conversion rates

Training Course Content

  • General introduction to Google Analytics
    • Understanding what Web Analytics can do for your web site
    • Clarifying how Google stores and uses your data
    • How Google Analytics works
    Understand the Analytics Account Structure
    • Overview of the hierarchy of Accounts, Users, Properties and Views
    • Best practice for structuring and managing Accounts and Views
    • Understanding when and how to create Views, edit settings and manage View assets
    • Learn how to import AdWords data and edit settings
    • An overview of common issues on the management of Google Analytics
    • Understanding how Google uses cookies and the information they track
    • Know the differences between 1st party and 3rd party cookies, persistent and temporary cookies
    Importance of Configuring & Customising Google Analytics properly
    • Understand the Google Analytics Tracking Code (GATC), where to place it and how it can be customised
    • How to verify your Google Analytics setup and troubleshoot common mistakes
    • Import cost date, performance metrics from non-Google search engine campaigns
    Managing Google Analytics
    • Best practice guidelines for analysing data and how to analyse data trends
    • Creating accounts, setting data sharing preferences, exporting and emailing reports
    • An overview of the Google Analytics dashboard and how to use data visualisations
    • Understand how to create, use and share Dashboards
    • Understand how to create, use and share Shortcuts
    • Adding annotations to reports
    • Create automatic custom alerts (Intelligence Events) to notify you of significant statistical variations in your analytics
    • Explore and understand Real Time Analytics
    Set up A GA Account for Your Site
    • Create your first GA4 property
    • Configure Analytics settings in the property
    • Key concepts: data collection fundamentals
    • Creating events and conversions
    Update Property Settings
    • Choose settings most relevant for your business
    • Difference between Views in Universal Analytics and Data streams in Google Analytics 4
    • Set up your data stream and select the sites and apps you would like to add
    • Data Settings: Data Collection - set your data collection settings
    • Data Settings: data retention – how to use it to determine how long to retain data for
    • Data Settings: Data Filter – how to filter data in your property
    Data Filters for View
    • Best practices for using Filters - how Filters work, how to create them and when to apply them...
    • Understand how to create Include and Exclude Filters, Search and Replace Filters
    • How to use Filters and Views together to track certain kinds of traffic such as Googles Ads traffic
    • A look at advanced Filters - cascading Filters, Filters for sub-domains etc...
    Data Import: Adding custom data to your Property
    • Why you should customise your data reports with imported data
    • How to create a data source to import your external data
    • How to import cost data from non-Google sources
    • Import User-ID data to track visitors across devices and have accurate user journey data
    Using Set up Assistant in Your Property
    • Configure your data collection
    • How to turn on Google Signals and how that helps
    • Choose the important events and conversions to create
    • Define audiences for your Remarketing campaigns in Google Ads
    • How to manage users and add or remove users at the account and campaign levels
    • How to link Google Ads and Analytics
    • Link your Google Analytics and Merchant Centre accounts
    • How to check property change history to see changes that have been made

Course delivery details

Virtual Classroom: Tutor-led, live, online classroom environments

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

  • An interactive classroom environment
  • Peer-to-peer collaboration
  • An engaging platform experience
  • Practical learning through hands-on exercises
  • Online access anywhere you can get an internet connection

Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Why choose Data and Marketing Association

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us


Average rating 5

Based on 4 reviews.
Reviews are published according to our review policy.
Write a review!
Richard Lewis
26 Jun 2015
Remarkable delivery of course by Trainer

This course has provided tools for effective management of GA with insight of how to collect data and make meaningful business decisions. Real life examples of best practice GA ...

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Katherine Hesketh
26 Jun 2015
Received a thorough understanding on the topic.

I'm looking forward to getting back and putting this all in practice.

Janine Odcocks
26 Jun 2015
Brilliant delivery of coursework

Excellent, as this web technology was explained in plain English.


Members: £400 + VAT

Non-members: £450 + VAT

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Data and Marketing Association
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70 Margaret Street London

Data and Marketing Association

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...

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