Course description
Google Analytics: Advanced Masterclass
Drive better results from your website with a deeper understanding of Google Analytics. Discover advanced techniques that will help you segment data and drill deeper into your metrics. Build the confidence you need to make the most out of this essential tool.
Upcoming start dates
Suitability - Who should attend?
Marketers and analysts who would like a deeper understanding of the more advanced features of Google Analytics in order to maximise the effectiveness of their website and marketing campaigns.
Enrol onto 'Google Analytics: Advanced Masterclass' course and receive the 'DMA Data Guide'. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
Outcome / Qualification etc.
You will learn to:
- Implement best practice guidelines and make the most of advanced Google Analytics techniques
- Segment, drill deeper and share reports for different channels such as SEO, PPC and social media
- Use advanced customisation of reports to gain even deeper insights into your data
- Create multichannel funnels and see when your marketing channels work together to boost sales and increase conversion rates
- Plan and manage the A/B and multivariate testing of pages
Training Course Content
Understanding dimensions and metrics
- What are dimensions and metrics and how do they work?
- What are sessions in Google Analytics 4?
- Deciding which metrics are important for your site
- How to update dimensions and metrics in Exploration reports
- Measuring traffic sources like Organic, SEO, Paid etc with the metrics you have chosen
Selecting Data to Include in Your Google Analytics Reports
- Setting date and comparison date ranges, changing the time graph by hour, day, week and month
- Segment your data and compare multiple metrics in the same report using Advanced Segments
- Exercise - Create an Advanced Segment
- View your data using primary and secondary dimensions in a single report and then use pivot tables to compare groups of data and detect trends
- Use Weighted Sort to show you the most actionable rows first within your reports
- Use Custom Dimensions and Custom Metrics to collect and analyse data that Google Analytics doesn't automatically track like demographic data
- Learn how to customise standard reports to include information that may be missing
- Share templates of Dashboards, Advanced Segments and Custom Reports
Defining and Measuring Actionable Metrics - Visits, Unique Visitors, Pageview & Time Metrics
- How Google Analytics calculates Views, Sessions and Segments
- Understand the Length of Visit Report and how Time on Page and Time on Site are calculated
- Configuring segmented reports for New vs Returning Visitors, Pageview vs Unique Pageviews.
- Learn the meaning and causes of '(not set)' appearing in your reports
- Understand why discrepancies in numbers may appear - for example, Visits vs Entrances, Unique Visitors vs Visits in Custom Reports
Insights & Recommendations: Traffic Sources
- Understand the campaign Attribution Model, rules that determine how credit for sales and conversions is assigned to touchpoints in Conversion Paths
- Understanding different kinds of traffic sources and how to identify quality traffic and drivers of revenue and conversions
- Determine the origin of self-referrals and solutions to remove them from your reports
- How to analyse cost data with Attribution Modelling
- Identify opportunities and prioritise your efforts to increase the number of quality organic visitors to your site
- In-depth reporting for SEO including Geographic reports, Search Query reports, Landing Page reports etc..
- The benefits of auto-tagging and how to verify if auto-tagging for Google AdWords will work with your website
- Importing data from an AdWords account into an Analytics account and importing Analytics Goals and Transactions into AdWords
- Optimise performance by targeting more profitable locations and parts of the day, improving the performance of your landing pages, leveraging Site Search etc..
Reports: Reports Snapshot
- How to use Analytics Intelligence to learn about your data
- How to customise your report and add and remove cards
- How to View additional insights about your card reports
- How to analyse your Real time reports
Reports: Lifecycle Reports
- Steps to customise your Acquisition Reports
- Steps to customise your Engagement Reports
- Steps to customise your Monetisation Reports
- How to use Analytics Intelligence to learn about your data
- How to customise your report and add and remove cards
- How to View additional insights about your card reports
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 Institute of Data & Marketing
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
Reviews
Average rating 5
I'm looking forward to getting back and putting this all in practice.
Excellent, as this web technology was explained in plain English.
Expenses
Members: £400 + VAT
Non-members: £450 + VAT
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