Day 3 – Google Analytics 301 – Advanced Tracking and Technical Implementations

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Day 1 Analytics 101	Day 2 Analytics 201	Day 3 Analytics 301	Day 4 Website Optimizer 101
Day 1 AdWords 301	Day 2 AdWords 302	Day 3 AdWords 101	Day 4 AdWords 201

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What is Google Analytics 301?

Google Analytics 301 is an in-depth, hands-on training day covering advanced implementation and configuration concepts, coding customisations and an exploration of the advanced tracking options Google Analytics has to offer. After attending, students will be able to implement and configure Google Analytics for all but the most complicated of websites.

Is Analytics 301 the right course for me?

Google Analytics 301 is a one-day course aimed at those with responsibility for managing the deployment and/or the administration of a Google Analytics implementation or for those whose role requires them to have a deep understanding of Google Analytics’ advanced tracking capabilities and common implementation practices in simple through complex environments.

Timetable for the day and detailed course contents

The day is split into four sessions, separated by a fifteen minute break in the morning and afternoon, with a one hour break for lunch. Registration opens at 9:00am and sessions start promptly at 9:30am with the day finishing around 4:30pm.

Session 1 – Google Analytics Structure, Tracking Code, Installation Health and User Administration

• Accessing Google Analytics
• The Google Account
• The Google Analytics ‘Account’ *
• The Google Analytics ‘Web Property’ *
• The Google Analytics ‘Profile’ *
• Auditing access to Google Analytics *
• Best practice user administration
• The Google Analytics Tracking Code (GATC) and versions including the Asynchronous Snippet *
• Positioning the GATC
• Best practice for GATC upgrading and migration
• Assessing the health of your Google Analytics implementation with the ‘Hostnames’ and ‘Referrals’ reports
• Assessing the health of your Google Analytics implementation with external tools
• Analysing Google Analytics cookies: __utma, __utmb, __utmc, __utmz
• Analysing Google Analytics __utm.gif requests
• Understanding the __utm.gif parameters
• Creating new Google Analytics Accounts *
• The Google Analytics ‘Terms of Service’ – technical considerations
• Google Analytics: virtual and physical limits
• The ‘Tracking Status’ tool and the ‘Google Analytics Coding Wizard’ *
• Creating Google Analytics ‘Web Properties’ *
• Creating Google Analytics ‘Profiles’ *
• Best practice Google Analytics ‘Accounts’, ‘Web Property’ and ‘Profile’ deployment considerations
• Adding, removing and modifying users to Google Analytics

Session 2 – Advanced Filters, Page, Event and Custom Variable Tracking

• Configuring ‘Predefined Filters’ for data exclusion *
• Configuring ‘Predefined Filters’ for data inclusion *
• Configuring ‘Custom Filters’ for lower and upper case transitions *
• Really useful case transition ‘Filters’ *
• Configuring ‘Custom Filters’ for search and replace functions *
• Really useful search and replace ‘Filters’ *
• Configuring ‘Advanced Filters’ and using Google Analytics Regular Expressions *
• Really useful ‘Advanced Filters’ *
• Configuring cascading ‘Advanced Filters’ to produce custom reporting solutions *
• Really useful advanced cascading ‘Advanced Filters’ *
• The Google Analytics ‘Virtual Pageview Counter’ for tracking PDFs and other downloads
• Understanding and Deploying Google Analytics ‘Event Tracking’ and ‘Non-Interaction Event Tracking’
• Really useful hacks for tracking downloads, mailto and outbound links with Google Analytics
• The Google Analytics ‘Virtual Pageview Counter’ for tracking 404 errors
• Understanding and deploying ‘Social Interaction Analytics’ for Google +, Facebook, Twitter and other social platforms
• Understanding and deploying the ‘User Defined’ segment and multiple ‘Custom Variables’
• Analysing the Google Analytics segmentation cookie __utmv
• When to deploy and use ‘Pageview’, ‘Event’, ‘Non-Interaction’, ‘Social Interaction’ or ‘Custom Variable’ tracking

Session 3 – Code Customizations and Extending your Implementation

• Understanding and deploying Google Analytics coding customisations
• The Google Code website and the google-analytics.com/urchin.js
• Google Analytics code customisations for cookie behaviour
• Google Analytics code customisations for single domain tracking
• Google Analytics code customisations for one domain with multiple subdomains
• Google Analytics code customisations for multiple top-level domains
• Google Analytics code customisations for Search Engine Optimisation
• Google Analytics code customisations for Frames, Iframes and Facebook
• Google Analytics code customisations for E-commerce
• Google Analytics code customisations for Mobile devices
• Google Analytics code customisations for alternative ‘Campaign Tracking’ parameters
• Google Analytics code customisations for writing multiple to Google Analytics ‘Accounts’ or ‘Profiles’

Session 4 – Google Analytics APIs, Data Injection, Integrations and Code Management

• Best practice deployment for agencies, small, medium and large organisations; and national and international brands
• Understanding and exploring the Google Analytics Management API
• Some really useful ‘Management API’ approved applications
• Understanding and exploring the Google Analytics Data Export API
• Some really useful ‘Data API’ approved applications
• Getting data into Google Analytics with ‘Campaign Tracking’, ‘Pageviews’, ‘Events’, ‘Custom Variables’ and ‘E-commerce’
• Telephone tracking Integrations
• CRM Integrations
• Tag management and GATC management
• Conclusion, wrap-up and your feedback

* Google Analytics administrator access required

Pre-requisites for Google Analytics training

1. For Google Analytics training, attendees will require on-line administration access to an active (recording some data) Google Analytics account and, if you are using Google Adwords, administrative access to a Google Adwords account for the duration of the training. If you do not have access to an active Google Analytics account, we can provide you with user access to a test account for the duration of the course. However, this is not as good as working with your own data!
2. A prerequisite of attending the 201 course is having completed the 101 course or possessing equivalent knowledge. A prerequisite of attending the 301 course is having completed the 101 and 201 courses or possessing equivalent knowledge.