Google Analytics authorized training
Overview and format
ivantage's popular, hands-on training courses for Google Analytics are available
as public, scheduled courses in our modern London training centre or as private courses
delivered at your own premises.
Our Google Analytics training courses
are not seminars; they are hands-on courses where attendees
use their own Google Analytics account and their own data, completing exercises
under the direction of an experienced instructor. Our experience is that this
format is the most effective for adult learning and knowledge retention.
Our instructor presents material using PowerPoint, engaging students with
relevant theory, practical examples and exercises to re-enforce key concepts.
How to book courses
Audience – who should attend and
on which day
Google Analytics Interpretation workshop is a one
day course aimed at
online marketers, web executives, webmasters, agency account
managers/directors, and campaign managers who need to
understand Google Analytics reports, interact with them and improve the
way they go on to use the information presented.
Google Analytics Configuration workshop is also
a one day course. It is aimed at a similar audience but with the addition of technical
staff. It is for people who need to understand how to install, configure and
optimise Google Analytics so as to harness its flexibility and optimise
its deployment in their own web site's environment.
Objectives – the benefits of
attending
After successful completion of the Google Analytics
Interpretation workshop, students will be able to understand how
Google Analytics can be used to accurately analyse how visitors
arrive at their website, how they behave and the ways in which
they interact with their website’s content.
After successful completion of the Google Analytics Configuration
workshop, students will be able to configure Google Analytics
for all but the most complicated of websites in order to ensure
Google Analytics can be used to accurately analyse how visitors
arrive at their website, how they behave and how they interact
with their website content.
Course contents
Both days are split into four sessions, each
separated by a fifteen minute break and a one hour lunch break.
Registration opens at 9:00am and sessions start promptly at
9:30am.
Day 1 – Google Analytics Interpretation workshop
Session 1
– The Google Analytics reporting interface
Accessing Google Analytics
The Google Analytics Dashboard
Editing your Dashboard
E-mailing your Dashboard
E-mailing your Dashboard to colleagues
E-mailing your Dashboard in accordance with a schedule
Exporting your Dashboard
E-mailing and exporting reports
Understanding Google Analytics graphs, graphing options, date
range and comparing with data from other periods
Session 2
– Tasks, Goals and Funnels
What is possible with Web Analytics
What is possible with GA
Google Analytics and your website’s Goals
Configuring a basic Goal
Placing a value on a Goal
The $index value
Key Performance Indicators (KPIs) and your site
Google Analytics and Key Performance Indicators (KPIs)
Session 3
– Visits, visitors, traffic and website campaigns
How does GA measure visitors
The ‘Visitors’ report suite
Using, building and applying ‘Advanced Segments’
Reporting on your marketing campaigns
The ‘Traffic Sources’ report suite
Tagging Google Adwords
Tagging other PPC campaigns
Tagging e-mail campaigns
Tagging display advertising
Tagging off-line advertising
When not to tag campaigns
The ‘Visualisation’ tool
Session 4
– Interaction and website content
Reporting on what users are doing on your site
The ‘Content’ and ‘Goals’ report suites
Reporting on what users are searching for on your site
The ‘Site Search’ tool
Reporting on what users are interacting with on your site
The ‘Site Overlay’ tool
The ‘Event Tracking’ module
Creating ‘Custom Reports’
Day 2 Google Analytics Configuration workshop
Session 1
– Users, access, accounts, profiles and Adwords
integration
Accessing Google Analytics
Auditing user access to Google Analytics
Creating Google accounts
Creating new Google Analytics accounts
Adding, removing and modifying users
Best practice user administration
Checking the Google Analytics Tracking Code (GATC) for your
website
Using and deploying the new or legacy GATC on your website
Configuring account settings
Account and profile structure
Creating new profiles
Duplicating existing profiles
Configuring Profile settings
Best practice account and profile structure deployment for
agencies, hosting companies and corporates
Integrating Google Adwords with Google Analytics
Session 2
– Data considerations, tracking, goals and e-commerce
Your data and Google
Google Analytics and visitor privacy
Google Analytics reporting delay
Backing-up data with multiple accounts and profiles
Backing-up data with Urchin Software from Google
Web analytics tracking methods
Google Analytics tracking methods
Google Analytics and first party cookies
Google Analytics and the fifth cookie
Configuring the user defined segment
What is possible with web analytics
What is possible with Google Analytics
Google Analytics and your website’s goals
Configuring goals and funnels for simple sites
Configuring goals and funnels for complex sites
Configuring e-commerce
Configuring e-commerce for non e-commerce sites
Configuring ‘Site Search’
Configuring campaign tracking
Session 3
– Filter administration, advanced segments, page and
event tracking
Basic filter administration and the Google Analytics default
filters
Excluding all visits from an IP address
Excluding all visits from a domain
Including all visits to a directory
Advanced filter administration with custom filters
Upper and lower case filters
Search and replace filters
Look-up table filters
Advanced filters
Advanced cascading filters
Advanced integration with Google Adwords
Using the pageTracker: ._trackPageview() or urchinTracker()
Tracking custom 404 errors with Google Analytics
Tracking other server errors with Google Analytics
Tracking downloads with Google Analytics
Tracking form completion with Google Analytics
Tracking Flash, Video, AJAX and other rich media
Google Analytics and ‘Event Tracking’
Event tracking for Flash
Event tracking for downloads
Event tracking for banners and content boxes
Session 4
– Customising the Google Analytics tracking code and
fault finding your Google Analytics installation
Collecting data into multiple Google Analytics accounts
Coding Google Analytics for sub-domains
Advanced filters for sub-domains and visit transitioning
Coding Google Analytics for multiple domains and visit
transitioning
Coding Google Analytics for 3rd party domains and visit
transitioning
Coding the Google Analytics session cookie timeout
Coding the Google Analytics retuning visitor cookie timeout
Coding Google Analytics cookies to be restricted to
sub-directory
Coding for existing campaign tracking URLs to be recognised by
Google Analytics
Coding for additional search engines
Coding to ignore referral keywords
Coding to integrate Google Analytics campaign information into a
CRM system
Fault finding your installation with Google Analytics reports
The ‘Hostnames’ report
The ‘Browser and OS’ report
The ‘Referring Sites’ and ‘Referral Path’ reports
Fault finding your Google Analytics installation with external
tools
Course instructors
Most of our Google Analytics workshops are delivered by Matt Trimmer,
Principal Consultant and Managing Director of ivantage,
who brings his practical consulting experience and passion for the Internet
into the classroom to vitalize the sessions. Read
Matt's biography on our team page.
To give Matt an occasional break, Sharron Lonsdale replaces
him as the instructor. Sharron is a Senior
Consultant at ivantage and possesses a thoroughness and attention to detail
which ensures that students do not leave a course without
having got the most from it. Read
Sharron's biography on out team page.
Choose a public, scheduled or private,
on-site course
Public training courses are limited to
twenty attendees per day with no more than 3 attendees from a
single organisation. Students learn in a pleasant, modern
environment with a dedicated desktop PC. The syllabus is the
same as for the on-site courses , but may be delivered at a
slower pace to ensure all attendees understand the content,
practical examples and exercises. Due to the diversity of
organisations attending, specific help and advice about
individual websites cannot normally be given.
Private onsite training courses represent
better value with an audience of three or more students and
allow the instructor to focus on the client’s specific website,
environment and challenges. Courses work best in a quiet training
room, where students should be individually equipped with
Internet-connected PCs. In the absence of an on-site training
room, a board room or meeting room works well with attendees
bringing their own laptops with them or using previously set-up
desktop PCs.
Course pre-requisites
Students will require online Administration access to an
active (recording some data) Google Analytics account throughout
the courses.
For on-site courses, it is recommended that each student is equipped with
his/her individual PC connected to a network having full
Internet access. It is acceptable for students to work in pairs
with one PC to a pair. The instructor requires a similar network
connection for his/her PC and a data projector with screen for
displaying course materials and examples.
Ways to pay
All our public training courses can be
paid for by credit card or by requesting an invoice. For invoiced payments,
(which are subject to credit approval) payment will be due within 30 days.
Private training will be invoiced on the same terms.
