Google Analytics authorized training
ivantage's popular, hands-on training courses for Google Analytics are available
as public, scheduled courses in a 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
Public,
scheduled Google Analytics workshops |
 |
Now accredited as part of Google's 'Seminars
for Success' programme, see the full schedule with details
and/or book places on
these public courses by following this link to
the booking
pages or use the 'See dates . . .' button, above.
Private, on-site Google Analytics
workshops
We run private, hands-on Google Analytics
workshops on-site almost every week, both on clients' sites
and at our premises, at a price of £1,250 per instructor-day. Feel free to
contact
us now to find out more, discuss your requirements and make a
booking.
Audience – who should attend and
on which day
Day 1 – Analytics: Introduction and User
Training is a one day course
aimed at those with responsibilities in the areas of sales,
marketing, content, business analysis and web development who need
to understand Google Analytics’ reports, interact with Google
Analytics and improve the way they go on to use the information
presented.
Day 2 – Analytics: Advanced Analysis
and Measurement is a one day
course aimed at those with responsibilities in the areas of sales,
marketing, content, business analysis and web development who need
to take their understanding of Google Analytics to the next level,
including data cleansing, best practice analysis and taking actions
based on Google Analytics’ reports.
Day 3 – Analytics: Advanced Tracking
and Implementations 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 and complex
environments.
What are the benefits of attending?
After successful completion of Day 1 – Analytics:
Introduction and User Training, 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 Day 2 – Analytics:
Advanced Analysis and Measurement, students will be able to understand how
Google Analytics can be used to improve website performance.
After successful completion of Day 3 – Analytics:
Advanced
Technical Implementation, students will be able to implement and
configure Google Analytics for all but the most complicated of
websites.
What are the detailed syllabus and session timings?
All three days are split into four sessions, separated by a fifteen
minute break in the morning and afternoon, with a one hour lunch
break. Registration opens at 9:00am and sessions start promptly at
9:30am with the day finishing at 4:30pm.
Day 1 – Analytics:
Introduction and User Training
Session 1 – The Google Analytics
reporting interface
- Urchin: where it all started
- Understanding the terms ‘Pay per Click (PPC)’, ‘Cost per Click
(CPC)’ , ‘Pay for Position (PfP)’, ‘Search Engine Marketing (SEM)’
and ‘Search Engine Optimization (SEO)’
- Accessing Google Analytics
- Google Analytics ‘Accounts’ and ‘Profiles’
- The Google Analytics page tag
- The ‘Status’ column
- Using the Google Analytics ‘Calendar’ and ‘Timeline’
- Using the Google Analytics ‘Table’, ‘Percentage’,
‘Performance’, and ‘Comparison’ views
- Creating, using and sharing ‘Annotations’
- Using the Google Analytics cross segmentation and ‘Pivot’ table
views
- Editing, exporting and emailing your ‘Dashboard’
- Exporting and emailing Google Analytics reports
- Managing Google Analytics scheduled reports
- Understanding ‘Pageviews’ and ‘Unique Pageviews’
- Understanding and comparing ‘Bounces’ and ‘Bounce Rate’
- Understanding ‘Benchmarking’
- Understanding and comparing ‘Exits’ and ‘Exit Rate’
Session 2 – Tasks, Goals, Funnels
and conversion
- What is possible with web analytics?
- What is possible with Google Analytics?
- Google Analytics and your website’s goals
- Configuring a simple Google Analytics ‘Goal’*
- Placing a value on a ‘Goal’*
- The ‘$index’ value
- Key Performance Indicators (KPIs) and web analytics
- Using ‘Intelligence’ and Automatic Alerts
- Using and applying default ‘Advanced Segments’
- Creating Advanced Segments from automatic alerts
Session 3 – Visits, visitors,
traffic and marketing campaigns
- How Google Analytics measures visitors and visits
- The Google Analytics ‘Terms of Service’
- Exploring and understanding the ‘Visitors’ report suite
- Reporting on marketing campaigns
- The ‘Traffic Sources’ report suite
- Understanding ‘Direct’, ‘Referral’ and ‘Search
Engine’ traffic
- Understanding ‘Source’ , ‘Medium’, ‘Campaign’,
‘Content’ and ‘Term’
- Measuring e-mail campaigns
- Measuring banners and display advertising campaigns
- Measuring social media campaigns
- Measuring off-line campaigns
- Measuring Google AdWords paid search campaigns
- Traffic sources and conversion to ‘Goals’ and ‘Ecommerce’
Session 4 – How users interact
with website content
- Understanding the ‘Navigation Analysis’ reports
- Understanding the ‘Landing Page Optimization’ reports
- Understanding ‘In-Page Analytics’
- Understanding ‘Top Content’ and ‘Content Drilldown’
- Understanding ‘Content by Title’ and SEO
- Understanding the ‘Goals’ report suite
- The three business goals
- Feedback and wrap-up
*Google Analytics administrator access required
Day 2 – Analytics: Advanced
Analysis and Measurement
Session 1 – Cleansing
Google Analytics data
- The Google Analytics page tag
- The ‘Check Status’ tool
- Useful tools and reports to help check page tagging
- Google Analytics ‘Accounts’ and ‘Profiles’
- Editing ‘Account settings’
- Complying with the Google Analytics ‘Terms of Service’
- Exporting your data for analysis and cleansing
- Creating duplicate ‘Profiles’*
- Cleansing your data by excluding URL query parameters*
- Cleansing your data using Google Analytics Filters*
- Predefined Filters to exclude internal traffic*
- Predefined Filters to zoom into data*
- Understanding ‘Sampling’*
- Using Filters to negate sampling*
Session 2 – Key Performance
Indicators (KPIs) Conversion Path
Optimisation
- Common website Key Performance Indicators (KPIs)
- Setting Key Performance Indicators (KPIs) for your site
- Setting and building ‘Goals’ for your site*
- Setting and building ‘Funnels’ for your site*
- The Google Analytics virtual pageview counter
- Configuring a complex ‘Goal’*
- Placing a value on a ‘Goal’*
- ‘Goal’conversion rate and ‘Funnel’ conversion rate
- Building multiple goals to optimise conversion
- Using the ‘E-commerce’ report suite’
- Finding your most valuable content with the ‘$index’ tool
- Creating and sharing custom ‘Intelligence’ alerts
- Really useful custom ‘Intelligence’ alerts
- Creating and sharing custom ‘Advanced Segments’
- Really useful ‘Advanced Segments’
- Creating ‘Advanced Segments’ from ‘Intelligence’ Alerts
- Identifying problems with ‘Bounce Rate’
- Identifying problems with ‘Exit Rate’
- Identifying problems with entrance paths
Session 3 – Optimizing
your Google Analytics implementation
- Configuring ‘Site Search’
- The Google Analytics virtual pageview counter and site search
- Analyzing ‘Site Search’
- The ‘Map overlay’ report and IP addresses
- Why Google Analytics uses cookies?
- Google Analytics’ cookies
- Cookies in multiple domains and sub-domain environments
- Understanding cookie corruption and the affect on Google Analytics
data
- The Google Analytics coding wizard
Session 4 – Understanding
the value of traffic sources, engagement
- Google Analytics campaign tracking and attribution
- Analyzing Search Engine Optimization
- Analyzing Google AdWords paid search
- Analyzing other paid search campaigns
- Analyzing brand and non-brand keyword traffic
- Analyzing referral partnerships
- Analyzing e-mail campaigns
- Analyzing display advertising
- Analyzing Google display advertising
- Analyzing Facebook campaigns
- Analyzing Twitter campaigns
- Analyzing organizations visiting your site
- When not to use Campaign Tracking
- Tracking internal campaigns with Google Analytics
- The ‘Event Tracking’ module
- Creating and sharing ‘Custom Reports’
- Really useful ‘Custom Reports’
- Feedback and wrap-up
*Google Analytics administrator access required
Day 3 – Analytics: Advanced
Tracking and Implementations
Session 1 – Code versions,
positioning, Account and Profile structure
- The Google Analytics Tracking Code (GATC) and versions including the
Asynchronous Snippet
- Positioning the Google Analytics Tracking Code
- Best practice for GATC upgrading and migration
- Assessing the health of your Google Analytics implementation
- The ‘Check Status’ and GATC coding wizard tools*
- Analyzing Google Analytics’ cookies
- Analyzing Google Analytics’ gif hits
- Useful tools and reports to help check the GATC*
- Auditing access to Google Analytics*
- Creating Google Accounts*
- Creating new Google Analytics Accounts*
- The Google Analytics ‘Terms of Service’ - technical considerations
- Creating new Google Analytics Profiles*
- Creating duplicate Profiles*
- Adding, removing and modifying users
- Best practice user administration
- Google Analytics’ virtual and physical limits
- Google Analytics’ ‘Accounts’ and ‘Profile’ deployment
considerations
Session 2 – Filters,
regular expressions, Page and Event Tracking
- Configuring predefined Google Analytics Filters for data
exclusion
- Configuring predefined Google Analytics Filters for data inclusion
- Understanding Filter Fields
- Understanding Filter Patterns
- Using Regular Expressions in Google Analytics
- 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
- Really useful Advanced Filters
- Configuring cascading Advanced Filters
- Really useful advanced Cascading Filters
- Using the ._trackPageview() or urchinTracker() function
- Tracking PDFs, Word, PowerPoint and other downloads with Google
Analytics
- Understanding, coding and deploying Event Tracking
- Tracking custom 404 errors with Google Analytics
- Tracking other server errors with Google Analytics
- Tracking form completion with Google Analytics
- Tracking Flash, Video, AJAX and other rich media using Page and
Event Tracking
Session 3 – Cookie corruption,
code customizations and Multiple Custom Variables
- Understanding Google Analytics’ cookies - UTMa, UTMb, UTMc, UTMz
and UTMv
- Understanding cookie corruption and the affect on Google Analytics
data
- Understanding the Google Analytics Coding Wizard
- Google Analytics code customisations for Campaign Tracking
- Google Analytics code customisations for Search Engine Optimisation
- Google Analytics code customisations for sub-domains
- Google Analytics code customisations for cross-domain tracking
- Google Analytics code customisations for delegated sub-domains
- Google Analytics code customisations for web client data collection
- Google Analytics and Urchin Software from Google
- Google Analytics mobile tracking for Android and iPhone applications
- Google Analytics and Flash tracking
- Google Analytics and Silverlight tracking
Session 4 – Best practice deployment,
Multiple Custom Variables and Google Analytics APIs
- Best practice deployment for agencies, small, medium and large
organisations; and national and international brands
- Really useful deployment examples
- Understanding, coding and deploying Ecommerce Tracking
- Understanding, coding and deploying Multiple Custom Variables
- Really useful Multiple Custom Variable implementation examples
- Understanding and exploring the Google Analytics Management API
- Understanding and exploring the Google Analytics Data Export API
- Integrating Google Analytics with other systems
- Really useful Google Analytics integration examples
- Feedback and wrap-up
*Google Analytics administrator access required
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 our 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.
Terms and Conditions
Our training terms and conditions can be read here
and you will be asked to accept these terms and conditions in order to secure your
booking.
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.
