Google Analytics

Goals, events, views, basic filters, segments, alerts and best practice campaigns

Google Analytics 201 is an in-depth, hands-on training day that starts where Google Analytics 101 finished – dealing with goals in more detail, event tracking, views, basic filters, applying segments for improved analysis, using alerts, best practice campaign tracking, channel groupings and cohort analysis.

How will you benefit?

You and your team will end the day feeling confident about configuring and specifying goals, planning the deployment of event tracking, creating multiple views with simple filters, using campaign tracking and be able to use segments, alerts and cohorts for advanced analysis.

What is the syllabus?

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 training starts promptly at 9:30am with the day finishing around 5:00pm.

Session 1 – Specifying, setting and reporting on destination based goals

  • Introductions, your objectives and building your 201 action plan
  • Processing limits of Google Analytics
  • The Google Analytics Tracking Code (GATC)
  • The Google Analytics hit
  • Specifying complex goals
  • The Google Analytics virtual pageview
  • Setting a complex destination goal *
  • Exploring and understanding the funnel visualisation report
  • Exploring and understanding the goal flow report
  • Understanding and comparing the funnel visualisation and goal flow reports
  • Exploring and understanding the reverse goal path report
  • Understanding the differences between goals and transactions
  • Exploring and understanding the e-commerce module
  • Introducing enhanced e-commerce
  • Using e-commerce for non e-commerce sites

Session 2 – Event tracking, event-based goals, KPIs and dashboards

  • Introducing and exploring event tracking
  • Specifying event tracking to track banners
  • Specifying event tracking to track other on-page items like PDF documents, videos, etc
  • Non-interaction event tracking
  • Configuring an event tracking goal *
  • Exploring and understanding the event flow report
  • Best practice for defining and measuring key performance indicators (KPIs)
  • Best practice dashboard examples for e-commerce and content sites

Session 3 – Views, filters, custom segments and custom alerts

  • Google Analytics accounts, web properties and views
  • Creating duplicate views *
  • Creating and using predefined filters to exclude internal traffic *
  • Creating and using predefined filters to include specific folder traffic *
  • More best practice regular expressions – ^,$,/
  • Measuring page traffic with a custom segment
  • Understanding the difference between view filters and custom segments
  • Measuring social media traffic with a custom segment
  • Segmenting brand and non-brand search keywords with custom segments
  • Creating and using custom intelligence alerts
  • Best practice examples custom intelligence alerts

Session 4 – Campaigns, channel groupings, brand terms and cohorts

  • Best practices for campaign tracking
  • Creating, editing and sharing a custom report for campaign tracking (the URL builder)
  • Creating and understanding channel groupings
  • Managing brand terms
  • Keeping control of your campaigns
  • When not to use campaign tracking and the URL builder
  • Introducing and exploring active users
  • Introducing and exploring cohorts
  • Building a landing page efficiency custom report
  • Wrap up, conclusions, your action plan and feedback k

* Google Analytics edit access required

How do I prepare for the on-site, private training?

The ideal training environment

In our experience, courses work best with a quiet training room, preferably with Internet-connected PCs or Macs for each attendee and a data projector for the instructor’s laptop (PC or Mac) which will also need to be connected easily and quickly to the Internet (wired or wireless) and to an accessible, working power supply!

If you don't have an on-site training room, a board room type office works well with attendees bringing Internet connected laptops with them or previously set-up desktop PCs or Macs. We would recommend a minimum of one PC or Mac between two attendees.

A whiteboard or flip chart is always a good idea too.

Connecting the Instructor's Laptop

  1. It is preferable for the Instructor's Mac or PC Laptop to be able to connect quickly and easily to a wireless or wired network with unrestricted Internet access, a bright hi-resolution (1024x768) projector (projecting a large, well focused image onto a clean back-drop) and a working power supply!
  2. If network security restrictions prohibit the instructor's laptop from connecting to the Internet, then a PC connected to the Internet must be supplied. The instructor will be required to display PowerPoint slides on the PC so a way of transferring the slides onto the computer must be provided and a PowerPoint slide viewer application or PowerPoint itself must also be loaded. The PC must be loaded with the latest versions of Internet Explorer, Chrome and Firefox and each browser must have JavaScript. The PC or Mac should be tested for display and security issues by logging into Google Analytics before the training. To do this log-in to google.com/analytics using username:gatesting@ivantage.co.uk and password:gatest123. Click on one of the accounts and, if you see the graphs displaying, no more action is required. If there is still a display problem, then please contact support@ivantage.co.uk.

For video conferencing attendees

In our experience, professional video conferencing facilities work best where the instructor's slides and browser, along with their visual and an audio presentation can be displayed to all locations. In addition, attendees should be able to openly interact with other attendees and the instructor.

Suggested timings

Timings are very flexible to fit around your people and the organisation, but as a guideline 9:30 is a good time to start and 17:00 to finish with two 15min breaks and an hour for lunch - this keeps all minds fresh! Your instructor will to arrive for 9:00 to set-up your projector, Internet connection and laptop power. We leave lunch arrangements to you and we are happy to fit-in with whatever you decide. Don’t feel you have to entertain the trainers, as they are more than happy to be left to their own devices. We would advise, though, against a working lunch, as a break is important, more for the attendees than the instructor!

Confidentially

A mutual NDA can be provided for your and our protection.

Prerequisites 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.
  2. If attendees would like actual Google Analytics data to be used in some of the training sessions then access will need to be granted to the trainer. To do this add matt.trimmer@ivantage.co.uk (found top right of the Google Analytics User Manager) as an account Administrator to all relevant Google Analytics Accounts your organisation will use for training.
  3. All attendees’ PCs and Macs should have the latest version of a Industry leading browser and must have JavaScript enabled. All PCs and Macs should be tested for display and security issues by logging into Google Analytics before the day of the training. To do this log-in to google.com/analytics using username:gatesting@ivantage.co.uk and password:gatest123. Click on one of the accounts and, if you see the graphs displaying, no more action is required. If there is still a display problem, then please contact support@ivantage.co.uk.
  4. For Google Analytics 301 - Day 3, in addition to the latest version of Microsoft Internet Explorer, the latest versions of Firefox and Chrome should be installed on all PCs and Macs (or at least, be installable when downloaded) with JavaScript enabled.

What did past attendees think?

All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.



"An insight into how to improve your own Analytics"

Really useful, an interesting drill down into the way we've been using Analytics and the ways we can improve on this. I was especially impressed with the prep for the training, Matt had clearly taken time to look at our account in depth to see how we were working and suggest real and meaningful ways to improve this for the good of the business.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 30/10/2015 09:55:36
5 / 5 stars

On-site, private training
Google Analytics 201
Advanced Analysis & Measurement

"Really useful, an interesting drill down into the way we've been using Analytics and the ways we can improve on this. I was especially impressed with the prep for the training, Matt had clearly taken time to look at our account in depth to see how we were working and suggest real and meaningful ways to improve this for the good of the business."

on 30/10/2015 09:55:36

Position: Retention Marketing Executive
Company: BT.com



"An insight into how to improve your own Analytics"

Really useful, an interesting drill down into the way we've been using Analytics and the ways we can improve on this. I was especially impressed with the prep for the training, Matt had clearly taken time to look at our account in depth to see how we were working and suggest real and meaningful ways to improve this for the good of the business.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 30/10/2015 09:55:36
5 / 5 stars

On-site, private training
Google Analytics 201
Advanced Analysis & Measurement

"Really useful, an interesting drill down into the way we've been using Analytics and the ways we can improve on this. I was especially impressed with the prep for the training, Matt had clearly taken time to look at our account in depth to see how we were working and suggest real and meaningful ways to improve this for the good of the business."

on 30/10/2015 09:55:36

Position: Retention Marketing Executive
Company: BT.com



"Events & Goals in Google Analytics"

It was very informative.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 28/07/2015 11:23:09
3 / 5 stars

On-site, private training
Google Analytics 201
Advanced Analysis & Measurement

"It was very informative."

on 28/07/2015 11:23:09

Position: Performance Marketing Executive
Company: Daily Mail Group



"Matt’s knowledge of Google Analytics was extensive and h..."

Matt’s knowledge of Google Analytics was extensive and he was able to communicate his knowledge very clearly. The format of the courses allowed for questions and discussions throughout which was extremely valuable for our team to insert real issues they were facing. Loved the fact that we didn’t stare at a slide deck the entire time, in fact, the majority of the course was spent in Google Analytics itself. It was very helpful that Matt had access to our Analytics account to use our data in his examples. And in instances where our current set up either wasn’t ideal or wasn’t using a certain feature, it was great that Matt had other accounts he could log into to demonstrate his point. I was very pleased with the sessions and would highly recommend Matt as a trainer. All the feedback I heard from my teammates was also very positive. Thank you!
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 07/07/2014 15:21:38
5 / 5 stars

On-site, private training
Google Analytics 201
Advanced Analysis & Measurement

"Matt’s knowledge of Google Analytics was extensive and he was able to communicate his knowledge very clearly. The format of the courses allowed for questions and discussions throughout which was extremely valuable for our team to insert real issues they were facing. Loved the fact that we didn’t stare at a slide deck the entire time, in fact, the majority of the course was spent in Google Analytics itself. It was very helpful that Matt had access to our Analytics account to use our data in his examples. And in instances where our current set up either wasn’t ideal or wasn’t using a certain feature, it was great that Matt had other accounts he could log into to demonstrate his point. I was very pleased with the sessions and would highly recommend Matt as a trainer. All the feedback I heard from my teammates was also very positive. Thank you!"

on 07/07/2014 15:21:38

Position: Kosoglov
Company: Duke Energy



"It gave me a good look at the possibilities and reinforced my ..."

It gave me a good look at the possibilities and reinforced my current skills.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 07/07/2014 18:29:45
5 / 5 stars

On-site, private training
Google Analytics 201
Advanced Analysis & Measurement

"It gave me a good look at the possibilities and reinforced my current skills."

on 07/07/2014 18:29:45

Position: Marketing Communications
Company: Duke Energy



"Intuative"

Very enjoyable and learnt a good number of new methods
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 29/10/2015 10:01:32
4 / 5 stars

On-site, private training
Google Analytics 201
Advanced Analysis & Measurement

"Very enjoyable and learnt a good number of new methods"

on 29/10/2015 10:01:32

Position: CRM Executive
Company: BT.com



"Intuative"

Very enjoyable and learnt a good number of new methods
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 29/10/2015 10:01:32
4 / 5 stars

On-site, private training
Google Analytics 201
Advanced Analysis & Measurement

"Very enjoyable and learnt a good number of new methods "

on 29/10/2015 10:01:32

Position: CRM Executive
Company: BT.com



"Excellent, tutor was very good!"

Excellent, tutor was very good!
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 04/11/2014 17:37:07
5 / 5 stars

On-site, private training
Google Analytics 201
Advanced Analysis & Measurement

"Excellent, tutor was very good!"

on 04/11/2014 17:37:07

Position: Digital Account Manager
Company: Klood



"Outstanding trainer possessed in-depth knowledge. Trainer was..."

Outstanding trainer possessed in-depth knowledge. Trainer was an effective speaker, trainer, coach with a positive engaging personality that spoke from practical experience who made the content relevant.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 07/07/2014 18:17:24
5 / 5 stars

On-site, private training
Google Analytics 201
Advanced Analysis & Measurement

"Outstanding trainer possessed in-depth knowledge. Trainer was an effective speaker, trainer, coach with a positive engaging personality that spoke from practical experience who made the content relevant."

on 07/07/2014 18:17:24

Position: Marketing Communications Manager
Company: Duke Energy



"Enjoyed the open time to ask specific questions. Instructor t..."

Enjoyed the open time to ask specific questions. Instructor took the time to walk through our "real examples"
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 07/07/2014 21:25:24
4 / 5 stars

On-site, private training
Google Analytics 201
Advanced Analysis & Measurement

"Enjoyed the open time to ask specific questions. Instructor took the time to walk through our "real examples""

on 07/07/2014 21:25:24

Position: Marketing Communications Manager
Company: Duke Energy

Analytics Courses

On-site, Private
Training

[ Google Analytics ]

Google Analytics

Training Curriculum:

Four days of in-depth, in-detail, hands-on Google Analytics training

Google Analytics 101:

Fundamentals, key concepts and reporting basics

Google Analytics 201:

Goals, events, views, basic filters, segments, alerts and best practice campaigns

Google Analytics 202:

Analysing organic search, paid search, in-bound social media and attribution modelling

Google Analytics 301:

Architecture, processing, configuration, extending and auditing


Enquire & book

All your team trained!

£1,450 per day* No matter how many attendees!

*£1,450 per day, no matter how many attendees!


Enquire & book

Attendee Reviews


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