Analysing organic search, paid search, in-bound social media and attribution modelling
Google analytics 202 is an in-depth, hands-on training day building on the knowledge acquired in analytics 101 and 201, covering advanced analysis of organic search, paid search and in-bound social media and how traffic can re-evaluated though different conversion attribution models.
How will you benefit?
You and your team will end the day with an understanding of how your site performs in organic search and how your AdWords campaigns are optimised for traffic acquisition. Your will also understand how your social media presence drives traffic to your site and be confident re-evaluating your acquisition channels with different conversion attribution models.
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 – Assessing the value of your SEO campaigns
- Introductions, your objectives and building your 202 action plan
- Your SEO priorities
- Exploring and understanding organic search keywords
- Exploring (not provided) keywords
- Exploring and understanding organic sources
- Understanding how Google Analytics allocates organic search traffic
- Exploring and understanding title tags
- Exploring and understanding hostnames
- Exploring the Google Search Console (Webmaster Tools)
- Connecting Google Search Console and Google Analytics *
- Exploring and understanding search engine optimisation reporting
- Exploring and understanding referrals
- Creating, building and sharing an SEO advanced segment
- Creating, building and sharing an SEO dashboard
- Creating, building and sharing an SEO custom report
- Advanced Google Analytics coding options for SEO
- Configuring Google Analytics for SEO analysis
- Advanced filters for SEO *
Session 2 – Assessing the Value of your AdWords Campaigns
- Connecting your AdWords account to your Google Analytics account *
- Understanding the benefits of auto-tagging versus manual tagging
- Google AdWords accounts, campaigns, adgroups, keywords and match types
- Exploring and understanding search, search partners Google Display Network and remarketing campaign options
- Exploring and understanding campaigns
- Exploring and understanding keywords
- Exploring and understanding matched search queries
- Exploring and understanding day parts
- Exploring and understanding your destination URLs
- Exploring and understanding your placements
- Exploring and understanding your keyword positions
- Understanding and minimising discrepancies between your AdWords and Google analytics
- The Google AdWords conversion tracking system
- Importing Google Analytics goals and e-commerce transactions into Google AdWords
- Understanding Google AdWords remarketing
- Understanding and creating remarketing audiences with Google Analytics
- Understanding dynamic attributes for remarketing with Google Analytics
- Creating, building and sharing a CPC advanced segment
- Creating, building and sharing a CPC dashboard
- Creating, building and sharing a CPC custom report
Session 3 – Re-assessing the value of your traffic with multi-channel funnels
- The Google AdWords conversion tracking system attribution model
- The Google Analytics attribution model
- The Google DoubleClick attribution model
- How direct changes with multi-channel funnels
- Understanding conversions and assisted conversions
- Exploring and understanding the top conversion paths
- Exploring and understanding the assisted conversions
- Exploring and understanding the time lag
- Exploring and understanding the path length
- Exploring and understanding basic channel groupings
- Creating, using and sharing custom channel groupings
- Creating brand and non-brand keyword channel groupings
- Applying and understanding default interaction segments
- Creating, using and sharing custom interaction segments
- Exploring and understanding the attribution modelling tool
Session 4 – Assessing the value of social media
- Exploring and understanding social reporting
- Exploring and understanding network referrals
- Exploring and understanding data hub activity
- Exploring and understanding trackbacks
- Exploring and understanding plugins
- Best practice planning and deployment for social interaction tracking
- Configuring your social settings *
- Wrap up, conclusions, your action plan and feedback
* 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
- 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!
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.
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!
A mutual NDA can be provided for your and our protection.
Prerequisites for Google Analytics Training
- 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 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 email@example.com (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.
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.
"Very good and very worthwhile. A necessity for anyone in Digit..."
On-site, private training
Google Analytics 202
Advanced Analysis & Measurement (2)
"Very good and very worthwhile. A necessity for anyone in Digital Marketing."
on 03/11/2014 9:55:56
Position: Digital Account Manager
Company: Klood Ltd.
- See all 1 reviews.