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 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

* Google Analytics edit access required

What are the prerequisites for attending?

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!

A prerequisite of attending the 201 course is having completed the 101 course or possessing equivalent knowledge. A prerequisite of attending the 202 course is having completed the 201 course or possessing equivalent knowledge. Please examine the detailed syllabus of the day you intend to miss to make sure you are fully familiar with all concepts. A prerequisite of attending the 301 course is having completed the 101, 201 and 202 courses or possessing equivalent knowledge.

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.



"Everything you wanted to know about Google Analytics, t"

I really enjoyed the Google Analytics 201 Training. The tutor was excellent , well-prepared and very experienced, and tailored the material to our own websites and areas of responsibility(ie email)
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 31/03/2016 09:21:36
5 / 5 stars

Open, public training
Google Analytics 201
Advanced Analysis & Measurement

"I really enjoyed the Google Analytics 201 Training. The tutor was excellent , well-prepared and very experienced, and tailored the material to our own websites and areas of responsibility(ie email)"

on 31/03/2016 09:21:36

Position: Email Marketing Executive
Company: Carnival UK



"Good way to understand the technical side of GA"

There was too much tech information (cookies, coding, debugging) slight repetition on the URL builder and how GA works but we had more time to practice the stuff we learnt.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 28/09/2015 11:41:02
4 / 5 stars

Open, public training
Google Analytics 201
Advanced Analysis & Measurement

"There was too much tech information (cookies, coding, debugging) slight repetition on the URL builder and how GA works but we had more time to practice the stuff we learnt. "

on 28/09/2015 11:41:02

Position: Digital Campaign manager
Company: Global Blue



"Mind blowing"

Very full on for someone who thought they knew more they than they did. Mind blown. Very glad I didn't do all four days on the trot, I wouldn't have retained anything after day 2.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 27/08/2015 17:41:14
5 / 5 stars

Open, public training
Google Analytics 201
Advanced Analysis & Measurement

"Very full on for someone who thought they knew more they than they did. Mind blown. Very glad I didn't do all four days on the trot, I wouldn't have retained anything after day 2."

on 27/08/2015 17:41:14

Position: Marketing Manager
Company: Nederlander



"Super!"

Brilliant. Would recommend to anybody.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 30/07/2015 09:52:33
5 / 5 stars

Open, public training
Google Analytics 201
Advanced Analysis & Measurement

"Brilliant. Would recommend to anybody. "

on 30/07/2015 09:52:33

Position: Senior Email Marketing
Company: Carnival Group



"well worth the investment"

great summary of the analytical tools available and builds well on the 101
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 22/07/2015 10:33:18
5 / 5 stars

Open, public training
Google Analytics 201
Advanced Analysis & Measurement

"great summary of the analytical tools available and builds well on the 101"

on 22/07/2015 10:33:18

Position: Sales and Marketing Manager
Company: Glazpart



"Great training with useful takeaways"

The course material was in depth and useful. The tutor was very knowledgeable and helpful.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 03/12/2015 12:15:33
4 / 5 stars

Open, public training
Google Analytics 201
Advanced Analysis & Measurement

"The course material was in depth and useful. The tutor was very knowledgeable and helpful."

on 03/12/2015 12:15:33

Position: Digital Optimisation Manager
Company: Chartered Management Institute



"Good way to understand the technical side of GA"

There was too much tech information (cookies, coding, debugging) slight repetition on the URL builder and how GA works but we had more time to practice the stuff we learnt.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 28/09/2015 11:41:02
4 / 5 stars

Open, public training
Google Analytics 201
Advanced Analysis & Measurement

"There was too much tech information (cookies, coding, debugging) slight repetition on the URL builder and how GA works but we had more time to practice the stuff we learnt."

on 28/09/2015 11:41:02

Position: Digital Campaign manager
Company: Global Blue



"great GA course worth time and money!"

Very intensive, fast-paced course, packed with real-life tips to be used right after you get back to the office. Matt has an amazing, hands-on knowledge with GA and experience with teaching so there was not a single minute wasted. I definitely recommend iVantage courses and I look forward to book another one soon!
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 06/08/2015 16:43:13
5 / 5 stars

Open, public training
Google Analytics 201
Advanced Analysis & Measurement

"Very intensive, fast-paced course, packed with real-life tips to be used right after you get back to the office. Matt has an amazing, hands-on knowledge with GA and experience with teaching so there was not a single minute wasted. I definitely recommend iVantage courses and I look forward to book another one soon!"

on 06/08/2015 16:43:13

Position: Corporate Digital Strategy Director
Company: Blue Bay Resorts



"Provides a good understanding to GA"

It was a really good insight to GA (I also attended 101 the day before). I now need to put the learning into practice. There is so much data and reports and this training help me understand what areas I can benefit from where as before this I did not know where to start.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 23/07/2015 09:29:47
4 / 5 stars

Open, public training
Google Analytics 201
Advanced Analysis & Measurement

"It was a really good insight to GA (I also attended 101 the day before). I now need to put the learning into practice. There is so much data and reports and this training help me understand what areas I can benefit from where as before this I did not know where to start. "

on 23/07/2015 09:29:47

Position: Senior Knowledgebase Executive
Company: Carnival Group



"Get your data analysis working for you."

Informative, practical and with real-world examples.
Google Analytics 201 – Advanced Analysis & Measurement
Date published: 20/07/2015 09:54:49
5 / 5 stars

Open, public training
Google Analytics 201
Advanced Analysis & Measurement

"Informative, practical and with real-world examples. "

on 20/07/2015 09:54:49

Position: Email Marketing Executive
Company: Carnival Group

Analytics Courses

Open, public
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


Pick date & book

Day or Masterclasses

From as low as:

£374.25 per attendee per day*

*Multi-day masterclasses, booked 21 days ahead. Day classes £499.00 per attendee.

Pick date & book

Attendee Reviews


Certified Since 2005

Google Certified Since 2005

Pick date & book

Share this page

Subscribe to our e-shots

Subscribe to our email shots to receive regular email updates about our training courses including schedules, special events, early birds, and other special offers.

Please enter the relevant details on our E-shots page, link below:
Subscribe

SiteLock