Google Analytics

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 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 AdWords to Google Analytics *
  • 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

  • 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 traffic 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 in-bound 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

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.



"Great training with useful takeaways"

The course material was in depth and useful. The tutor was very knowledgeable and helpful.
Google Analytics 202 – Advanced Analysis & Measurement (2)
Date published: 03/12/2015 17:04:37
4 / 5 stars

Open, public training
Google Analytics 202
Advanced Analysis & Measurement (2)

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

on 03/12/2015 17:04:37

Position: Digital Optimisation Manager
Company: Chartered Management Institute



"Detail-oriented SEO and Online Marketing course"

Excellent course providing an in-depth look at Marketing tracking capabilities. Very detail-oriented, highly focused on SEO.
Google Analytics 202 – Advanced Analysis & Measurement (2)
Date published: 14/10/2015 16:06:14
5 / 5 stars

Open, public training
Google Analytics 202
Advanced Analysis & Measurement (2)

"Excellent course providing an in-depth look at Marketing tracking capabilities. Very detail-oriented, highly focused on SEO."

on 14/10/2015 16:06:14

Position: Digital Analyst
Company: Salt Mobile



"comprehensive"

A comprehensive and detailed insight into the basic technical requirements for using analytics
Google Analytics 202 – Advanced Analysis & Measurement (2)
Date published: 22/07/2015 10:36:33
5 / 5 stars

Open, public training
Google Analytics 202
Advanced Analysis & Measurement (2)

"A comprehensive and detailed insight into the basic technical requirements for using analytics"

on 22/07/2015 10:36:33

Position: Sales and Marketing Manager
Company: Glazpart



"Methodical"

Covered a lot, but at a good pace
Google Analytics 202 – Advanced Analysis & Measurement (2)
Date published: 30/06/2015 16:09:52
5 / 5 stars

Open, public training
Google Analytics 202
Advanced Analysis & Measurement (2)

"Covered a lot, but at a good pace"

on 30/06/2015 16:09:52

Position: Web Insight Analyst
Company: Jet 2 Travel



"Like Google Analytics 201, 202 is a packed day and includes a ..."

Like Google Analytics 201, 202 is a packed day and includes a lot of hands-on exercises and detailed information from Matt who’s a truly great trainer with immense knowledge on Google Analytics. It is in particular very helpful that the group was small enough and we used our own websites and GA accounts instead of abstract examples. While I wish I had added the Google Tag Manager course to the GA 201 and 202, I did learn a lot - enough to go on now and implement with the help of some of the useful experts I am following online on Matt’s recommendation. A lot of things can be done by following online tutorials, but one first needs to have some kind of basic knowledge to understand the underlying concepts. This set of courses is perfect for this but should not be seen as a stand alone course - the GA tool is far too complex and powerful to fully cover in just a few days.
Google Analytics 202 – Advanced Analysis & Measurement (2)
Date published: 26/01/2015 20:49:16
5 / 5 stars

Open, public training
Google Analytics 202
Advanced Analysis & Measurement (2)

"Like Google Analytics 201, 202 is a packed day and includes a lot of hands-on exercises and detailed information from Matt who’s a truly great trainer with immense knowledge on Google Analytics. It is in particular very helpful that the group was small enough and we used our own websites and GA accounts instead of abstract examples. While I wish I had added the Google Tag Manager course to the GA 201 and 202, I did learn a lot - enough to go on now and implement with the help of some of the useful experts I am following online on Matt’s recommendation. A lot of things can be done by following online tutorials, but one first needs to have some kind of basic knowledge to understand the underlying concepts. This set of courses is perfect for this but should not be seen as a stand alone course - the GA tool is far too complex and powerful to fully cover in just a few days."

on 26/01/2015 20:49:16

Position: Marketing Manager
Company: Tradin Organic



"Detail-oriented SEO and Online Marketing course"

Excellent course providing an in-depth look at Marketing tracking capabilities. Very detail-oriented, highly focused on SEO.
Google Analytics 202 – Advanced Analysis & Measurement (2)
Date published: 14/10/2015 16:06:14
5 / 5 stars

Open, public training
Google Analytics 202
Advanced Analysis & Measurement (2)

"Excellent course providing an in-depth look at Marketing tracking capabilities. Very detail-oriented, highly focused on SEO."

on 14/10/2015 16:06:14

Position: Digital Analyst
Company: Salt Mobile



"Very informative"

Excellent tutor, as mentioned before though the small section of social media needs to be stressed before you buy into that day course.
Google Analytics 202 – Advanced Analysis & Measurement (2)
Date published: 30/07/2015 15:16:15
4 / 5 stars

Open, public training
Google Analytics 202
Advanced Analysis & Measurement (2)

"Excellent tutor, as mentioned before though the small section of social media needs to be stressed before you buy into that day course."

on 30/07/2015 15:16:15

Position: Social Media Executive
Company: P&O Cruises



"Great GA training course that was taught very well."

Very well taught and informative course. I learnt plenty and the tutor was very approachable and happy to deal with questions specific to my company / industry. Aspects were slightly too theoretical and I struggled to see how I could implement it.
Google Analytics 202 – Advanced Analysis & Measurement (2)
Date published: 30/06/2015 16:22:07
4 / 5 stars

Open, public training
Google Analytics 202
Advanced Analysis & Measurement (2)

"Very well taught and informative course. I learnt plenty and the tutor was very approachable and happy to deal with questions specific to my company / industry. Aspects were slightly too theoretical and I struggled to see how I could implement it."

on 30/06/2015 16:22:07

Position: Web Insight Analyst
Company: Jet 2 Travel



"Upscale and fine-tune your knowledge in Google Analytics!"

Very well presented course with knowledgeable trainer.
Google Analytics 202 – Advanced Analysis & Measurement (2)
Date published: 30/06/2015 12:17:44
5 / 5 stars

Open, public training
Google Analytics 202
Advanced Analysis & Measurement (2)

"Very well presented course with knowledgeable trainer. "

on 30/06/2015 12:17:44

Position: Sales and Marketing Manager
Company: Redcliffe Training



"I felt like my barin had reached its maximum yet I still wante..."

I felt like my barin had reached its maximum yet I still wanted to know more. Once I'm happy with what I need to do to the account and feel proficient in this knowledge, I'll look forward to 303.
Google Analytics 202 – Advanced Analysis & Measurement (2)
Date published: 09/07/2014 17:35:39
5 / 5 stars

Open, public training
Google Analytics 202
Advanced Analysis & Measurement (2)

"I felt like my barin had reached its maximum yet I still wanted to know more. Once I'm happy with what I need to do to the account and feel proficient in this knowledge, I'll look forward to 303."

on 09/07/2014 17:35:39

Position: Marketing Manager
Company: Nederlander Dominion Limited

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.

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