How do I get to the event?
How can I get there using public transportation?
Where can I park?
Will the day include meals?
Should I bring my laptop (and will there be Internet access?)
Something might come up at the last minute, can I cancel for a full refund?
Will I be able to follow along?
How appropriate is it for my level of knowledge?
Can you tell me more about the courses?

How do I get to the event?

The New York City Seminar Center is located at 71 W. 23rd St. #515, NYC 10010. It is on the north side of 23rd Street, just a few blocks east of 23rd and 6th Avenue.
(back to top)

How can I get there using public transportation?

You can get off at the 23rd Street PATH stop -- you'll be right at the corner of 23rd and 6th Avenue. You can also take the subway -- the closest stop is the 23rd Street stop of the Sixth Avenue line, and it is just a short distance from both the 23rd Street stop of the Seventh Avenue line and the 23rd Street stop of the Broadway line.
(back to top)

Where can I park?

There are three garages right in the vicinity of the Conference Center:

Will the day include meals?
Yes, there will be a continental breakfast and lunch at the training.
(back to top)

Should I bring my laptop (and will there be Internet access?)
The decision is yours, but we do recommend it. There will be wireless for all (no charge), and with your laptop, you can also try out some of the new techniques and ideas we will be teaching about. The rooms will have tables/desks, so that you won't be balancing your coffee/laptop and briefcase.
(back to top)

Something might come up at the last minute, can I cancel for a full refund?

You can cancel until the close of business on Friday, May 28. Send email to info@lunametrics.com. After that, if you can't make it, you can still send someone in your place. And if you think you would like to come, but are just a little worried that it might not work for you, we strongly encourage you to register now.
(back to top)

Will I be able to follow along?
Yes, everyone who comes will get a printed binder with materials to follow along with the presentation and demonstrations.
(back to top)

How appropriate is it for my level of knowledge?
We worked really hard to please a variety of people who work with GA, such as: Those who are newer to GA and want to read their reports; those who have experience with GA and need to do in-depth analysis; and those who want to do configuration.
(back to top)

Can you tell me more about the courses?

GA 101 Beginner Analysis

What are Web Analytics? If you are new to both Google Analytics and analytics in general, this session is designed for you. Learn what success means to visitors, how to tell a story with your analytics, and what your analytics can’t do for you

Getting Started with Google Analytics This session will start with some real basics, such as learning how to sign up for an account, and will move on to give you an overview of the main sections of GA.

Traffic Sources: How did they get here? You’ll get a very high-level overview of GA’s traffic capabilities, and then get down to the level of dimensions vs. metrics, medium vs. source.

Content: What did they do on the site? Once the visitor arrives, what did they do? Which pages were looked at, which pages cause the visitor to leave, which pages should you be testing, how is your on-site search doing?

Visitors: Who are these people, anyway? You can use the Visitor reports to learn what language preference your visitors have, what continent/country/region/city they visited from, and even, at times, the name of their company.

Goals and Ecommerce: Did they do what we wanted them to do? What are goals, how do you set them up, how do they differ from ecommerce, what are the special reports (days to purchase, visits to purchase) that the ecommerce provides? What’s so great about goals (or ecommerce, anyway?)

Actionable Insights and the Big Picture We’ll review the major takeaways from the day (so that you have some to-do’s for the next day) and help you understand how to get the rest of the organization on board.

GA 201 Intermediate Analysis

What does a great analyst need to know? Learning how to have goals for your analysis (not just for your data.) Having an analysis strategy

Best practices: Clean Data Don’t get caught in the “garbage in, garbage out” trap. Make sure that you’re working with a clean set of data. We’ll only look at best practices, and reserve heavy implementation for participants of GA 301.

Digging for Insights: Intelligence Alerts and Advanced Segments Learn the newest and most powerful tools in Google Analytics for finding what’s important in your analytics data. Intelligence alerts will help you find the data you should be paying attention to, and advanced segments allow you to slice and dice your data to learn what is working for you (and what isn’t).

Best Practices: Advertising and Marketing Use your data to help you get a better return on your marketing spend. Start to pull all these tools together by (for example) creating an advanced segment to compare branded and non-branded keywords. From there, you can evaluate your SEO (or paid search) efforts.

Best Practices: Engagement Measure user engagement by working with content, events, and on-site search data to improve user involvement. What did your visitors do on your site? How well is your on-site search engine working for you (and can you argue for a better search)? Do visitors come and leave? Are specific pages problems?

Best Practices: Conversion Advanced goals, $ Index, negative goals, and more. We’ll have talked about simple goals in GA 101; for this advanced audience, we’ll discuss the use of threshold goals (e.g. time on site), negative goals (did they look at fewer than x pages?). We’ll learn about $ Index and which pages are the most likely to lead to a conversion (be it a lead, a purchase or an email subscription), and we’ll get into Ecommerce, too.

Best Practices: Sharing with the Organization We’ll talk about your role as the analyst: giving context and meaning to data, picking out what’s important, and ways to disseminate it. Custom reports (and how to create them) as well as custom alerts and sharing them will be covered.

GA 301 Technical

Understanding Each Other: IT and Marketing Learn what business users need out of analytics and how to talk with them about the many technical options for achieving their needs.

How Google Analytics Tracking Code Works The low-down details about how Google Analytics measures your site. How the JavaScript tracking code works with GIF requests and cookies, as well as alternate tracking options such as the asynchronous code, mobile, and Flash.

Administrative Interface How accounts and profiles are organized, and how to manage user access.

Cleaning Up Your Data Learn how you can use filters to manipulate the data in Google Analytics, including an introduction to regular expressions for matching and replacing patterns in text. Best practices for filters and profile settings including removing internal traffic, cleaning up URLs, and setting up site search.

Measuring Conversion How to set up goals and funnels in Google Analytics, including examples and hard-to-track goals. Implementing ecommerce tracking code for ecommerce sites.

Measuring Traffic How campaign tagging works and dealing with redirects and other situations. How to integrate AdWords accounts with Google Analytics.

Measuring Content Using Event Tracking to track downloads, outbound links, interactive AJAX elements, and other non-pageview events, including how to use tracking within Flash. Integrating AdSense tracking with Google Analytics.

Measuring Visitors Using custom variables to track information about visitors.

Managing Cookies and Tracking How cookies work in Google Analytics, tracking traffic on multiple domains or subdomains, avoiding conflicts with Google Website Optimizer and integrating GWO with GA.

Extracting Data Tools within Google Analytics such as exporting and emailing reports in various formats, as well as an introduction to the data export API.