Google Analytics Training Seminars

Is your company having the familiar “so much data, so little insight” problem? At our Google Analytics trainings, we’ll dig in and explore ways to use Google Analytics to gather more meaningful data, analyze it better and make your website perform. From basic definitions to assisting with the Universal Analytics upgrade, we’ve got you covered.

We offer three full days of training, starting with our introduction in Google Analytics 101 all the way to technical implementation in Google Analytics 301. Pick which course is best for you, or come for the full three days!

Google Analytics 101

Whether you are new to web analytics in general, new to using Google Analytics, or need a refresher on the basic Google Analytics reports and tools, Google Analytics 101 is for you. We’ll start from the basic metrics and reports and build an understanding of what data are important and how to use the reporting tools in Google Analytics to manipulate these data to answer your questions.

This course covers the basics of the Google Analytics tool and is applicable for websites using classic Google Analytics as well as sites who have upgraded to Universal Analytics.

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. Things you’ll learn:

  • What are we trying to figure out with analytics?
  • How does Google Analytics work?
  • What do the metrics mean? Which ones do we care about?

Acquisition: 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. Things you’ll learn:

  • Where do visitors come from?
  • Direct, referring sites, search engines and keywords
  • Search Engine Optimization and Pay-Per-Click advertising
  • Tagging campaigns for email, social media, and offline marketing

Behavior: What did they do on the site?

Once the user 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? Things you’ll learn:

  • Which pages did they view?
  • Where did they land? How did they navigate?
  • What did they search for?

Audience: Who are these people, anyway?

You can use the Audience reports to learn what language preference your users have, what continent/country/region/city they visited from, and even, at times, the name of their company. Things you’ll learn:

  • How users are measured
  • Geography
  • Custom dimensions

Conversions: 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 special reports can you get about products and transactions?

Things you’ll learn:

  • How goals are defined
  • Goal reporting
  • Ecommerce reporting

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. Things you’ll learn:

  • Takeaways
  • Sharing and communicating data with email, exports, dashboards, and shortcuts

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Google Analytics 201

The Google Analytics 201 course assumes a basic familiarity with Google Analytics reports and metrics. It explores advanced analysis tools and additional types of reporting in Google Analytics that go beyond the basics.

This course is appropriate for websites using Classic Google Analytics as well as sites who have upgraded to Universal Analytics. Some Universal Analytics-only features will be discussed and compared to older versions of Google Analytics.

Finding the Needle in the Haystack

Learn 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. Real-time reports will help you respond to what’s going on right now on your site, and annotations help keep track of it all.

Conversions & Analytics Strategy

Learn how to have goals for your analysis (not just for your data) and an analysis strategy. Things you’ll learn:

  • What are our goals for analysis?
  • Who are our audiences? What do we want them to do?
  • What other sources of data should we consider?

Analysis: Putting it all together

Learn to ask deep questions of your data in Google Analytics, combining data from multiple reports and across dimensions, and slicing and dicing your data to get just the details you want. Things you’ll learn:

  • Using the secondary dimension and pivot view in reports
  • Custom Reports
  • Dashboards and Shortcuts
  • Custom Segments
  • Employing custom dimensions and metrics to measure additional information in Google Analytics.

Advanced Reporting: Social Media

How much traffic do you get from social sites? What do they do? Does social sharing drive additional traffic and conversions? We’ll delve into the social reports in Google Analytics to explore this important channel.

Advanced Reporting: Conversion Attribution

How does Google Analytics give credit to traffic sources when a conversion occurs? What happens when a visitor comes once by a paid search ad, then the next time by organic search – which gets the credit? We’ll talk about attribution modeling and use the Multi-Channel Funnel reports and Attribution Modeling tool to measure visitor behavior over multiple visits before conversion to more fairly credit your sources for their contributions.

Advanced Reporting: Navigation & Flow Reports

We’ll take a look at the navigation reporting capabilities in Google Analytics, including the Behavior Flow visualization to understand visitors’ paths through the site.

Advanced Reporting: Non-Pageview Interactions

How do we measure downloads? Video plays? Link clicks? We’ll talk about how Google Analytics can measure these. Things you’ll learn:

  • Interaction tracking options: event tracking, social interaction tracking, and virtual pageviews
  • Naming and categorizing interaction events
  • Event reporting

Advanced Reporting: Mobile Sites & Applications

We’ll talk about how Google Analytics deals with mobile devices – both visiting websites, as well as measuring native mobile applications.

Website Testing with Content Experiments

An introduction to website experimentation to improve your conversion rate: the why’s and how’s of Google Analytics A/B tests with Content Experiments. Things you’ll learn:

  • Website experimentation to improve conversions
  • Types of testing
  • Testing data
  • Introduction to Content Experiments

So You’re Not a Developer…

Even if you don’t continue with the Google Analytics 301 course (about implementation), it’s important to know the basics of how Google Analytics works and what your options are for configuring it. We’ll talk about some of the most common scenarios and what you should know, including:

  • Dealing with subdomains or multiple domains
  • Creating a test view
  • Filtering internal traffic and creating views with subsets of your website traffic

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Google Analytics 301

The Google Analytics 301 course covers implementing and configuring Google Analytics to ensure it gives you data about your website in the most useful and accurate ways. It assumes a basic familiarity with the reports and metrics in Google Analytics as well as a basic familiarity with HTML. JavaScript development experience is not required, but is certainly helpful.

Configuration and Administration Training

We’ll discuss how accounts and views are organized, and how to manage user access. Things you’ll learn:

  • Relationship between usernames, accounts, web property IDs and views
  • How to add a user
  • User permissions
  • Navigate the admin interface
  • View settings

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 and the migration path to Universal Analytics. Things you’ll learn:

  • How Google Analytics works
  • Classic asynchronous and Universal Analytics code
  • Alternative tracking code (mobile apps, etc.)

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. Things you’ll learn:

  • Introduction to Regular Expressions
  • Removing internal traffic
  • Cleaning up URLs and other data

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. Things you’ll learn:

  • Setting up goals
  • Ecommerce tracking code

Measuring Traffic

How campaign tagging works and dealing with redirects and other situations. How to integrate AdWords accounts with Google Analytics. Things you’ll learn:

  • Linking and AdWords account with Google Analytics
  • Using manual campaign tagging
  • Understanding options for changing how manual tagging functions
  • Troubleshoot problems with tracking traffic sources, such as self-referrals

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. Tracking interactions with social plugins on your page (Facebook like, shares, tweets, etc.). Things you’ll learn:

  • Setting up Site Search reporting
  • Measuring downloads, outbound links, videos, etc.
  • Event Tracking and virtual pageviews
  • Social tracking

Measuring Users

Using custom dimensions to track information about visitors. Things you’ll learn:

  • Changing the expiration date of Google Analytics cookies
  • Understanding the use of custom dimensions/metrics
  • Implementing custom dimensions/metrics code

Managing Cookies and Tracking

How cookies work in Google Analytics, tracking traffic on multiple domains or subdomains, avoiding conflicts with Google Content Experiments. Things you’ll learn:

  • Understanding how Google Analytics uses cookies to store information
  • Understanding the issues with tracking domains and subdomains
  • Implementing tracking for subdomains and cross domains

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. Things you’ll learn:

  • Using tools to export, email and schedule reports
  • Creating custom reports
  • Understanding the scope of the Google Analytics API

Other Resources

We’ll point you in the right direction to find additional documentation, code, and resources for Google Analytics implementation.

Google Tag Manager

As we go through our 301 course, you’ll constantly hear us touting the benefits of Google Tag Manager. We give a brief demonstration of Google Tag Manager during this course, and then offer a full-day Google Tag Manager workshop that walks you through a full site implementation. We would recommend this to anyone who is charge of implementing Google Analytics on their website.

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LunaMetrics

24 S. 18th Street, Suite 100,
Pittsburgh, PA 15203

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1.877.220.LUNA

1.412.381.5500

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