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 event tracking to cross-domain tracking, 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!

Our trainers are actually consultants here at LunaMetrics, working every day in the materials they’ll be teaching – so you’ll get real-world tips and someone who can answer the difficult questions.

Not sure which course will be the best fit? Take our short quiz to help you decide!

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 with learning basic metrics, and then build an understanding of how we can report on site performance by looking at our website traffic, content, users, and conversions. Throughout the day, we’ll also show you how to use different reporting tools in the interface.!

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?
  • What do the metrics mean and which ones are important?
  • Different levels of user access

Acquisition: How did they get here?

You’ll get a high-level overview of the different types of Google Analytics traffic and channels. You’ll also learn how to successfully measure your marketing and advertising efforts using campaign and AdWords reports. Things you’ll learn:

  • Where do visitors come from?
  • Direct, referring sites, and search engines
  • Tagging campaigns for email, social media, and offline marketing
  • How to find AdWords reports in Google Analytics

Behavior: What did they do on the site?

You’ll learn about the content on your site and how it performs, exploring reports to find which pages were viewed, landed on, or may have caused users to leave your site. You’ll also learn to set up and analyze site search reports. Things you’ll learn:

  • Important page-level metrics
  • Which pages users viewed
  • Where did they land? Where did they exit?
  • What terms or phrases did people search for on my site?

Audience: Who are these people, anyway?

You’ll get information on what language preference your users have and what continent/country/region/city they visited from. You’ll also see examples of other reports designed to give you a better understanding of your site’s visitors – demographics, device usage, and user engagement. Things you’ll learn:

  • What is a user in Google Analytics?
  • Geography/Language
  • Demographics
  • Frequency & Recency of Users
  • High-level introduction to audience analysis tools

Conversions: Did they do what we wanted them to do?

You’ll be introduced to the different types of goals and goal configuration, as well as some basic examples of Ecommerce reports. You’ll participate in activities to establish goals for your own site, and learn where to find conversion metrics in reports (this makes Google Analytics really valuable!).

Actionable Insights and the Big Picture

We’ll review the major takeaways from the day and help you understand how to get the rest of the organization on board. We’ll even provide some to-dos if you plan to attend the Google Analytics 201 course. Things you’ll learn:

  • Sharing and communicating data with email, exports, dashboards, and shortcuts
  • Introduction to strategy

A Review from Google+

Just two days and I already feel smarter! The LunaMetrics Google Analytics 101 and 102 trainings were beyond comprehensive. I’m taking tons of new ideas and strategies back to my team as a result. The days were also well organized, and our presenter was clear, thoughtful and engaging.

Emily Dulcan

Digital Director – Peace Corps – Washington, DC – August 2013

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Google Analytics 201

The Google Analytics 201 course assumes a basic familiarity with Google Analytics reports and metrics, including goals and/or Ecommerce. You should also understand the concept of campaign tagging and be able to identify different traffic types. You’ll explore advanced analysis tools and additional types of reporting in Google Analytics that go beyond the basics, from segments to Custom Reports.

Conversions & Analytics Strategy

Learn why goals and strategy are so important for gaining actionable insight from your data. We’ll also cover some of the limitations of Google Analytics tracking and other tools that can help with analysis. Things you’ll learn:

  • Identifying goals for analysis
  • Establishing a strategy for measurement
  • What are other sources of data or tools to use with Google Analytics

Custom Alerts & Real Time Reports

You’ll get a hands-on demonstration on how to use additional tools in Google Analytics for better monitoring your data and campaign performance. Learn how to use Real-Time reports for immediate insight, Custom Alerts to stay on top of trends, and annotations to keep track of your discoveries.

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. You’ll also get a brief overview of using advanced features to better target your high-priority audiences. Things you’ll learn:

  • Using the secondary dimension and pivot view in reports
  • Custom Segments
  • Custom Dimensions
  • Creating Audiences in Google Analytics

Custom Reports

You’ll learn how to use different reporting features within Google Analytics, as well as other options outside of the interface. We’ll show you how to create and configure Custom Reports and Dashboards, and we’ll also introduce you to Data Studio 360.

Advanced Reporting: Social Media & Non-Pageview Interactions

In these sections, we’ll identify social traffic and different ways that it can show up in reports. We’ll also cover ideas for tracking non-pageview engagement throughout your site, like video plays, downloads, and scrolling. Things you’ll learn:

  • Social traffic in reporting
  • Interaction tracking options: event tracking and virtual pageviews (non-technical!)
  • Event reporting

*Note: We will be talking about what events are and why they are important, but this course does not go into implementation details. We highly recommend Google Tag Manager for event tracking, and Google Analytics 301 for the more technical concepts of Google Analytics.

Advanced Reporting: Mobile Sites & Applications

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

Advanced Reporting: Conversion Attribution

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. Things you’ll learn:

  • How Google Analytics gives credit to multiple sources leading up to a conversion
  • How to view multiple sources in a conversion path
  • Different options for attribution models

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. You’ll learn how to use navigational reports to get insights into page-level funnels.

A Review from Google+

The Google Analytics training provided by LunaMetrics was really great. I took GA101, 201, and 301 and after having worked in GA for a few years already, still pulled a number of valuable insights from the sessions. Since Google Analytics is always changing interfaces and adding new reports and views, it was really helpful to have a refresher course and get reacquainted.

They helped answer questions about existing implementations, walk through commonly used reports, new reports, and even a few of the more fringe items. I’d definitely recommend their courses to people interested in gaining more insight and experience with Google Analytics.

Matt Koulas

Senior SEO Specialist – Grasshopper – Boston 2014

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Google Analytics 301

The Google Analytics 301 course covers implementing and configuring Universal Google Analytics on your website for accurate data collection. It assumes a basic familiarity with the reports and metrics in Google Analytics, as well as a familiarity with HTML; JavaScript experience is not required, but is certainly helpful to understanding the concepts we’ll be covering. Throughout the course, we’ll provide code examples and point you in the right direction to find in-depth documentation and resources for developers to implement Google Analytics properly.

If you are not a technical person, or not the person in charge of making changes to your website, this course will help you learn when to ask and how to ask for the right kind of assistance.

Configuration and Administration Training

We’ll discuss how accounts and views are organized, and best practices for giving users access to your Google Analytics data. We’ll also review different settings in the interface and how they can affect your data. Things you’ll learn:

  • Relationship between usernames, accounts, web property IDs and views
  • Best practices for user permissions
  • Property moving
  • Admin settings

Google Analytics Tracking Code

Technically, how Google Analytics measures your site. We’ll walk through how the JavaScript tracking code works with requests and cookies, as well as alternate tracking options, and advanced options with Universal Analytics. Things you’ll learn:

  • How Google Analytics collects data
  • How Google Analytics uses cookies
  • How data is processed
  • How to identify different versions of tracking code
  • Measurement Protocol

Measuring Conversion

Review of goals in Google Analytics. You’ll also get examples of how to implement ecommerce tracking code for ecommerce sites.

Non-Pageview Interactions

Using Event Tracking to track downloads, outbound links, interactive AJAX elements, and other non-pageview events. Learn how to set up virtual pageviews for hard-to-track goals, Site Search or multiple steps on a single page. Includes code examples.

Cleaning Up Your Data

You’ll learn how to use filters and views to manipulate the data in Google Analytics, including an introduction to regular expressions. Best practices for filters and profile settings including removing internal traffic and cleaning up URLs. Things you’ll learn:

  • Introduction to Regular Expressions
  • Using filters to remove internal traffic
  • Cleaning up URLs to remove query parameters and duplication

Cross Domain and Subdomain Tracking

You’ll learn how cookies work in Google Analytics and the requirements for tracking traffic across multiple domains or subdomains. You’ll get code and Google Tag Manager examples, plus a walkthrough of the steps for configuring Google Analytics and viewing the data in reports. 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

Measuring Traffic

You’ll get a deeper understanding of how Google Analytics identifies sources of traffic. Learn how this relates to campaign tagging and technical situations like redirects or ‘missing’ traffic. 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

Learn how to create Content Groupings for analyzing larger groups of your site’s content, rather than looking at metrics for individual pages. We’ll walk through each method for configuring Content Groupings and discuss examples for different types of sites.

Measuring Users

All about Custom Dimensions! You’ll review the scope of Custom Dimensions and learn how to configure them in Google Analytics, as well as get examples for bringing your own data into Google Analytics for more custom analysis. In addition, you’ll get details on enabling the User-ID feature to get access to Cross-Device reports. Things you’ll learn:

  • Implementing custom dimensions/metrics code
  • Understanding the use of custom dimensions/metrics
  • Data import
  • User-ID & Cross-Device tracking

Extracting Data

High-level overview of tools within Google Analytics, such as exporting and emailing reports in various formats, as well as an introduction to the different Google APIs and how to use them for reporting and more.

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.

Other Resources

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

Did You Get Value Out of Attending?

Absolutely – I’ve been using the tool for 2+ years and learned about features I didn’t even know were available and was able to identify areas of opportunity within our implementation.

Google Analytics 301 Attendee

Pittsburgh – January 2015

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