Google Analytics Training

Harness the power of Google Analytics

Accredited and promoted by Google, Seminars for Success are led by Google approved, independent and unbiased search marketing professionals – accredited Seminar Leaders.

Whether you're new to on-line marketing or a seasoned veteran, ivantage's introductory and advanced Google Analytics seminars will help you to:

• Understand and interpret Google Analytics reports
• Focus on reports that are relevant to your business and your role
• Take action to improve your website's marketing and commercial performance
• Take action to improve your Google Analytics' implementation

What's included in the price?

In addition to professional training from an experienced, practising Google approved Seminar for Success Leader your training includes:

• Refreshments throughout the day and lunch
• A Slideshare.net invitation with the seminar's slides, regularly updated
• Email support from ivantage for 60 days after the course
• A Google branded USB memory stick
• A £50 Adwords advertising credit for new Adwords advertisers
• One free book for every day attended from a choice of:
  • "Google Analytics - An Hour a Day", by Avinash Kaushik
  • "Advanced Web Metrics with Google Analytics", by Brian Clifton
  • "Winning Results with Google Adwords", by Andrew Goodman
  • "Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity", by Avinash Kaushik

What's the format of the training?

The seminars are hands-on courses where attendees use their own Google Analytics account and their own data, completing exercises under the direction of an experienced instructor. In our opinion, this format is the most effective for adult learning and knowledge retention. Our seminar leader presents material using PowerPoint, engaging students with relevant theory, practical examples and exercises to reinforce key concepts.

Should I just attend day 1 or day 2 as well?

Attending both days will enable your understanding of Google Analytics to leap forward, providing you with invaluable knowledge.

What are the benefits of attending?

After successful completion of Day 1 – Analytics: Introduction & User Training, students will be able to understand how Google Analytics can be used to accurately analyse how visitors arrive at their website, how they behave and the ways in which they interact with their website’s content.

After successful completion of Day 2 – Analytics: Advanced Technical Implementation, students will be able to configure Google Analytics for all but the most complicated of websites.

What's the detailed syllabus and session timings?

Both days are split into four sessions, separated by a fifteen minute break in the morning and afternoon, and a one hour lunch break. Registration opens at 9:00am and sessions start promptly at 9:30am with the day finishing at 5:00pm.

Day1 - Analytics: Introduction & User Training

Session 1 – The Google Analytics reporting interface

• Google Analytics: A history
• Search marketing jargon: paid search (PPC, CPC, PfP), organic (natural) search and SEO
• Accessing Google Analytics
• The Google Analytics Tracking Code snippet
• The Google Analytics Terms of Service
• The Google Analytics reporting delay
• How well tagged is your site?
• The Google Analytics Dashboard
• Google Analytics dimensions, metrics, graphs, calendars and tables
• The “Annotations” tool
• The “Visualisation” tool
• Editing your Dashboard
• E-mailing your Dashboard
• E-mailing your Dashboard to colleagues
• E-mailing your Dashboard in accordance with a schedule
• Exporting your Dashboard
• E-mailing and exporting Google Analytics reports
• Google Analytics Benchmarking

Session 2 – Tasks, Goals and Funnels

• What is possible with Web Analytics?
• What is possible with GA?
• Google Analytics and your website’s Goals
• Placing a value on a goal
• The $index value
• Key Performance Indicators (KPIs) and your site
• Google Analytics and Key Performance Indicators (KPIs)
• The “Intelligence” tool
• The “Intelligence” and “Visualisation” tools combined
• Configuring a simple goal
• What should your website’s KPIs and Goals be?

Session 3 – Visits, visitors, traffic and website campaigns

• How does GA measure visitors?
• The “Visitors” report suite
• Reporting on your marketing campaigns with the “Traffic Sources” report suite
• Using “Campaign Tagging” and defining your own Campaign, Source, Media, Content and Term
• Tagging e-mail campaigns
• Tagging display advertising
• Tagging non-Google cost-per-click (CPC) campaigns
• Tagging off-line advertising
• Integrating Google Adwords and Google Analytics
• Tagging Google Adwords campaigns
• Reporting on Google Adwords performance with Google Analytics
• When not to use campaign tagging

Session 4 – Interaction with your website content

• The “Content” report suite
• The “Site Overlay” tool
• Reporting content users first interact with using the “Entrance Paths”, “Entrance Sources” and “Entrance Keywords” reports
• Reporting content users interact with using the “Navigational Summary report, Top Content and “Content Drilldown” reports.
• The “Goals” report suite.
• Reporting on-site searches users conduct with the “Site Search” tool
• Using, building and displaying “Custom Reports”
• Using, building and applying “Advanced Segments”
• Applying “Advanced Segments” to “Customer reports”
• Getting help, support and advice for Google Analytics

Day 2 - Analytics: Advanced Technical Implementation

Session 1 – Users, access, accounts, profiles and account configuration

• Understanding and auditing Google Analytics users
• Understanding and creating new Google Accounts
• The Google Analytics Tracking Code (GATC) and versions
• Checking your Google Analytics Tracking Code status
• Assessing the health of your Google Analytics implementation
• The ‘Referring Sites’ and ‘Referral Path’ reports
• The ‘Hostnames’ report
• The ‘Browser and OS’ report
• Creating new Google Analytics Accounts
• The Google Analytics Terms of Service and privacy
• Configuring the Google Analytics Account settings
• Creating new Profiles
• Duplicating existing Profiles
• Adding, removing and modifying users

Session 2 – Profile configuration, filter administration and best-practice deployment

• Configuring Profile settings
• Turning-on and configuring the ‘Site Search’ module
• Turning-on the ‘E-commerce’ module
• Basic filter administration using predefined filters
• Advanced filter administration using custom filters
• Advanced filter administration using cascading filters
• Account and Profile structure: deployment considerations
• Collecting data into multiple Google Analytics Accounts
• Collecting data into multiple Google Analytics Profiles

Session 3 - Configuring complex goals, advanced page tracking, event tracking and E-commerce

• Understanding and using the pageTracker: ._trackPageview() and urchinTracker()
• Tracking complex goals with Google Analytics
• Tracking website server errors with Google Analytics
• Tracking downloads with Google Analytics
• Tracking Flash, video and other rich media with Google Analytics
• Tracking outbound clicks, mailto events, on-site banners, form completions and other on-page objects with Google Analytics
• Understanding and using the "Event Tracking" module
• Understanding and using the "E-commerce" module

Session 4 - Google Analytics visitor tracking, common corruption issues and best-practice coding

• The Google Analytics visitor tracking technology
• Understanding Google Analytics cookies
• Diagnosing cookie corruption with Internet Explorer, Firefox and Chrome
• Understanding “Campaign Tagging” and Google Analytics cookie behaviour
• Considering “Campaign Tagging” and Search Engine Optimisation
• Understanding Google Adwords Auto-tagging and Google Analytics
• Coding Google Analytics for one domain with multiple sub-domain visitor transitioning
• Coding Google Analytics for multiple top level domain visitor transitioning
• Coding Google Analytics cookie paths and domains for multiple Account and Profile deployment
• Understanding the Google Analytics Coding Wizard.
• Coding Google Analytics to recognise existing “Campaign Tagging” standards
• Coding mobile specific websites for Google Analytics tracking
• Understanding and modifying the Google Analytics organic search engine recognition system
• Understanding and using Google Analytics code modifications
• Understanding and using the multiple “Custom Variables” modules
• Getting help, support and advice for Google Analytics

Who are the instructors?

Most of our Google Analytics workshops are delivered by Matt Trimmer, Principal Consultant and Managing Director of ivantage, who brings his practical consulting experience and passion for the Internet into the classroom to vitalize the sessions. Read Matt's biography on our team page. Matt is a Google Analytics Seminar Leader.

To give Matt an occasional break, Sharron Lonsdale replaces him as the instructor. Sharron is a Senior Consultant at ivantage and possesses a thoroughness and attention to detail which ensures that students do not leave a course without having got the most from it. Read Sharron's biography on our team page.

I would like to talk to the instructors before I attend, how do I do that?

Please contact the instructors directly (see below) or, for sales information, call + 44 (0) 870 752 1066.

Matt Trimmer +44 (0) 7786 930 032	Sharron Lonsdale +44 (0) 20 3008 7305

I would like some more information before I attend, how do I get that?

Feel free to contact us now to discuss your requirements

How do I book?

Please select a suitable date to attend from our list of courses and enter the number of tickets you require, and then select "Order Now". All our public training courses can then be paid for by credit card using Google Checkout, or payment by invoice may be requested.

Are there any pre-requisites for attending?

Students will require online Administration access to an active (recording some data) Google Analytics account throughout the courses. You can attend the advanced course only if you have previously attended the introduction course.

What are your Terms and Conditions?

Our training terms and conditions can be read here and you will be asked to accept these terms and conditions in order to secure your booking.

Can these courses be run on-site at my company?

Yes, private on-site training courses represent better value with an audience of three or more students and allow the instructor to focus on the client’s specific website, environment and challenges. We run private, on-site Google Analytics workshops virtually every week.

Courses work best in a quiet training room, where students should be individually equipped with Internet-connected PCs. In the absence of an on-site training room, a board room or meeting room works well with attendees bringing their own laptops with them or using previously set-up desktop PCs.

Feel free to contact us now to discuss your requirements.

What did previous attendees say about the training?

Please see our latest reviews on the Google Solutions Marketplace.

"The tutors were very good and credible"

Web Master, Mydish.co.uk

"Superb overview of a complex tool - so clear even a marketing bloke could understand it!"

Web Manager, Holiday Property Bond

"Matt was a very competent and informed trainer. Very useful course."

Senior Manager, Capita

"It was a good introduction (despite having used some Google analysis tools before)."

Programme Manager, Loyalty Management Group

"Engaging and interesting course. Very relevant to my role within the organisation."

Manager, The National Strategies

"Thank you for coming along yesterday for the Google Analytics training, the guys asked me to let you know that they thoroughly enjoyed it and found it very beneficial."

PA to Senior Management, Miniclip.com

"Just a quick email to say thanks for coming up here to Skipton to run the course. The feedback I've had this morning has been excellent, all were really impressed, not only with the course, but also your in-depth knowledge of the product and industry experience. We've already organised a meeting for next week to discuss what changes she would like to make to the existing MI produced. Thanks again for your help."

Systems Development Manager, Skipton Building Society

"Thank you very much for your lovely email, Sharron. I have spoken to the team and they thoroughly enjoyed the training yesterday, they found it very informative and can see how it will be of immediate benefit. I was very impressed with the preliminary research you had done on their site analytics as it made the course much more tailored to their needs and therefore very applicable."

Internet Channel Manager, Westfield

"I’m pleased to tell you that I thought the training was fantastic and the team thoroughly enjoyed the day."

Team Leader, CIPFA