Learn the complete range of Google Analytics interface features for better reporting and insight, as well as the required implementation and configuration steps for correctly tagging traffic sources, tracking user behavior, and measuring success.
The course is designed to take you past the default usage of Google Analytics so you can gain better insights and take more action to drive improvement. In addition to advanced reporting features, the course deep-dives into essential competencies such as campaign tracking and audience segmentation, and also provides a solid introduction to flexible, customizable analytics and marketing code deployment through Google Tag Manager.
Prerequisites
- Familiarity with the terms defined in the Google Analytics visual glossary
- Introduction to Google Analytics class, familiarity with the Google Analytics University modules outline, which will be sent to those enrolled in the session
Topics include:
Reporting Interface
- Which Reports Are Most Important?
- Secondary Dimensions
- Advanced Filtering
- Pivot And Comparison Display
- Comparing Date Ranges and Metrics
- Navigation Summary and Behavior Flow
Goals and Funnels
- Mapping Goals to Your KPIs
- Understanding Conversion Metrics
- Configuring Goal Funnels
Acquisition Reports
- Acquisition Terminology
- Helping Google Analytics with Campaign Tags
- Channel Customization
- Tracking Internal Campaigns
- Allocating Conversion Credit to Supporting Channels
Segmentation
- Why Aggregation Is The Enemy
- Segmentation Based on User Characteristics and Behavior
- Reporting by Audience Constituency: Prospective Students, Faculty, and Staff
Google Analytics Implementation through Google Tag Manager (GTM)
- GTM Core Concepts (Container, Tags, Triggers)
- Google Analytics Pageview Tag
- Tracking Non-Pageload Behavior (Offsite Links, Download, Predictive Search)
- GTM Variables and Data Layer
- GTM Workspaces
