Google Analytics Fundamentals Training Course for Marcom
Confidently using and interpreting Google Analytics reports and data
- Duration: 1 day
- Level: Beginner
- Availability: In-company
- Delivery: Classroom or Virtual
- Languages: English, Dutch, French, German
With almost 80% of companies using it, Google Analytics has become THE preferred solution for measuring the impact of online marketing. Yet, in many companies, Google Analytics is not used to its full potential. Often, this is due to a lack of knowledge or ability to fully exploit Google Analytics’ features.
This programme seeks to close knowledge and skills gaps and to make you feel comfortable in using Google Analytics for reporting on your online marketing and communications performance and to answer business questions.
What you will learn
- Configuring Google Analytics properties and views
- Configuring events and goals to track strategic outcomes
- Correctly interpreting Google Analytics reports and data
- Measuring and monetising channel and campaign performance
- Understanding content engagement and user journeys
- Setting up stakeholder reporting using custom reports and dashboards
Programme
Getting started
- How does Google Analytics track user behaviour? Which data are collected?
- Understanding the limitations of tracking with browser cookies
- Understanding Google Analytics terminology such as user, session, hit, bounce rate
- Understanding channel tracking
- Setting up campaign tracking
Essential Google Analytics features
- User management
- Setting up filters
- Integrating Google Ads
- Improving organic search insights using Search Console
- Tracking on site search terms
- Defining a remarketing campaign
- The basics of tracking e-commerce activity
- Setting up goals and funnels to track your conversions
Navigating and drilling into Google Analytics reports
- Graph and table visualisation options
- Using primary and secondary dimensions to obtain granular insights
- Applying segments and advanced filters for deeper insights
Understanding your visitors
- Overview of key visitor reports, including visitor demographics, visitor behavior and mobile traffic reports
- Visualising the visitor journey with User Flow charts
Understanding your traffic channels
- 360° traffic channel performance reporting
- Organic and paid search (Ads) performance insights
- Social media performance insights
- Campaign performance insights
Understanding your content performance
- Overview of page performance reports
- Improving your website download time using Site Speed reports
- Analysing onsite search engine activity
- Tracking on page events (button clicks, link clicks, downloads etc.) using event tracking
- Tracking embedded video engagement within Google Analytics
Measuring online success
- Analysing goal performance
- Using conversion funnel visualisation to uncover where visitors leave your critical processes
- Overview of e-commerce reports
Customising your reporting
- Building your own custom reports
- Build your own Google Analytics KPI dashboard
- Dashboard automation
- Export and email functionalities
Target audience
- Digital marketeers
- Website owners / product owners
- Marketing and communications staff
- Content editors / web editors
- Business Analysts
Remco has been practicing digital marketing since it came into existence. He has a wealth of digital marketing expertise and an extreme focus on measuring results. Over the past 20 years, Remco has been working with companies large and small, b2c and b2b, for-profit and non-profit in Western Europe. His track record features Telenet, Orange, GAMMA, Brouwland, Connections, Bridgestone Europe, DPG Media, Cargill, Cathay Pacific, Westminster Abbey, and many others. Remco was a digital marketing lecturer at the HZ University of Applied Sciences and loves sharing his knowledge and experiences in training courses, workshops, and presentations. He even addressed a United Nations WTO conference.
