Curriculum

Google Analytics and Tag Manager Training Course Details

Enroll for one or both days

Daily Agenda and Breakdown

For more details and the agenda of each day, click one of the following:

Training Outline:

  • Learn how to use Google Analytics to gain real, actionable insights into your website, to meet the expectations of your visitors, and to steadily generate more revenue, leads, and engagement
  • Understand the benefits of Google Tag Manager
  • Master the techniques for comprehensive data capture and avoid the gaps in a default Google Analytics implementation
  • Eliminate passive reporting and use Google Analytics instead to drive measurable progress towards your organization’s KPIs (Key Performance Indicators)
  • Outcome-focused, practical, and hands-on
  • An interactive, supportive, and effective end-to-end learning experience
  • Optionally take the final test (online, up to one month after your training) to validate your learning, and review correct/incorrect responses and detailed answer explanations

Recommended for…

  • Marketers responsible for using Google Analytics to generate greater ROI from search engine optimization, paid search, email, and other marketing initiatives
  • Web administrators or developers responsible for effective Google Analytics implementation at the coding and configuration level
  • Anyone seeking immersive, comprehensive training in Google Analytics and Google Tag Manager as a foundation for improving visitor experience and driving ongoing, bottom-line website optimization

Benefits of enrolling for both days

Days 1 and 2 are designed to complement each other, but each day does offer a separate curriculum.

If you enroll in both days…

  • you receive a 10% discount off single-day pricing (which can be combined with early-bird discount)
  • you can optionally submit a three-month Google Analytics development plan (up to two weeks after your training) for review by your instructor
  • after three months, you can review progress on your development plan with your instructor and set longer-term objectives
 

Day 1 – Agenda: Google Analytics Implementation and Configuration

8:30 AM – 9:00 AM Meet and Greet, Laptop Setup, Breakfast (Meals will be provided)
9:00 AM – 10:30 AM Morning Session 1:

  • Google Analytics tracking code overview
  • Google Tag Manager core concepts: container, tag, trigger, variable, and data layer
  • Installing Google Analytics through Google Tag Manager
  • Tracking standalone pages vs. template-based websites
  • Verifying the tracking code / troubleshooting
  • Cross-domain, subdomain, and roll-up reporting
  • Migrating to Google Tag Manager and Google Analytics Universal
  • Google Analytics Universal features
  • Privacy
10:30 AM – 10:45 AM Morning Break
10:45 AM – 12:15 PM Morning Session 2:

  • Account structure
  • View settings and filters
  • Consolidating page variations for easier reporting
  • Bot filtering
  • Excluding internal traffic by IP address
  • Administrator vs. read-only account access
  • Core Google Analytics security practices
  • Limiting access to subsets of your Google Analytics data
  • Recovering deleted assets
12:15 PM – 1:00 PM Lunch (Meals will be provided)
1:00 PM – 2:30 PM Afternoon Session 1:

  • Impact of cookie deletion and private browsing on Google Analytics metrics
  • Tracking mobile pageviews and calls
  • Virtual Pageviews and Events
  • Social configuration
  • Basic and enhanced ecommerce configuration
  • Specialized Google Analytics tagging through Google Tag Manager
2:30 PM – 2:45 PM Afternoon Break
2:45 PM – 4:15 PM Afternoon Session 2:

  • Campaign parameters
  • Enhanced Link Attribution for In-Page Analytics
  • Tracking video, scrolling, and offsite links
  • Tracking multi-screen AJAX processes
  • WordPress and blog tracking
  • Using custom dimensions and content groups to help Google Analytics speak your language
  • Overview of mobile app tracking
  • Google Tag Manager environments for development-to-live workflow
  • Google Tag Manager access rights and best practices for publishing
4:15 PM – 5:00 PM Q&A, Open Discussion, Assignment Help, Refreshments

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Day 2 – Agenda: Google Analytics Reporting for Actionable Insights

8:30 AM – 9:00 AM Meet and Greet, Laptop Setup, Breakfast (Meals will be provided)
9:00 AM – 10:30 AM Morning Session 1:

  • Dimensions and metrics
  • KPIs and Goals
  • Goal and funnel configuration
  • Engagement goals for content vs. action goals for specific user interactions
  • Using page value to identify pages that are supporting conversion
  • Using the Multi-Channel Funnel report to identify earlier channels that are assisting later conversions
10:30 AM – 10:45 AM Morning Break
10:45 AM – 12:15 PM Morning Session 2:

  • Using secondary dimensions to achieve richer insights
  • Date comparisons
  • Metric comparisons
  • Table filters
  • Understanding calculation of Time and Page and Average Session Duration
  • Isolating metrics with the Comparison and Pivot Displays
  • Using segments to measure the impact of specific behaviors (e.g. pages and events) on conversion
  • Mapping your user constituencies to Google Analytics to amplify conversion trends
12:15 PM – 1:00 PM Lunch (Meals will be provided)
1:00 PM – 2:30 PM Afternoon Session 1:

  • Traffic sources
  • Applying campaigns tags for accurate and specific acquisition data
  • AdWords and Autotagging
  • Google Search Console integration
  • Social Reporting
  • Gaining direct insights with Site Search
  • Location and language
  • Channel customization for better traffic bucketing
  • Custom reports for streamlined metrics
2:30 PM – 2:45 PM Afternoon Break
2:45 PM – 4:15 PM Afternoon Session 2:

  • Creating annotations to maintain a critical timeline for your analysis
  • Dashboards and Shortcuts
  • Configuring Intelligence Alerts for proactive notifications of changes in your Google Analytics data
  • Exporting and sharing
  • Real-time reports
  • Navigations Summary and flow reports
4:15 PM – 5:00 PM Q&A, Open Discussion, Assignment Help, Refreshments

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