Google Analytics Course - Sydney, Melbourne, Brisbane and Perth
This full-day 'Google Analytics for Business' course will be be run in Sydney, Melbourne, Brisbane and Perth approximately every 5 weeks, starting in January 2018. The program is aimed at an intermediate level with a focus on campaign tracking, return-on-investment analysis and reporting (for paid and unpaid social media campaigns in particular). Some basic familiarity with Google Analytics is advised.
Account Set-Up and Filters
Methods for inserting the GA tracking code in your website or blog, and testing the code install. Structure property settings for multiple web properties, and create one or more filtered views for each website, microsite or blog (including filtering all traffic from your own people).
Grant and manage levels of guess access at account, property and view level to third parties such as agencies or consultants.
Course exercise: create a measurement plan for your own organisation. Identify your business objectives, strategy, tactics and your key performance indicators (the metrics you'll be monitoring and reporting on).
Goal and Event Tracking Set-Up
Set up of your website goals and events and install monetary conversion values for each. Course exercise: calculate the Australian dollar value for your non-monetary conversion actions.
External Campaign Tracking Using Campaign URL's
Track all types of campaign click-thru's to your website by creating simple campaign URL's (sometimes referred to as UTM's). Cross-reference your inbound campaign traffic with your goal and event data and attribute the conversion values backwards to the campaign medium, source and name for return-on-investment analysis.
Social Media Campaign Tracking
Install campaign URL's into any of your social media organic posts and ads. We'll review where and how trackable campaign URL's can be installed across Facebook, LinkedIn, Twitter, Instagram and YouTube.
Landing Page Optimisation
Landing page considerations to increase your website conversion rates.
Create segmented campaigns via Google AdWords targeting people who have already visited your website.
Identifying High-Value Traffic sources
Analyse which mediums and sources of traffic engage with your website in the most meaningful way.
Aligning Site Content for Search & Engagement
Analyse and assess the relative performances of different types of content, and how these findings can influence a future content strategy.
Schedule recurring reports to be emailed automatically to yourself or others.
Create your own custom reports.
Create custom segments, reports and dashboards.
Incorporate advanced tracking for e-commerce websites.
Google AdWords Reporting
Associate your Google AdWords account with your Google Analytics account for advanced AdWords campaign return-on-spend analysis.
Advanced Data Segmentation
Set up advanced segments on-the-fly, and how they can be used to answer specific questions and form specific metrics
Google Tag Manager
An introduction to Google's tag management system that allows you to quickly and easily update marketing tags - such as Facebook pixels - on your website yourself... without getting the IT folk involved!