Google. Make Google work for you.

This introductory Google Analytics course is designed to help you and your business get more from your Google Analytics account. It also covers the transition from Universal Analytics to the new Google Analytics 4 (GA4) tool, and what this means for your website tracking.

We will show you how your Google Analytics reports can be used for better business insights, with a particular focus on conversion optimisation. That is, how to get more visitors to complete the actions you want them to make. This practical, hands-on course will help you to identify the potential things that can be done to increase conversions and therefore achieve a better return on investment.

Google Analytics is a powerful business tool that is currently going through significant change. Universal Analytics reports will be phased out by mid-2023, and the new Google Analytics 4 reporting system will become the default reporting method. This course looks at the differences in tracking and reporting, plus action needed to prepare for the new system.

You can use data insights and analytics reports to improve performance of a website and to gain a competitive advantage. In this course, we will take you through analytics account set-up options, the main data reports and tools, plus some more advanced reporting and analysis options.

You will use your own Google Analytics account during the day, so please bring along your account login details (ideally as an Admin or Edit level user).

Outcomes

By the end of this course, you should be able to:

• understand the main setup options in Google Analytics, including events and goals
• review different report options to get more from your Analytics data
• run advanced reports and analysis in Google Analytics
• look at ways to use the data to improve conversion optimisation for a website
• prepare for the new Google Analytics 4 system.

Content

• How Google Analytics can be used effectively by business websites
• The new Google Analytics 4 experience and the main differences
• Preparing for the change to GA4 tracking and reporting
• What is conversion optimisation and why is it important
• Reviewing the admin options for an account
• Tracking goals, events, ecommerce transactions and referrals
• Understanding the key statistics and reporting options in Google Analytics
• The advantages of Real-Time reports
• Creating different report views and using saved reports
• Understanding goal data and multi-channel funnels
• Advanced reporting, including segments, dashboards and custom reports
• Reviewing practical ways to gain business insights and improve conversion optimisation

Intended audience

• Business owners or marketing staff who run a website and want to achieve better results
• Anyone using Google Universal Analytics on their website
• Small business owners

Prerequisites

Some familiarity with Google Analytics is recommended, but not essential. Access to a demo account can also be provided during the course.

Delivery modes

• Face-to-face, presenter taught workshop using your own device
• Online workshop via the platform Zoom

Delivery style

Face-to-face classes

You need to bring your own device. You should ensure it is fully charged as access to power is limited. Please note that the University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.

Online classes

You need your own device.

Before the course

Please have a username and password ready to access to your own Google Analytics account. You will need to login to your own Google Analytics account (or a supplied demo account) and follow along using your own reports, plus conduct some practical exercises online.