Business Insights with Google Analytics Course

Google. Make Google work for you.

COVID-19 update: arrangement of our courses

We are now delivering courses both online and in-person. Please check the delivery format for each class before you enrol.

Please note that course materials for all classes (excluding prescribed textbooks) are shared electronically within 48 hours of a course starting. Printing is not available.

This short course is designed to help companies get more from their Google Analytics account, by looking at the ways Analytics reports can be used for better business insights, with a particular focus on conversion optimisation – 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, but it is often not being used to its full potential by online companies who should be analysing and improving the performance of a website to help gain a competitive advantage. In the context of discovering new business insights and improving conversion optimisation, this course takes you through the set-up options, the main data reports and tools, plus some more advanced reporting and analysis options to help you identify the key areas of interest for your business.

You will be able to login to your own Google Analytics account to follow the course content and to undertake tasks during the course of the day, so please bring along your account login details (ideally as an Admin User).

Outcomes

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

• understand the main setup options in Google Analytics, including 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.

Content

This course covers the following topics:

• how Google Analytics can be used effectively by business websites
• what is conversion optimisation and why is it important
• reviewing the admin options for an account
• the pros and cons of using profiles and filters
• 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 Analytics on their website
• Small business owners

Prerequisites

Some familiarity with Google Analytics is recommended, but not essential.

Delivery style

Delivery options:

• Presenter-taught workshop in a computer lab on University premises.
• Online training via the platform Zoom.

You will need to login to your own Google Analytics account (or a supplied demo account) and follow the presentation using your own reports, plus conduct some practical exercises online.

Before the course

Please come ready with a username and password to access to your own Google Analytics account.

Please bring a USB flash drive to class if you would like to make a copy of your work or any relevant class materials. Alternatively, you can save these to a cloud storage space or email them to your personal email address.