Google Analytics 101: Introduction and User Training

Session 1 The Google Analytics
reporting interface

• Urchin: where it all started


• Understanding the terms Pay per Click (PPC)’, Cost per Click
  (CPC, Pay for Position (PfP), Search Engine Marketing (SEM);
  and Search Engine Optimization (SEO)


• Accessing Google Analytics


• Google Analytics ‘Accounts’ and ‘Profiles’


• The Google Analytics page tag


• The ‘Status’ column


• Using the Google Analytics ‘Calendar’ and ‘Timeline’


• Using the Google Analytics ‘Table’, ‘Percentage’,
  ‘Performance’, and ‘Comparison’ views


• Creating, using and sharing ‘Annotations’


• Using the Google Analytics cross segmentation and ‘Pivot’ table
  views


• Editing, exporting and emailing your ‘Dashboard’


• Exporting and emailing Google Analytics reports


• Managing Google Analytics scheduled reports


• Understanding ‘Pageviews’ and ‘Unique Pageviews’


• Understanding and comparing ‘Bounces’ and ‘Bounce Rate’


• Understanding ‘Benchmarking’


• Understanding and comparing ‘Exits’ and ‘Exit Rate’
  

Session 2 – Tasks, Goals, Funnels
and conversion

• What is possible with web analytics?


• What is possible with Google Analytics?


• Google Analytics and your website’s goals


• Configuring a simple Google Analytics ‘Goal’*


• Placing a value on a ‘Goal’*


• The ‘$index’ value


• Key Performance Indicators (KPIs) and web analytics


• Using ‘Intelligence’ and Automatic Alerts


• Using and applying default ‘Advanced Segments’


• Creating Advanced Segments from automatic alerts
  

Session 3 – Visits, visitors,
traffic and marketing campaigns

• How Google Analytics measures visitors and visits


• The Google Analytics ‘Terms of Service’


• Exploring and understanding the ‘Visitors’ report suite


• Reporting on marketing campaigns
  


• The ‘Traffic Sources’ report suite


• Understanding ‘Direct’, ‘Referral’ and ‘Search
  Engine’ traffic


• Understanding ‘Source’ , ‘Medium’, ‘Campaign’,
  ‘Content’ and ‘Term’


• Measuring e-mail campaigns


• Measuring banners and display advertising campaigns


• Measuring social media campaigns


• Measuring off-line campaigns


• Measuring Google AdWords paid search campaigns


• Traffic sources and conversion to ‘Goals’ and ‘Ecommerce’
  

Session 4 – How users interact
with website content

• Understanding the ‘Navigation Analysis’ reports


• Understanding the ‘Landing Page Optimization’ reports


• Understanding ‘In-Page Analytics’


• Understanding ‘Top Content’ and ‘Content Drilldown’


• Understanding ‘Content by Title’ and SEO
  


• Understanding the ‘Goals’ report suite


• The three business goals


• Feedback and wrap-up