Google Analytics 201: Advanced Analysis and Measurement

Session 1 Cleansing
Google Analytics data

• The Google Analytics page tag


• The ‘Check Status’ tool


• Useful tools and reports to help check page tagging


• Google Analytics ‘Accounts’ and ‘Profiles’


• Editing ‘Account settings’


• Complying with the Google Analytics ‘Terms of Service’


• Exporting your data for analysis and cleansing


• Creating duplicate ‘Profiles’*


• Cleansing your data by excluding URL query parameters*


• Cleansing your data using Google Analytics Filters*


• Predefined Filters to exclude internal traffic*


• Predefined Filters to zoom into data*


• Understanding ‘Sampling’*


• Using Filters to negate sampling*
  

Session 2 – Key Performance
Indicators (KPIs) Conversion Path
Optimisation

• Common website Key Performance Indicators (KPIs)


• Setting Key Performance Indicators (KPIs) for your site


• Setting and building ‘Goals’ for your site*


• Setting and building ‘Funnels’ for your site*


• The Google Analytics virtual pageview counter


• Configuring a complex ‘Goal’*


• Placing a value on a ‘Goal’*


• ‘Goal’conversion rate and ‘Funnel’ conversion rate


• Building multiple goals to optimise conversion


• Using the ‘E-commerce’ report suite’


• Finding your most valuable content with the ‘$index’ tool


• Creating and sharing custom ‘Intelligence’ alerts


• Really useful custom ‘Intelligence’ alerts


• Creating and sharing custom ‘Advanced Segments’


• Really useful ‘Advanced Segments’


• Creating ‘Advanced Segments’ from ‘Intelligence’ Alerts


• Identifying problems with ‘Bounce Rate’


• Identifying problems with ‘Exit Rate’


• Identifying problems with entrance paths
  

Session 3 – Optimizing
your Google Analytics implementation

• Configuring ‘Site Search’


• The Google Analytics virtual pageview counter and site search


• Analyzing ‘Site Search’


• The ‘Map overlay’ report and IP addresses


• Why Google Analytics uses cookies?


• Google Analytics’ cookies


• Cookies in multiple domains and sub-domain environments


• Understanding cookie corruption and the affect on Google Analytics
  data


• The Google Analytics coding wizard
  

Session 4 Understanding
the value of traffic sources, engagement

• Google Analytics campaign tracking and attribution


• Analyzing Search Engine Optimization


• Analyzing Google AdWords paid search


• Analyzing other paid search campaigns


• Analyzing brand and non-brand keyword traffic
  


• Analyzing referral partnerships


• Analyzing e-mail campaigns


• Analyzing display advertising


• Analyzing Google display advertising
  


• Analyzing Facebook campaigns


• Analyzing Twitter campaigns
  


• Analyzing organizations visiting your site


• When not to use Campaign Tracking


• Tracking internal campaigns with Google Analytics


• The ‘Event Tracking’ module


• Creating and sharing ‘Custom Reports’


• Really useful ‘Custom Reports’


• Feedback and wrap-up