Audience
This course has been designed for intermediate and advanced users of Google Analytics who would like to understand the more sophisticated tools applicable to e-Commerce.
Prerequisites
Delegates should be confident using the standard reports in Google Analytics. These skills are taught in our Google Analytics course.
Delegates must bring their own Wi-Fi enabled laptops to access their Google Analytics data during practical sessions.
Duration
1 day. Hands on.
This course is available on site only. Please call for details.
Course Objectives
This course uses the delegate’s own analytics data and will cover advanced implementation of code, how the code works and how to effectively use reports to track return on investment.
The course will dive directly into more sophisticated tools like advanced campaign tracking, advanced segments and custom reports. Attendees will learn how to use multi-channel funnels, model comparisons and how to build powerful reports outside of the standard metrics. At the end of the course delegates should confidently understand how Google Analytics collects data and be able to make key business decisions based on report insights.
Course Content
Overview
Analytics review and catch up.
Architecture and processes.
Universal Analytics
Overview.
The new measurements protocol and analytics.js.
The HTTP reference.
Using the analytics.js library.
Importing off-line conversions.
Dimension widening.
Google Tag Manager
Overview.
Tags, rules and macros.
Using the Data Layer.
Cookies
The Google Analytics Cookies and what they do.
Universal Analytics Cookies.
Goals and Funnels
Dynamic goals.
Cross-domain tracking.
Shopping cart funnels.
RegEx.
Advanced Profile/Filter Combos
Segmenting traffic.
Testing.
Raw Data profiles and other advanced situations.
Advanced Tracking
Marketing campaign tracking.
Advanced Custom segmentation.
Event tracking and non – interaction event tracking.
Outbound link tracking.
Custom Variables / Custom Dimension and Metrics
What are custom variables?
What are custom dimensions?
Examples of tracking with custom variables.
Advanced Reporting
Advanced Segments.
Assessing the value of your SEO campaigns.
Assessing the value of Paid search.
Assessing the value of Social.
Re-assessing the value of your traffic with multi-channel funnels.
We will also cover display, email and referral if relevant.
Custom reports.
Site Search report.
Building powerful ecommerce reports.
Custom intelligence alerts.
Experiments
Using content experiments to run A/B split tests on pages.
Setting up content experiments.
Exploring and understanding content experiments reporting.
Code Customizations
3rd party developed.
Unsupported techniques and .js additions or modifications.
Introduction to Urchin Software.
urchin.js, ga.js and analytics.js.
Tracking parameters.
Data injection with campaign tracking, pageviews, events, custom variables and e-commerce.
Debugging Analytics Code Errors
Using firebug, httpFOX and the Google Analytics debugger.