About the course

After taking this course you will be confident using reports in Google Analytics, you will understand what the data is showing and how to measure the impact of your marketing campaigns.

This comprehensive (and practical) course will build your knowledge and skills. Learn how to report and analyze how people are finding your website, who they are, and what they’re doing.

What will I learn in the course?

  • Learn how to master Google Analytics
  • Understand Google Analytics terminology
  • Use reports and interpret your data 
  • Identify opportunities to improve campaigns
  • Build dashboards and measure conversions
  • Best practices for setting up Google Analytics

Your Instructor

Co-Founder, Loves Data

Benjamin Mangold

Benjamin Mangold co-founded Loves Data and he is an internationally recognized expert in digital analytics and marketing. He has been working with Google Analytics, Google Ads, Google Tag Manager, Google Data Studio, and other Google products for over twelve years. He has trained and consulted for companies like 3M, Fuji Xerox, and Google. As your course instructor, he will teach you practical techniques, from setup and configuration, right through to improving your website and your marketing campaigns.

Course curriculum

  • 1

    Fundamentals

    • Welcome to the course

    • Introduction to Google Analytics

    • Using a measurement plan

    • Getting started with Google Analytics

    • Account structure

    • Google Analytics terminology

    • Quiz: terminology

    • Calculating time

    • How Google Analytics works

    • Interface features

    • Walk-through: interface features

  • 2

    Reports

    • Walk-through: home report

    • Walk-through: realtime reports

    • Walk-through: audience overview report

    • Walk-through: lifetime value report

    • Walk-through: active users report

    • Walk-through: cohort analysis report

    • Walk-through: audiences report

    • Walk-through: user explorer report

    • Walk-through: demographics and interests reports

    • Enabling the demographic and interest reports

    • Walk-through: geographic and language reports

    • Walk-through: behavior reports

    • Walk-through: technology reports

    • Walk-through: mobile reports

    • Walk-through: benchmarking reports

    • Walk-through: user flow report

    • Acquisition reports

    • Walk-through: acquisition overview report

    • Walk-through: channels report

    • Walk-through: treemaps report

    • Walk-through: source/medium report

    • Walk-through: referrals report

    • Walk-through: Google Ads reports

    • Walk-through: Search Console reports

    • Social reports

    • Walk-through: social reports

    • Walk-through: campaigns reports

    • Behavior reports

    • Walk-through: behavior reports

    • Exercise: content navigation

    • Walk-through: site speed reports

    • Site search

    • Walk-through: site search reports

  • 3

    Campaigns

    • Tracking campaigns

    • Best practice for tracking campaigns

    • Quiz: tracking campaigns

    • Linking Google Ads

    • Conversions in Google Ads

  • 4

    Customization

    • Metrics and dimensions

    • Quiz: metrics and dimensions

    • Creating dashboards

    • Walk-through: creating a dashboard

    • Resources: dashboards

    • Creating custom reports

    • Walk-through: creating a custom report

    • Resources: custom reports

    • Export data

    • Adding notes

    • Segments

    • Custom segments

    • User and session segments

    • Data scopes

    • Walk-through: segments

    • Quiz: segments

    • Exercise: segments

    • Sharing assets

  • 5

    Conversions

    • Introduction

    • Identifying goals

    • Assigning value

    • destination goals

    • additional goal types

    • Walk-through: conversion reports

    • Quiz: goals

    • Ecommerce tracking

    • Walk-through: ecommerce

    • Understanding attribution

    • Attribution models

  • 6

    Advanced

    • Best practices for administration

    • Quiz: administration

    • Default page

    • Regular expressions

    • Quiz: regular expressions

    • Examples of regular expressions

    • Exercise: regular expressions - part one

    • Exercise: regular expressions - part two

    • Filtering data

    • Filter order

    • Walk-through: filters

    • Quiz: filters

    • Event tracking

    • Examples of event tracking

    • Data import

    • Uploading cost data

    • Google Tag Manager

    • Setting up Google Tag Manager

    • Walk-through: tracking pages with Google Tag Manager

    • User ID

    • Measurement protocol

  • 7

    Bonuses

    • Overview of App + Web properties

    • Parallel tracking

    • Walk-through: parallel tracking

    • Lesson summaries

  • 8

    Conclusion

    • Discussion area

    • Thank you