Lesson 1a – Course Overview & Initial Skills Assessment

– Explanation of Course

– Open Skills Assessment

– Pre-Course Survey

– Importance of Analytics

— Understanding Digital Analytics

— Discovering Your Customers Journey (Traditional Conversion Funnel vs Customer Focused Decision Path)

— Building Your Analytics Infrastructure

— Capturing Data:  Qual & Quant

— Pairing Site Actions to Business Objectives

— Continuous Improvement Cycle (M.R.A.T.)

– Essential Analysis Techniques

— Segmentation & Context

– Conversion Types and Attributes

— Macro vs Micro

— Marketing Attribution

— Last-click Attribution

– Google Analytics Sandbox

Beginner

Lesson 2 – Developing Your Plan for Measuring Site Success

– Building a Solid Team or DIY

– Defining Your Measurement Plan

– Documenting Technical Considerations

– Create an Implementation Plan

– Implementing Your Tracking Code

– Maintaining & Refining Data Collection & Reports

– Exploring Models for Designing a Robust Measurement Plan

— Document Business Objectives

— ID supporting Strategy & Tactics

— Selecting the metrics for your KPI’s

— Deciding how to segment your data

— Selecting Targets for your KPI’s

Lesson 3 – Four basic components of Google Analytics

– Collection

– Processing

– Configuration

– Reporting

Lesson 4 – Key Metrics and Dashboard Jargon

– Data Types:  Dimensions vs. Metrics

– Visitors

– Visits

– Pageviews

– Events

– TIme-Based Metrics

– Bounce Rate

– Event Tracking

Intermediate (Hands On)

Lesson 5 – Tagging Your Site with Google Analytics Code

– Setting up your Google Analytics Profile

– Verifying Setup

– Tagging Options

Lesson 6 – Best Practices for Building Your Account Structure

– Accounts > Properties > Views

– Managing Access

– Roll-up Reporting

– Importance of Unfiltered, Master & Test Views

Advanced

Lesson 7 – Filtering data for your business

– Using filters to include data, exclude data and customizing reports

– Understanding how filters work

– Excluding internal employee traffic

– Setting up filter conditions

– Predefined vs custom filters

— exclude filters

— lowercase filters

— include filters

— uppercase filters

— advanced filtering to replace, remove and/or combine fields for complex reporting

– Building Your Library

– Best Practices for filtering data

Lesson 8 – Goals and Ecommerce

– Conversions:  Macro vs Micro

– Enabling Goals to measure conversions

– 4 Goal Types (within 2 measures)

— Measuring User Actions

— Destination Goals

— Event Goals

— Measuring User Engagement

— Pages per Visit Goal

— Duration Goal

– Set Up Your Goals

– Verifying Your Goals

– Placing Values on Your Goals

– Defining Your Goal Funnels

– Multi-Channel Funnel Reports

– Ecommerce Reporting

– Ecommerce Tracking Set Up

– Tracking Comparison:  Goal vs Ecommerce in Google Analytics

Expert

Lesson 9 – Marketing Campaign Tracking

– Tie conversions & revenue to marketing investment

– Campaign Dimensions / User Attributes

— Source

— Medium (Defaults)

— ‘Organic’ Traffic

— ‘Referral’ Traffic

— ‘None’

– Customizing Campaign Tracking with 5 Link Tags (3 Essential, 2 Optional)

— Essential

— Source

— Medium

— Campaign

— Optional

— Term (Keywords)

— Content (Versions)

– Google Analytics URL Builder

– Auto-Tagging with Google AdWords

– Predefined Channels

— Direct

— Email

— Social

— Organic

— Display

– Finding Meaningful Campaign Information in Reports

– Using Dimensions in Custom Reports & Custom Dashboards

Lesson 10 – Traffic Reports

– Reporting Overview

— Dates:  Ranges, Comparison, Graphs & Annotations

— Dimensions:  Primary & Secondary

— Metrics:  Site Usage, Goal Set & Ecommerce Tabs

— Table Filters

— Data Visualization:  Data, Percentage, Performance, Comparison & Pivot Views

— Plotting Rows, Expanding Row Counts & Using Shortcuts

– Audience Reports

– Acquisition Reports

– AdWords Reports

– Behavior Reports

– Custom Reports & Dashboards

Master

Lesson 11 – ROI Reports

– Goal Flow Reports:  Setup & Navigation

– Ecommerce Reports:  Setup & Navigation

— Product Performance Report

— Sales Performance Report

— Transactions Report

– Multi-Channel Funnel Report

— Conversion Paths & Lookback

— Defining Channels

— First, Assist & Last Interactions

— Assisted Conversions Report

— Top Conversion Paths Report

— Time Lag Report

— Path Length Report

Well – if you are still reading you are either a robot or you are really interested.  Feel free to ask me any questions about the course and go ahead and sign up now to get started!