SEO For Google+ & Google Search panel @ SMX West 2012
Instructor Sean Carlos speaks on SEO For Google+ & Google Search at SMX West 2012.

In the photo: Danny Sullivan, Search Engine Land; Sean Carlos, Antezeta; Janet Driscoll Miller, Search Mojo; Daniel Dulitz, Google; Monica Wright, Search Engine Land & Marketing Land (source: SMX)

Google Analytics

Learn how best put Google Analytics to work for you, from the many advanced configuration options to report interpretation, in two days of intense study.

Our Google Analytics course can also be combined with a day of consulting during which we will evaluate more than 25 aspects of your Google Analytics configuration. A configuration specifically optimized for your web presence provides more complete and accurate data in your reports, leading to better analysis.

“The teacher was impeccable. He was totally at ease with the subject, he ran the course with confidence, kindness and great availability.” — Gaspar Torriero, SayIT SA, Novazzano, Switzerland

Digital Analytics Association LogoThe instructor, Sean Carlos, is an official instructor of the Digital Analytics Association.

Looking for a general course on web analytics? Our Web Analytics course is for you.

Due to the cross-functional (Marketing and IT) nature of this subject, we suggest that both Marketing and IT professionals attend.

  • Instructor Sean Carlos
  • Duration 2 days
  • Location Milan, or for groups, on-site at your premises
  • Cost €695 /day + VAT (group discounts available). The fee includes course materials and certificate of participation
  • Terms Training registration is governed by our terms & conditions
  • Prerequisites Basic knowledge of how to use the Internet
  • Class size To insure effective instruction, registration for public training sessions is limited to 10 students
  • Language English. Training in Italian is available
  • Who is the course for? Digital Media, Communications, Marketing and IT Professionals
  • What will I learn? By attending this course, you will:
    • Acquire a command of the terminology used and be able to differentiate between useful and less useful metrics
    • Gain an understanding of how internet data is collected and the strengths and weaknesses of different methods
    • Learn how to identify key performance indicators (KPI) most appropriate to measure the performance of your business
    • Know how to optimize web marketing campaigns to increase ROI, return on investment
  1. Introduction
    1. How digital media marketing differs
    2. What is Digital Analytics and why is it important?
      1. A formal and informal definition
      2. The Virtuous Process
      3. To provide answers to difficult questions
  2. Data collected and basic terminology
    1. Pages
    2. Visits (Navigation sessions)
      1. Visitor Recognition
    3. Unique Visitors
      1. Recognition of Unique Visitors
    4. Events
    5. Visit Characterization
      1. Entry Page
      2. Landing Page
      3. Exit Page
      4. Visit (Session) Duration / Time on Site
      5. Referrer
      6. Click Through
    6. Visitor Characterization
      1. New Visitor
      2. Return(ing) Visitor
      3. Repeat Visitor
    7. Measures of Engagement
      1. Page Exit Ratio
      2. Bounces - Views of a Single Page
      3. Page Views per Visit
    8. Conversion Measurements
      1. Conversion
    9. Other Terms
      1. Hit
      2. Impressions / Views
      3. Source, Medium, Campaign
    10. The official definitions
    11. Definitions: The main point is ...
    12. How to Lie with Statistics
  3. Data collection
    1. Two widespread approaches
      1. JavaScript vs. Log Files
      2. The History of Web Analytics
    2. Log Analysis
      1. Anatomy of a Log File
    3. JavaScript code in HTML pages
      1. Google Analytics data collection
    4. False Myths - Log files and Browser centric JavaScript Tags
    5. Comparing data from different systems
    6. Google AdWords and Google Analytics
  4. Google Analytics
    1. The History of Google Analytics
      1. What was Urchin?
    2. Google Analytics Benefits
    3. Examples of reported information
    4. Why does Google give us Analytics?
    5. Google Analytics Alternatives
    6. Key Features of Google Analytics
    7. How does Google Analytics work?
    8. Some Google Analytics Limitations
    9. Google Analytics Premium
  5. Google Analytics Administrative Structure
    1. The Google Analytics Administrative interface
      1. When to create a new account
      2. Modify Analytics accounts
    2. Properties
    3. Views (ex Profiles)
      1. Edit a View
    4. Managing Users
    5. The Google Analytics ID
    6. The tracking code
  6. Common Report Features - Live review
    1. The navigation menu
    2. Date Selection
      1. Comparison of two time intervals
    3. Daily, weekly and monthly reporting
    4. Data view details
      1. Tables
      2. Pie chart
      3. Bar chart
      4. The comparison
      5. Pivots
    5. Row display
    6. Data filters
      1. Advanced Filters
    7. Reports
      1. Example: Goals, AdWords, AdSense, E-Commerce
    8. Filtering
    9. Main dimensions
    10. Data export
      1. Formats - csv, tsv, pdf, xml
      2. Scheduling and Email delivery
    11. Dashboards
    12. Motion graph
    13. Segments
    14. Adding notes & comments (annotations)
    15. Plot rows
    16. Shortcuts
    17. Report Navigation
  7. Tracking Code Installation and Configuration
    1. Minimal installation
      1. The tracking code
      2. 1st version (urchin.js)
      3. 2nd version (ga.js)
      4. 3rd version (Asynchronous)
      5. 4th version (Universal Analytics, analytics.js)
      6. Regarding the four versions ...
    2. What is Universal Analytics?
      1. What are the benefits of Universal Analytics?
      2. What are the disadvantages of Universal Analytics?
      3. Multiple ways to collect data
      4. Migrating to Universal Analytics
    3. Inserting the code in pages
      1. Check the installation
      2. A Few Words on The Google Tag Assistant
    4. A Few Words on The Google Tag Manager
    5. A Note on Privacy
  8. Tracking Virtual Pages
    1. What is a virtual page?
    2. Examples
    3. The code for Google Analytics
      1. Code to add virtual page tracking automatically
    4. Considerations
  9. Events
    1. Examples
    2. The code for Google Analytics
    3. Considerations
  10. View (ex Profiles) Filters
    1. Definition
    2. How filters work
    3. Example Filters
      1. Exclude internal traffic
      2. Include only traffic to your site
      3. Track just a section of a site
      4. Segment by geographical location
      5. Segment by campaign, medium or source (referrer)
    4. Create a New Filter
      1. Managing Account Filters
      2. Modifying a Filter
      3. Examples
      4. Ranking in Google Filter
      5. Complete Referrers Filter
      6. Find and Replace Filter
    5. Filters ...
      1. Filters and Views (ex Profiles)
      2. Advice
      3. Regular Expressions for GA
    6. Filters: Segmentation
      1. Example: 4 Segments
      2. (Advanced) Segment Management
      3. Why (Advanced) Segments are disabled for specific reports
      4. View filters are used for...
  11. Goals (Objectives)
    1. What is a Goal?
    2. Goals and Paths
    3. Goal Reports
    4. The Funnel
    5. Goals in Google Analytics
      1. Types in Google Analytics
  12. Analysis presentation & distribution
    1. The problem with reports
    2. KPI (Key Performance Indicators)
      1. KPI measures by type of business
      2. Voice of the Customer, VOC
      3. How to commanicate KPIs
  13. Electronic Commerce / E-Commerce
    1. E-Commerce Reporting
      1. Panorama View
      2. Total Revenue
      3. Conversion Rate
      4. Average order value
      5. Product performance
      6. Transactions
      7. Visits to Purchase
      8. Time to Purchase
    2. Data tracked
    3. Enable a view for Electronic Commerce
      1. Enable Reports
      2. Insert Code
    4. Considerations for sites without transactions
  14. Campaign Measurement and Monitoring
    1. Traffic sources are not always clear
    2. Campaign examples
    3. The five campaign dimensions
    4. URL Builder for Campaign tracking
      1. Create URLs with a spreadsheet
      2. URL shortener services
    5. Measure Microsoft adCenter Search Engine Advertising (SEA)
    6. The thorny problem of conversion attribution
    7. Multichannel funnels
  15. Custom Dimensions & Metrics
    1. Introduction
    2. A note about custom variables
    3. Dimension Widening
  16. Social Media Measurement
    1. A few social media considerations
    2. Social media ROI
    3. Where social media measurement takes place
    4. Measuring social media in Google Analytics
  17. Act: What changes to make and measure
    1. A/B testing
    2. Content Experiments (ex Google Website Optimizer)
  18. Custom Reports
  19. Dashboards
  20. Real Time reporting
  21. Mobile phone and table Apps - There's an SDK for that
  22. The Measurement Protocol – send data directly to Google Universal Analytics
  23. Other customizations
    1. SEO, Search Engine Optimization, analysis
    2. Site search keyword tracking
    3. Advanced link attribution
    4. Content grouping
    5. Demographics & Interests
  24. Miscellaneous Notes
    1. Keyboard shortcuts
    2. Data sampling
    3. Data processing
    4. Blocking Google Analytics
    5. Does Google spy on us with Google Analytics?
    6. Service issues dashboard
    7. Data and Management APIs
    8. Google Analytics Limits
    9. The reality of Geo-location detection
    10. A word on... keywords
    11. How to lie with statistics
  25. In Conclusion
    1. The 10 / 90 Rule for Success with Web Analytics
    2. The Web Analytics Trinity: People, Processes & Technology
    3. A Warning to the wise
    4. Next Steps
    5. Suggested readings and resources
  26. Questions and Answers
  27. Participant Feedback

¹Subject to modification. We adjust the content of our courses based on student needs and current industry developments.

Is there a topic you don't see in the syllabus? Let's talk, the topic may already be part of the course even if it isn't explicitly stated above.

Next session open to the general public

Sign up today!
or request information

(contact us for other dates or to hold the course in-house at your business)

  • Google Analytics

    At: Antezeta Digital Marketing
    Via Porro Lambertenghi 18
    20159 Milan
    Tel. +39 02 69 000 333