Google Analytics Course Program

Antezeta Internet Training

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Testimonials about our courses

We hold Google Analytics courses open to the public and on site at company premises.

Web Analytics Association Logo 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.

The instructor, Sean Carlos, is an official instructor of the Web Analytics Association.

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

Google Analytics Training Calendar

Note: This is the calendar for training open to the public. Our courses are also available for in-company training.

Google Analytics Training Syllabus

Instructor: Sean Carlos
Date(s): 9 & 10 February 2012 and upon request (2 days)
Location: Milan; Rome and other places upon request
Fee: € 695/day + VAT where applicable. The fee includes training materials, coffee breaks and a participation certificate. Group discounts available. For onsite courses, Let us know when and where is best for you!
How to register: Let us know when and where is best for you!
Prerequisites: Basic Internet Navigation
Language: English or Italian
Who is the course for?: Digital Media, Web Marketing and IT Professionals
Agenda: 1
  1. Introduction
    1. How web marketing differs
    2. What is Web Analytics and why is it important?
      1. The Virtuous Process
      2. A formal and informal definition
    3. To provide answers to difficult questions
  2. 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
  3. 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
  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. Not just Google Analytics
    6. Key Features of Google Analytics
    7. How does Google Analytics work?
    8. Some Google Analytics Limitations
  5. Google Analytics Considerations
    1. The limits of Google Web Analytics
    2. Data processing
    3. Data sampling
    4. Google spies on us with Google Analytics?
    5. Blocking Google Analytics
  6. Administrative Structure of Google Analytics
    1. The Google Analytics Account interface
      1. When Creating A New Account
      2. Edit Analytics Accounts
    2. Profiles
      1. Edit a Profile
      2. The tracking code
      3. The Google Analytics ID
      4. Managing Users
  7. Common Report Features
    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. Goals, AdWords, AdSense, E-Commerce
    8. Segmentation
    9. Main dimensions
    10. Data export
      1. Formats - csv, tsv, pdf, xml
      2. Scheduling and Email delivery
    11. The dashboard
    12. The movement graph
    13. Advanced segments
    14. Adding notes & comments (annotations)
    15. Report Navigation
  8. An overview of a few specific reports
    1. Live review of reports
  9. Installation and Configuration of the Tracking Code
    1. Minimal installation
      1. But to take advantage of GA, this is not enough
      2. The tracking code
      3. 1st version (urchin.js)
      4. 2nd version (ga.js)
      5. 3rd version (Asynchronous)
      6. Regarding the three versions ...
    2. Inserting the code in pages
      1. Check the installation
    3. A Note on Privacy
  10. Profile 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 Profiles
      2. Advice
      3. Regular Expressions for GA
    6. Filters: Advanced Segmentation
      1. Example: 4 Advanced Segments
      2. Advanced Segment Management
      3. Why Advanced Segments are disabled for specific reports
      4. Profile 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
    6. KPI, the key performance indicators
  12. 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
  13. Events
    1. Examples
    2. The code for Google Analytics
    3. Considerations
  14. Custom Reports
  15. Electronic Commerce / E-Commerce
    1. Electronic Commerce Report
      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 Profile for Electronic Commerce
      1. Enable Reports
      2. Insert Code
    4. Considerations for sites without transactions
  16. Measurement and Monitoring of sources such as Email
    1. URL Builder for Campaign tracking
      1. Create URLs with a spreadsheet
      2. URL shortener services
  17. Tracking Social Media
    1. Blog Comments
    2. Measure Tweet Traffic
    3. Referrers from linkedin, digg and UGC sites
    4. Feedburner Statistics
  18. Custom Variables
  19. 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. Readings and suggested resources
  20. Questions and Answers
  21. Participant Feedback

1Subject to modification. We adjust the agenda contents and time dedicated to each topic based on student needs and current sector developments.

Register today!

Request info now!

Tel 02 69 000 333
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