Google Analytics: The Complete Guide

Institute of Data & Marketing
Course summary
Professional Training
2 days
850 GBP excl. VAT
London, Online courses
Course Dates
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Course description

Google Analytics: The Complete Guide

This two-day course gives you a comprehensive understanding of Google Analytics. Learn how to get accurate reports that help you boost your marketing campaigns. Discover how to measure SEO, PPC, social referrals, email, banner campaigns and other online activities effectively.

Suitability - Who should attend?

Gain mission-critical insights for your website that will help you identify opportunities to boost the ROI for your business.

Improve the flow of visitors through your website, remove bottlenecks in order to boost conversion rates and increase customer liftetime value of visitors.

Previous delegates include:

  • Online Communications Officer (Brit Insurance)
  • Web Resources Officer (Tenant Services Authority)
  • Assistant Marketing Manager (Marie Stopes International)
  • Marketing Manager (ADMS Europe)

Outcome / Qualification etc.

You will learn to:

  • Configure Google Analytics for your specific business needs to ensure your reports are as accurate as possible
  • Accurately measure your SEO, PPC and all online activities correctly through proper tagging - such as for email and banner ad campaigns
  • Boost the quality and effectiveness of your marketing campaigns by encouraging more high-quality clicks and lowering your costs
  • Utilise KPIs to help increase conversions, understanding how to identify what you need to measure so that you can build more effective landing pages and boost your conversion rates
  • Identify issues to help optimise performance of your website using analytics to improve the overall performance of your web site to help grow your business

Training Course Content

  • General Introduction to Google Analytics
  • Cookies
  • Importance of Configuring & Customising Google Analytics Properly
  • Managing Google Analytics
  • Universal Analytics - A Change to the Way Data is Collected & Organised
  • Selecting Data to Include in Your Google Analytics Reports
  • Defining and Measuring Actionable Metrics - Visits, Unique Visitors, Pageview & Time Metrics
  • Understand the Analytics Account Structure
  • Data Filters for View
  • Traffic Sources
  • Organic Search Traffic
  • Paid Search Tracking - Google AdWords & Bing Ads
  • Social Media Traffic
  • Campaign Tracking
  • Goals & Funnels
  • Ecommerce Tracking
  • Multi-Channel Funnels
  • Advanced Reporting
  • Internal Site Search
  • Event Tracking & Virtual Pageviews
  • The Custom Visitor Segment Variable
  • Advanced Customisation

Course delivery details

Virtual Classroom: Tutor-led, live, online classroom environments

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

  • An interactive classroom environment
  • Peer-to-peer collaboration
  • An engaging platform experience
  • Practical learning through hands-on exercises
  • Online access anywhere you can get an internet connection

Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us


Members: £720 + VAT

Non-members: £850 + VAT

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...

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Institute of Data & Marketing

DMA House
70 Margaret Street London

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