Overview
Google Analytics set-up, Tag Manager and account optimisation
- Google Analytics (GA) Background
- Google Global Site Tag
- Google Tag Manager
– Set-up
– Overview: Tags, Triggers, Variables - Native GA code installation
- GA Structure
– Accounts
– Properties
– Views - GA 4
Establishing conversions, setting up goals, using GTM for event tracking
- Establishing conversions
– Macro conversions
– Micro conversions
– Conversion rate nuances - Understanding GA goals
– Account structure
– Goal types
– Popular examples - Setting up goals
– URL tracking versus event tracking - Using GTM for event tracking
– Event type overview
– Tag testing in GTM
– Setting up events as conversions
– Tag testing in GA - CRO overview
Data analysis, visualisation, campaign tagging and attribution
- Data analysis
- Tools and techniques
- Segmentation
- Dimensions
- Filtering
- Campaign tagging
- UTMs
- Useful tools
- Native tagging
- Attribution
- Understanding different reports
- Other acquisition reports
Audience insights, dashboards and Google Analytics 4 set up.
- Audience reports in Universal Analytics
- Website user flows
- Dashboards and custom alerts
- GA4 overview
– What’s new with GA4
– What’s different to Universal Analytics - Setting up GA4
– Creating a property
– Setting up via Tag Manager
– Testing and debugging - Understanding GA4 events and conversions
– Differences to Universal Analytics
– Setting up - Evaluating reports