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