Course Outline

Module 1: Introduction to Google Analytics & Setup

• Understanding the Google Analytics Interface and Features

• Setting Up a Google Analytics Account and Property

• Installing Google Analytics Tracking Code on Your Website

• Understanding Key Metrics: Sessions, Users, Pageviews, Bounce Rate

• Navigating Through Google Analytics Reports (Audience, Acquisition, Behavior)

• Case Study/Project:Set up Google Analytics for a website and explore the key reports to gather basic insights on user behavior.

Module 2: Audience Insights & Behavior Analysis

• Understanding Audience Demographics and Interests

• Analyzing User Behavior: New vs. Returning Users, Engagement, Time on Site

• Behavior Flow: Understanding User Paths on Your Website

• Segmenting Your Audience for Deeper Analysis

• Customizing Dashboards and Reports for Audience Insights

• Case Study/Project:Segment website traffic and analyze the behavior of a specific user group (e.g., visitors from social media or organic search).

Module 3: Tracking Campaigns & Traffic Sources

• Understanding Acquisition Reports: Organic, Paid, Referral, and Direct Traffic

• Setting Up UTM Parameters for Tracking Campaigns

• Analyzing Traffic Sources and Identifying High-Performing Channels

• Evaluating Marketing Campaign Effectiveness

• How to Leverage Google Analytics for SEO and PPC Campaigns

• Case Study/Project:Set up UTM parameters for an email marketing campaign and analyze its performance in Google Analytics.

Module 4: Goals, Events, and Ecommerce Tracking

• Setting Up and Tracking Goals (Destination, Duration, Pages per Session)

• Event Tracking: Understanding Custom Interactions (Downloads, Video Views, Button Clicks)

• E-Commerce Tracking Setup for Online Stores

• Setting Up Enhanced Ecommerce Reports and Tracking Conversions

• Understanding Conversion Rates and How to Improve Them

• Case Study/Project:Create and track a goal (e.g., form submission) on a website, and analyze the conversion rate.

Module 5: Reporting, Custom Reports, & Advanced Features

• Creating Custom Reports to Track Key Metrics

• Using Google Analytics Intelligence and Custom Alerts

• Analyzing Data Using Multi-Channel Funnels and Attribution Models

• Introduction to Google Tag Manager for Advanced Tracking

• Using Google Analytics for Data Visualization and Reporting

• Case Study/Project:Create a custom report that tracks the performance of a specific marketing channel or campaign, and analyze its impact on website goals.