Course Overview

Google Analytics has revolutionized how we measure traffic through our web sites, from understanding where our visitors come from through to providing detailed analysis on our online financial transactions.  Successful organisations today are leveraging the power of web analytics to realize the full potential of their web sites, developing and maintaining deeper client relationships that create measurable value to the business. In this course you will be introduced to key concepts, tools, techniques and practices of web analytics using Google Analytics.

Objectives & Outcomes

After attending this course, participants will have a clear understanding of how to measure and monitor their online traffic.  Using this information, you should be able to update your marketing campaigns to drive increased traffic to your business.

Course Topics

• Understand the benefits of using website analytics
• Recognise and use the data provided by web analytics packages
• Google Analytics Interface
• Reports
• Analytics Terminology
• Implement, configure and use Google Analytics
• Use web analytics to implement improvements to your website Key
• Performance Indicators (KPIs), why they are important
• Key tools and diagnostics based on different web site objectives

Who Should Attend

This course will be highly relevant to anybody with responsibility for developing or implementing an organisation’s online strategy, including senior management, marketing managers, communication specialists, webmasters and IT managers and personnel.

Your digital marketing is only as effective as the analytical insights derived from online activities. Our Web Analytics Module guides you through web analytics and other data sources to better understand site visitor characteristics and behaviour. You will understand the most important and appropriate metrics and how to use them improve your digital activities.

Topics include:

• What is Website Analytics?
• Google Analytics explained
• Understanding your KPI’s
• Measuring website traffic
• Setting up goal and event tracking
• Increasing traffic to your web site

What is Web Analytics?

Web Analytics is a key component of a digital marketing mix, as it provides tools for measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising web usage.

Web Analytics provides data about your website visitors and their behaviour among other factors, and can offer invaluable insights to what is working well on your site, what isn't, and what needs to be improved. It also can be used as a tool for business research and market research, by analysing the impact of offline marketing on your website visits and online conversions.

There are two categories of web analytics; off-site and on-site web analytics.

Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.

On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against main indicators for performance, and used to improve a web site or marketing campaign's audience response.

Historically, web analytics has referred to on-site visitor measurement. However in recent years this has blurred, mainly because vendors are producing tools that span both categories.

Google Analytics is probably the most popular Web Analytics application, as it is free, easy to set up and use, has an API allowing users to customise their reporting, and provides vast amounts of data, that would be more than enough for most businesses.