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Introduction to Google Analytics

Introduction to Google Analytics

@ Edinburgh Chamber of Commerce 40 George Street EDINBURGH Midlothian EH2 2LE

23rd January, 2020 09:30-16:30 Training 195.00-250.00
Introduction to Google Analytics

This full day course is a hands-on practical workshop.  It focuses on ensuring you have a solid grounding in the fundamentals of Google Analytics from both a technical and business perspective.  You will learn how to use Google Analytics to understand the behaviours of your customers and how your website can be improved to enchance the user experience.  

Course Outcomes:

You will leave this course with a solid understanding of what Google Analytics is, how it works, what you can use it for, and most importantly, how to use analytics to answer important questions about your website. Questions like “How many people are coming to my website, where do they come from and are they doing the right things on my website that will contribute to my business success?”

Course Level:

This is a beginner to intermediate level course that covers the fundamentals.  It is designed for those who are new to Google Analytics, individuals who need a refresher, or those who have specific questions needing answered.

Who is this course aimed at?

This course is aimed at bridging the gap between marketing and the business and as such will be well suited for marketing professionals looking to use Google analytics to understand performance and report back to the business, as well as business openers looking to get deeper insight from their marketing data.

Course outline:


Once you have registered for the course, the trainer would like to contact you to arrange access to your Analytics account and have a call with you to go through your objectives and challenges so that the course content will be highly tailored and bespoke to your unique needs.

If you do not yet have a Google Analytics account then the trainer will contact you to help you get all the set-up done ahead of time.
Morning session: Theory
  • What is Google Analytics?
  • How data is collected and how we use it
  • How to set up Google Analytics
  • Connecting Google Analytics to other Google Products (Search Console / Doubleclick / AdWords etc.)
  • Getting around in the Google Analytics interface
  • Analytics terminology (User / Session / Hit metrics and dimensions etc)
  • Goals! What they are, how to create them and how to use them
Afternoon Session: Practical
  • Troubleshooting in Google Analytics, how to find out where the problems are
  • How to create custom reports
  • How to create custom dashboards
  • Advanced report types and how to use them
Trainer info:

John Daniels is the founder of The Lean Marketer, Edinburgh.

He is a digital marketing specialist with 18 years experience in tech and 10 years experience in digital marketing working with more than 300 clients across 3 continents, including UK companies like Float, Administrate, The Edinburgh International Festival and Remax Scotland.

He draws on his diverse experience and a passion for data-driven results to deliver a unique mix of cutting-edge technology and tales from the trenches to turn stress tested best practices into real world results

Business Comment

Business Comment is the Edinburgh Chamber of Commerce’s bi-monthly magazine. It provides insight on Edinburgh’s vibrant business community, with features on the city’s key sectors, interviews with leading figures and news on new business developments in the capital.
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