Google Analytics is the most popular web analytics software on the market. Whether in small business management or as part of a larger marketing effort, an understanding of how to design and execute campaigns in Google Analytics is becoming increasingly important for marketing success. This course will teach learners to use the application's tools to uncover marketing and sales data, attract web traffic, increase conversions, and create targeted marketing campaigns. The material assumes no prior knowledge of web analytics.

Learning Outcomes

• Understand the practice of Web Analytics and how Google Analytics is used as a tool in this field
• Describe the basic concepts behind Google Analytics including metrics, dimensions, and goal-tracking
• Know how to set up a Google Analytics Account and the tracking code that pulls data from websites and applications
• Understand organizational goals for analytics, visitors, goals, and goal values
• Analyze website traffic reports and compare data for marketing and sales purposes
• Describe the differences between dimensions and metrics and how they are used to analyze web traffic
• Create Google Analytics' Audience, Acquisition, Behavior, and Conversions reports and translate data from those reports into actionable plans
• Discuss the average session duration, bounce rate, pages per session, page views, and how each plays a role in a digital measurement plan
• Understand how views, filters, and segmentations work in digital analytics
• Describe SEO and how it impacts web traffic
• Explain how to use Google Analytics for Ecommerce, B2B, and content publishing

Estimated length: 3 hours
Access time: 90 days

PMI PDUs: 3Leadership PDUs: 0.75Strategic & Business Management PDUs: 1.25Technical PM PDUs: 1IACET CEUs: .3 (Contact Hours: 3 hours)SHRM PDCs: 3