Advanced Google Analytics course + 77 practical questions

Understand why conversions and sessions differ across Google Analytics and serving platforms, caused by divergent methodologies and duplication, and learn to evaluate ad campaigns beyond interfaces.

Explore why clicks and sessions diverge in analytics, driven by different measurement times, mis clicks on banners, and attribution windows across display, search, and brand campaigns.

Compare conversions across ad serving platforms and Google Analytics to see discrepancies caused by differing attribution methodologies; Google Analytics uses last-click attribution, so always evaluate conversions from Google Analytics.

Master attribution fundamentals by understanding scopes to ensure reports and metrics are correct. Learn how data is collected and that the session is calculated.

Explore scopes, including user, session, and hit, and how they govern data validity in Google Analytics, with real-world examples and a foundation for custom dimensions, metrics, reports, and events.

Explore how google analytics processes data by tracing hits from page views through chronological ordering, filtering, and grouping into sessions driven by client IDs.

Learn how user, session, and hit scopes shape analytics design and build valid custom reports by top-down dimensions and metrics, linking hits to users via the client id.

Uncover how custom data, custom dimensions and metrics unlock unlimited options in web analytics by sending data you already have and measuring anything you want.

Learn how custom dimensions and metrics extend Google Analytics, attaching to every hit and viewed in the GA interface, focusing on business-minded setup rather than implementation.

Apply Google Analytics custom dimensions and metrics across user, session, and hit scopes, using gender, age, and membership status examples to tailor insights and segmentation.

Set up custom dimensions and metrics in Google Analytics by navigating to admin, defining custom definitions with an index, selecting the proper scope, and enabling data collection for reporting.

Master custom reports in google analytics to overcome default reporting limits and build any report you need, using the essential knowledge we've already mastered.

learn to create and use custom reports in Google Analytics, understand scopes, dimensions and metrics, and explore multi-level drill-down in Explorer to spot conversion opportunities.

Create a flat table report in Google Analytics with up to five dimensions and multiple metrics. Export the data for external analysis and explore trends using a date dimension.

Explore map overlay, the last custom report type in google analytics, by selecting zoom levels, metrics like sessions and revenue, and drilling down from continent to country to city.

Explore assisted conversions and multi-channel funnels to gain a broader view of traffic sources beyond last click attribution model, and understand how channels interact within conversion paths.

Explore how assisted conversions credit multiple channels along a conversion path and how the ratio of assisted to last-click conversions informs channel roles.

Learn to analyze assisted conversions in Google Analytics multi-channel funnels by selecting transactions, setting look-back windows, and evaluating last-click versus assisted channel roles across channels.

Learn how events extend analytics beyond page views by capturing interactions like hover, form errors, and scrolls, and use them to set goals and segments.

This lecture explains that events in Google Analytics use category, action, and label as dimensions plus a metric value, enabling three-tier analysis of button clicks by text and color.

Analyze how Google Analytics records events for an ecommerce site, detailing category, action, label, and value, then compare total versus unique events to optimize filters, forms, and checkout.

Learn how regular expressions improve Google Analytics workflows by filtering reports, segmenting data, and managing large IP address ranges and custom channel grouping with search patterns.

Explore how regular expressions power efficient filtering and segmentation in Google Analytics, using core symbols like dot, asterisk, caret, dollar sign, pipe, square brackets, parentheses, and backslash to refine reports.

Explore how to use regular expressions in the Google Analytics interface to filter reports. Learn practical patterns like pipe for or, caret for starts, dollar for ends, and character ranges.

Apply regular expressions to interpret the top conversion paths report, revealing how traffic sources interact to form a direct view. See how paths stay distinct from prior direct traffic.

Explore top conversion paths in multi-channel funnels and learn to use regular expressions to map how channels like Google organic and direct interact, guiding budget decisions.

Improve data quality in Google Analytics by applying core filters, such as excluding internal IP addresses and including only certain subdirectories or subdomains, while addressing robots and other cases.

Learn how to create and manage filters in Google Analytics, including predefined and custom filters, regular expressions, and the importance of filter order to avoid distorted data.