Google Analytics Mastery
3.9 (270 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
2,354 students enrolled

Google Analytics Mastery

Generate more revenue through a deeper understanding of web analytics data
3.9 (270 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
2,354 students enrolled
Created by Chris Boulas
Last updated 12/2015
English [Auto-generated]
Current price: $34.99 Original price: $49.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 11.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Implement Google Analytics under beginner and advanced scenarios
  • Learn who their audience is and how they interact with your website
  • Understand where their traffic comes from and how those users navigate between pages of your site
  • Build, manage, and share custom reports with your colleagues
  • Answer specific questions you have about how your site is performing.
  • Have the skills they need to measure web traffic through to revenue and ROI.
  • Access to a Google Analytics Account or be prepared to create a new one for a website you want to track.

The only end-to-end course for Google Analytics users of all skill levels. From initial setup and tracking code configuration scenarios to leveraging it's reporting capabilities to generate more revenue, this course is designed to rapidly expand your knowledge through the practical, real-world use of Google Analytics.

This course includes 12 hours of comprehensive video content and while a lot of beginner information is included, this course also covers advanced tracking and reporting scenarios to help you get more out of the platform than what initially meets the eye.

Everyone asks themselves questions about how their website is performing, but don't always know the best way of accessing the information they're tracking, and that assumes that their current configuration has been implemented correctly. Over 60% of all Google Analytics implementations are incorrectly suited for a business's needs.

This course helps you address those key questions and gives you the skills and confidence needed to correctly configure a new Google Analytics instance from scratch for your company or clients.

Enroll in this course today to master Google Analytics and become a better marketer.

Who this course is for:
  • This course is designed for students of all skill levels to benefit. From the basics of setup and standard reporting to more advanced concepts around recommended filters, advanced segmentation, revenue reporting, etc.
Course content
Expand all 54 lectures 11:28:05
+ Thank you and Welcome to Google Analytics Mastery
1 lecture 11:40

An introduction to the course and instructor - including details on how the course is structured, prerequisities, and the best way of completing the course material.

Preview 11:40
+ Module 1 - Setup & Configuration
13 lectures 02:57:52

We'll walk through the steps required to set a new Google Analytics instance up from scratch.

Class 1 - Account Creation Steps

Gain a better understanding of what Universal Analytics is about and the role it plays in the greater data-centric world we live in today.

Class 2 - Understanding Universal Analytics

A thorough understanding of the user permissions hierarchy and best practices for handling permissions across all of your Google Analytics users.

Class 3 - User Permissions

Best practices for instating an account hierarchy, including the best ways to handle multiple profiles and views. This is one of the most important lessons in the course and understanding these concepts will ensure you're not part of the 60% of users who configure their instances incorrectly.

Class 4 - Account Hierarchy Best Practices

Google Analytics filters play a key role in building and managing an ongoing set of data. This is an introductory lesson on how filters work inside the platform.

Class 5 - Introduction to Filters

We'll dive deeper into the filters I recommend users instate as well as best practices for handling filters across multiple views in an account.

Class 6 - FIlters Best Practices

Goals carry many nuances that many are unfamiliar with. We'll break down the various goal types and how to use them most effectively to meet your tracking requirements.

Class 7 - Goal Configuration

Search Console has been undergoing a lot of development in recent months. We'll walk through how to integrate Search Console with Google Analytics for data sharing purposes cross-platform.

Class 8 - Webmaster Tools (Search Console) Integration

By integrating AdWords with Google Analytics, you'll be able to better understand the behavior of AdWords traffic as those users navigate your website. We'll go beyond simple click and impression data by introducing additional user engagement metrics.

Class 9 - AdWords Integration

There are many ways the Universal Analytics script can be customized for advanced tracking needs. We'll walk through the most common use cases for script modification and the benefits you'll gain.

Class 10 - Advanced Script Tracking

Google's site search functionality has started being used less frequently with the rise of native tracking solutions within many CMS platforms. Still, outside of these platforms users are left with few options for understanding what users are searching for once they're already on your site. We'll walk through an example of how to set this functionality up in your instance and on your site.

Class 11 - Site Search

Did you know Google Analytics has it's own set of plugins? We'll walk through the top plugins I recommend and how to find them.

Class 12 - Recommended Plugins

25% of sites on the web rely on WordPress. In this lesson, I walk you through some special integration considerations for WordPress users.

Class 13 - WordPress & Google Analytics
+ Module 2 - Getting Acquainted
8 lectures 01:30:04

Understand the difference between metrics and dimensions. We'll also go through those most commonly used.

Class 1 - Metrics and Dimensions

Metrics and dimensions are at the core of Google Analytics. In this lesson, you'll learn how they work together to form the building blocks of reports.

Class 2 - Working with Metrics and Dimensions Together

Gain a thorough understanding of how Google collects data and what happens from initial data collection through to being reported in the platform.

Class 3 - Data Collection Methodology

We'll cover the various report types and best practices for using each type.

Class 4 - Report Types

We'll uncover this lesser-known feature and what you can understand by configuring report layouts.

Class 5 - Report Layouts

An introductory lesson on Google Analytics alerts.

Class 6 - Alert Types

Learn the top recommended alerts and how to create them.

Class 7 - Creating and Managing Alerts

Best practices for using alert automation as part of your daily workflow.

Class 8 - Integrating Alerts with your Workflow
+ Module 3 - Standard Reporting
21 lectures 04:57:12

Realtime reports are some of the most fun reports in Google Analytics. We'll understand how this data is measured and the various reports that are available for realtime reporting. We'll also walk through some use cases for the types of websites that need to rely on realtime data.

Class 1 - Active Users Reports

Learn how to enable demographic reporting, as these reports won't show data by default. Also gain an understanding of the types of demographic data that can be collected.

Class 2 - Demographics Reports

Similar to demographic reports, interest reports won't collect data by default. You'll learn how to enable them as well as understand the types of data that can be shown here.

Class 3 - Interests Reports

Learn how to report on where your site traffic comes from by geography, from country all the way down to city level.

Class 4 - Geography Reports

This set of standard reports highlights various engagement metrics. Learn how to read these reports and use the findings to guide the direction of your site.

Class 5 - Behavior Reports

Learn which browsers, devices, screen resolutions, and more users are interacting with your site from.

Class 6 - Technology Reports

These reports are a subset of the technology reports, allowing you to gain a better understanding of which devices users are visiting your site from. We'll also talk about how to use this data for decision making.

Class 7 - Mobile Reports

Custom variables are an incredibly powerful component of Google Analytics and are often underutilized. Learn what custom variables are and their most common use cases.

Class 8 - Working with Custom Variables

Most users don't know that they can reassign the source of their traffic. We'll walk through the concept of channel groupings, how to use them, and the scenarios under which you may want to reallocate your traffic.

Class 9 - Define Channel Groupings

These are the most commonly used standard reports and you'll spend a lot of time here. Learn how to read these reports and understand the context of the dimensions reported here.

Class 10 - All Traffic Reports

Referral reports are a subset of the "All Traffic" reports and commonly show which third party sites are sending traffic to your site. However, this source commonly ends up being a "catch all" of traffic from sources that aren't truly referral. We'll walk through these nuances and the best way of interpreting data in this report.

Class 11 - Referral Reports

Gain a solid understanding of what Google Analytics campaigns are and how they can be customized for future reporting.

Class 12 - Campaigns Reports

Learn which data sources contribute keyword data and how the findings can be leveraged for optimizating your search marketing campaigns and strategy.

Class 13 - Keywords Reports

With the AdWords integration complete, we'll walk through the additional engagement data you'll have available and how to use it.

Class 14 - AdWords Reports

Social traffic can be difficult to account for and corral at times. We'll talk about the best ways of interpreting the social reports and how you should think about reporting on social traffic from your site.

Class 15 - Social Reports

Data will populate for these reports once the search console integration has been completed. This will allow you to have a better understanding of what search queries users are typing into Google to find your site, and how those users navigate your site once they click through.

Class 16 - Search Engine Optimization Reports

Flow reports in Google Analytics are perhaps the most difficult to interpret and understand. With multiple ways of measuring how users navigate between pages, flow reports arguably do the best job. We'll walk through the best way to read these reports and how you can act on the results.

Class 17 - Behavior Flow Reports

Site content reports show you page-level traffic. In this lesson, you'll learn how to measure which pages on your site resonate best with your site visitors.

Class 18 - Site Content Reports

Site speed is an important component of SEO. We'll learn how to interpret the data from these reports and the types of improvements you can make to decrease the time it takes for pages on your site to load.

Class 19 - Site Speed Reports

In-page analytics has had a long history with Google. We'll talk about how to interpret the data shown on this report, and an extra configuration you can make to track individual links more accurately than what comes as standard out of the box.

Class 20 - In-Page Analytics Reports

Once goals are configured, data will begin tracking in the various goal reports. These are some of the most commonly used standard reports so you'll find yourself spending a lot of time here.

Class 21 - Goal Reporting
+ Module 4
11 lectures 01:51:17

For many reporting needs, standard reports will only get you so far before you need to rely on a custom report. Advanced Google Analytics users spend more time reading custom reports than standard reports. We'll walk through the advantages custom reports provide in this lesson.

Class 1 - Introduction to Custom Reporting

In this lesson, you'll learn how to navigate the custom reporting interface for the purposes of building custom reports, as well as go through some examples.

Class 2 - Navigating the Interface

There are multiple custom report types to acquaint yourself with, each carrying their own scenarios for use.

Class 3 - Reviewing Custom Report Types

Custom reports can be shared multiple ways. In this lesson, you'll learn how to create URL's for the purposes of sharing the reports you build.

Class 4 - Sharing Custom Reports via URL

In this lesson, you'll learn how to share reports via one-time or scheduled email.

Class 5 - Sharing Custom Reports via Email

Dashboards in Google Analytics are one of the most underrated components of the platform. You'll learn how to create a dashboard to help automate your workflow so you don't have to build and update the same reports continuously.

Class 6 - Creating Dashboards

Like reports, dashboards can be shared as well. You'll learn how to share dashboards in this lesson.

Class 7 - Sharing Dashboards

Advanced segmentation is one of the most important concepts in Google Analytics. Once you get comfortable with it, you'll find yourself using it all the time. In this lesson, you'll learn what advanced segmentation is and what makes it so important to use.

Class 8 - Introduction to Advanced Segmentation

Building off the introductory lesson, you'll learn the best practices for using advanced segmentation, my top recommended segments, how to build them, as well as some real-world use cases.

Class 9 - Working with Advanced Segmentation

Event tracking grants us the flexibility to track individual site elements or actions. In this lesson, you'll learn what event tracking is and how to use it most effectively to meet your reporting needs.

Class 10 - Introduction to Event Tracking

In this lesson, we'll dive deeper into the best ways to work with event tracking, how to create trackable events, and how to report on them.

Class 11 - Working with Event Tracking