Module 1: Fundamentals

In the first module you’ll learn about the importance of digital analytics and how different tools can be used together to better understand your audience and performance. You’ll also cover important foundations, including an introduction to Google Analytics, terminology, interface features and an introduction to Google Tag Manager.

Module 2: Data Collection

Learn how Google Analytics works, including the basic principles of data collection, how time is calculated in your reports and best practice for structuring your account. After completing this module you’ll be able to set up and configure Google Tag Manager (or work confidently with your web developer to guide your implementation). You’ll learn how track the most important actions people perform on your website, including viewing pages, submitting forms, scrolling, and ecommerce transactions.

Module 3: Complementary Tools

In this module you’ll explore complementary tools that can be used alongside Google Analytics to enhance reporting, analysis and optimization. You’ll learn about tools you can use to better understand engagement with the content on your website, tools for organic and paid search optimization, and tools for understanding the performance of social media.

Module 4: Configuration

Once data is being collected into Google Analytics it’s time to configure your reports. In this module you’ll learn how to configure conversions, including identifying goals, assigning value and customizing ecommerce reports. This module also covers best practices for administration, and the most important settings you should be using for your account, properties and views inside Google Analytics.

Module 5: Marketing

In this module you’ll learn best practice methods for tracking inbound marketing campaigns, including email, social, paid search (including Google Ads), and offline campaigns that direct people through to your website. You’ll also learn techniques for tracking internal website promotions into Google Analytics.

Module 6: Reporting

After covering advanced interface features, you’ll learn how to interpret and use the most important reports available in Google Analytics. You’ll focus on the reports that can provide the greatest insights to improve your website and campaigns. You will apply the learnings from this module to your own data with a range of practical exercises.

Module 7: Dashboards

Learn how to create simple dashboards inside Google Analytics and how to create custom dashboards using Google Data Studio. You’ll learn how to use Google Data Studio, including interface features, creating charts, combining data and customization options. You’ll also have access to example dashboards that you can customize.

Module 8: Analysis

In this lesson you’ll learn how to explore the data you’ve collected in Google Analytics. You’ll analyze performance by creating and applying segments to your reports and drilling-down into your data for deeper insights.

Module 9: Experimentation

In the final module you’ll learn about the importance of testing and how you can take the insights you’ve found in Google Analytics to develop and launch conversion optimization tests on your website. You’ll learn the ‘how’, ‘what’ and ‘when’ of testing and after completing this module you’ll be able to run experiments using Google Optimize. You’ll also learn how to apply insights from Google Analytics to inform experimentation in advertising platforms, including Google Ads.

Will this suit me?

  • Beginners looking to fast-track their learning and become proficient
  • Intermediate users who need to learn advanced skills and techniques
  • Advanced users wanting to broaden their skills and master Google Analytics


What’s included?

  • Video lessons to build your skills
  • Course workbook, checklists and guides
  • Practical exercises to apply your skills
  • Short revision quizzes during the course
  • Certificate for completing the course