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Mastering Google Analytics

3 Days Classroom Session   |  
3 Days Live Online
Classroom Registration
Group Rate:
(per registrant, 2 or more)
GSA Individual:
Live Online Registration
Live Online:
Private Onsite Package

This course can be tailored to your needs for private, onsite delivery at your location.

Request a Private Onsite Price Quote

Professional Credits


ASPE is an IIBA Endorsed Education Provider of business analysis training. Select Project Delivery courses offer IIBA continuing development units (CDU) in accordance with IIBA standards.


Select courses offer Leadership (PDU-L), Strategic (PDU-S) and Technical PMI professional development units that vary according to certification. Technical PDUs are available in the following types: ACP, PBA, PfMP, PMP/PgMP, RMP, and SP.

This course offers:
    14.00 PMP/PgMP Technical PDUs
    14.00 PMI-ACP Technical PDUs


Using Google Analytics is like understanding a visitor's journey through your website. You can apply measurement, collection and analysis of data to determine the key drivers of your traffic and to optimize your site's performance. Using the efficient yet comprehensive insights and tracking tools Google provides can be one of the most effective keys to truly maximizing your presence, engagement, conversions and user experience. Since real experience and practice is the main enabler of proficiency with Google Analytics, we make sure you have the opportunity to set up a profile, add a filter, analyze trends, segment your data, understand where traffic originates (and why) and discuss the impact of your data as it pertains to your own website(s). All attendees will leave class ready to implement Google Analytics back at their own workplace.

In addition to mastering the skills of Google Analytics, students will be able to take and pass the Google Analytics Individual Qualification exam. Passing this exam makes you certified in Google Analytics and shows your company and clients that you are truly an expert using the Google Analytics tool.

*Please note, if you are taking this class as part of the St. Louis University Certificate requirements, there is a $500 fee to claim your certificate once you have completed ALL requirements.

Incorporate Google Analytics into your current marketing efforts
Analyze trends
Measure conversions
Calculate revenue and ROI
Understand data points and their impact on your business
Interpret visitor behavior to your website
Identify various segments visiting your website
Research keywords that visitors are using to find your site
Evaluate shopping cart behavior
Quantify the success of your campaigns
Upcoming Dates and Locations
All Live Online times are listed in Eastern Time Guaranteed To Run
Jan 22, 2019 – Jan 24, 2019    10:30am – 5:30pm Live Online Register
Feb 19, 2019 – Feb 21, 2019    10:30am – 5:30pm Live Online Register
Feb 19, 2019 – Feb 21, 2019    10:30am – 5:30pm Pittsburgh, Pennsylvania

Embassy Suites Pittsburgh Airport
550 Cherrington Parkway
Coraopolis, PA 15108
United States

Mar 18, 2019 – Mar 20, 2019    10:30am – 5:30pm Live Online Register
Apr 22, 2019 – Apr 24, 2019    10:30am – 5:30pm Live Online Register
May 20, 2019 – May 22, 2019    10:30am – 5:30pm Live Online Register
May 20, 2019 – May 22, 2019    10:30am – 5:30pm Raleigh, North Carolina

ASPE Training
2000 Regency Parkway
Suite 335
Cary, NC 27518
United States

Jun 17, 2019 – Jun 19, 2019    10:30am – 5:30pm Live Online Register
Jul 22, 2019 – Jul 24, 2019    10:30am – 5:30pm Live Online Register
Aug 19, 2019 – Aug 21, 2019    9:30am – 5:30pm Live Online Register
Aug 19, 2019 – Aug 21, 2019    10:30am – 5:30pm Austin, Texas

Embassy Suites Austin Central
5901 North IH-35
Frontage Rd
Austin, TX 78723
United States

Sep 23, 2019 – Sep 25, 2019    10:30am – 5:30pm Live Online Register
Oct 21, 2019 – Oct 23, 2019    10:30am – 5:30pm Live Online Register
Nov 11, 2019 – Nov 13, 2019    9:30am – 5:30pm Live Online Register
Nov 11, 2019 – Nov 13, 2019    10:30am – 5:30pm Chicago, Illinois

Microtek Chicago
230 W. Monroe
Suite 900
Chicago, IL 60606
United States

Dec 9, 2019 – Dec 11, 2019    10:30am – 5:30pm Live Online Register
Course Outline

I. Overview

  • How Google Analytics Works **
    • Basic Account Configuration
    • Setting up / Installing tracking code
    • Account Access / User Levels

II. Data/UI Introduction

  • Review of Key Metrics **
    • Bounce Rates, PageViews, etc.
    • Acronyms
  • Data (Dashboard) Review
    • Customization
    • Date Ranges
  • Navigation / Menu Review
  • Graph features
    • Annotations
    • Types

III. Profiles and Filters

  • Setting up Profiles **
  • Applying Filters **
    • Predefined
    • Custom
    • Regular Expressions

LAB: Set up a profile and one filter

IV. Visitors Overview

  • Demographics
    • Location
    • Language
  • New vs. Returning
  • Technology
  • Social Engagement
  • Mobile

V. Analyzing data

  • Segmenting **
  • Trends
  • Calculating

LAB: Set up a graph using two different types of segments

VI. Measuring Conversions **

  • Defining the Various Types
  • Setting up Goals
  • Funnels
    • Uses of Funnels
    • Multi-channel Funnels **
  • E-Commerce Data
    • Set up
    • Measuring

LAB: Set up a goal

VII. Measuring Content

  • Landing Pages vs. Pages vs. Exit Pages
  • Navigational Summary
  • Page Values
  • Event Tracking **
  • Site Search
  • Site Speed
  • Google AdSense

LAB: Evaluate pages performing well versus those that are not performing well

VIII. Referring & Direct Traffic

  • How are they arriving?
  • What are they doing?
  • Social Media impact
    • Facebook/Twitter traffic

IX. Search Engines

  • Paid vs. Non-Paid
  • Paid Search
  • Organic Search
    • Linking to Webmaster Tools
    • Search Engine Optimization Data
  • Keywords
    • Differentiating

LAB: Filter keywords and sort by goals

X. Campaigns

  • Google AdWords **
    • Linking to Analytics
  • Non-Adwords Campaigns
    • Tracking using URL Builder
  • Analyzing email and Display Campaigns

LAB: Determine how much traffic by campaign source, medium and content

XI. Sharing the Data

  • Scheduling Reports **
  • Downloading Reports
  • Custom Reporting
  • Goal Reporting
  • Intelligence **
    • Automatic
    • Custom

LAB: Create custom reports for profiles and users

XII. Analytics Certification Review

  • Certification Requirements
  • The Test
  • Maintaining Certification
  • Review, Preparation, Q&A

LAB: Prepare for Analytics exam with sample test questions

XIII. Take the Google Analytics Individual Qualification Exam in Class

** signifies test material with special emphasis

Who should attend

Marketing professionals and business owners with minimal experience using Google Analytics are ideal candidates to take this course.


There are no prerequisites for this training, but you should have some familiarity with basic online marketing concepts (PPC, SEO, email) so you can apply them to your real-world situation in class.

To make the most of your time in class, have your Analytics account set up and ready to access before class begins.