Measure and Optimize with Google AnalyticsLaajuus (5 ECTS)

Objective

• Get familiar with the basic concepts of Google Analytics
• Learn how to set up Google Analytics for collecting data on the websites
• Get familiar with Google Analytics interface, dashboards, and shortcuts
• Understand the audience, acquisition, and behavior reports
• Learn about campaigns and conversions tracking, and goal measurement
• Learn how Google Analytics collects visitors data and processes them
• Get familiar with advanced analysis tools and techniques of Google Analytics
• Learn about marketing tools that help marketers for better targetting and retargeting

Content

1. Introducing Google Analytics
Why Digital Analytics? - How Google Analytics work? - Setting up Google Analytics Set up - Views with Filters

2. Google Analytics Interface
Google Analytics Account Structure - Understanding Reports - Understanding Full Reports - Sharing Reports - Dashboards and Shortcuts

3. Google Analytics Basic Reports
Audience reports - Acquisition Reports - Behavior Reports

4. Understanding Campaigns and Conversion Tracking
Measure Custom Campaigns - Tracking Campaigns With the URL Builder - Use Goals to Measure Business Objectives - Measure Google Ads campaigns

5. Data Collection and Processing
Collecting data in Google Analytics - Segmentation by Users and Sessions - Applying Configuration Rules - Data Storage and Reporting - Creating a Measurement Plan

6. Advanced Analysis Tools and Techniques
Segment Data for Insights - Data Analysis by Channels - Analyze Data by Audience - Data Analysis for Custom Reports

7. Marketing Tools for Advanced Users
Introduction to Remarketing Improved - Targeting with Dynamic Remarketing

Qualifications

Calculus

Assessment criteria, approved/failed

The student will pass this course after submitting the required quizzes, assignments, and the final project.