Early bird price: $1,575 $1,845
Google Analytics Immersive
Course overview

This two-day workshop is designed for anyone looking to review their Google Analytics activity and take it to an advanced level. Full guidance is offered on key foundational elements, before moving on to advanced tools and techniques to deliver the highest levels of actionable insight.

Key benefits

Take these learning outputs away with you:

  • Draw actionable insight

    Learn best practice use of Google Analytics reports and data

  • Closely measure ROI

    Measure and compare performance across each of your marketing channels

  • Mine your analytics data

    Move beyond standard reporting activity

Workshop program

Join this intensive two-day workshop to take your Google Analytics activity to an advanced level.

This workshop is specially designed for those starting with a basic level of understanding. Gain full insight into the full technical options and business opportunities that Google Analytics presents. Leave the session with the hands-on skills to take your analytics to the next level straight away.

Day one will focus upon ensuring you have the correct foundations in place. Find out how best to configure Google Analytics to best complement your digital activity and commercial goals.

Day two will build upon this to offer detailed insight into the full spectrum of features offered by this powerful measurement tool. Advanced tools and techniques will be covered in depth.

You will leave the session ready to yield invaluable and relevant insight from your analytics that drives real business results.

Day one schedule
Web Analytics Insight
  • Getting up-to-speed: The latest web analytics trends and usage statistics
Google Analytics Strategy
  • Business opportunity: Understanding the business opportunities presented by Google Analytics
  • Strategy framework: Clear framework for developing a coherent plan for your analytics
  • Goal setting: How to set clear objectives for your analytics
  • Integration: Best practice to integrate analytics at the core of your digital marketing strategy
  • Resourcing: Guidance on building an in-house analytics team or outsourcing
Getting Started
  • Jargon buster: Google Analytics terminology and definitions
  • Technical overview: Full run through of all key features of your account
  • Properties: Best practice set-up to encompass all of your digital presence
  • JavaScript: Clear overview of how Google Analytics JavaScript tracking works
  • Tracking code & cookies: Understanding differences between Google Analytics and Universal Analytics
  • Tracking code set-up: How to configure your account to the old Google Analytics or Universal Analytics
  • Google Webmaster integration: How to connect with Google Analytics
Optimizing your Google Analytics Account
  • Configuration: Clear checklist to follow to best configure your account and profiles
  • Website Integration: Best practice setup of filtering, onsite search and ecommerce tracking
  • Managing users: How to set clear responsibilities across your team
  • Remarketing: Step-by-step guidance on how to setup a remarketing campaign
  • Conversions tracking: How to define goals to track your conversions
Visitor Analytics
  • Visitor reports: Full breakdown of key reports, such as visitor demographics, behavior and mobile traffic reports
  • Visitor journey: How to visualize the visitor journey using Visitor Flow charts
Traffic Source Analytics
  • Traffic source reports: Full breakdown of all key traffic source and campaign reports
  • Search marketing: Comparing natural and paid search results
  • AdWords analytics: How to track your AdWords performance
  • Email marketing: How to track the success of your email marketing campaigns
  • Campaign tracking parameters: How to measure your digital marketing campaigns
Social Media Analytics
  • Social media traffic: How to best use Google Analytics to track social traffic across multiple platforms
  • Social traffic analytics: How to breakdown traffic stats by social platform and content initiative
  • Social conversions reporting: Best practice setup to track conversions and sales results from social traffic
  • Share buttons: Tracking the effectiveness of social media share buttons on your website
Content Performance Analytics
  • Page performance reports: How to make the most of them to track your content results
  • Event tracking: Tracking in-page events such as button or link clicks and downloads
  • In-Page Analytics: How to visualize where visitors are clicking on your pages
  • Embedded video activity: How to track embedded video activity on YouTube, Vimeo etc
  • On-site search tracking: How to measure your onsite search engine activity
  • Site Speed reports: Best practice use to improve usability and website download time
  • Content Experiments: Step-by-step guidance on setting up A/B testing to optimize your content
  • Conversion Rate Optimization: How to best use Google Analytics to improve your conversion rate
Google Analytics Measurement Reporting
  • Metrics: Clear guidance on the top metrics to use to track results
  • Ecommerce reports: Full overview of ecommerce reports available on Google Analytics
  • Goal setting: Best practice guidance on goal setting to fit with your commercial objectives
  • Conversion funnel visualization: How to uncover where visitors leave your funnel
  • Multi-channel funnels: How to allocate conversions when multiple marketing channels are involved
  • Attribution modeling: Best practice guidance on how to attribute results to respective channels
  • Data export: Step-by-step guidance on how to export different data sets to sync with other business data
  • Email functionalities: Share reporting easily with other members of your team
Setting Up your KPI dashboard
  • Dashboard widgets: How to build your own KPI dashboard using dashboard widgets
Real-Time Analytics
  • Technical overview: Full breakdown of the features available to track activity as-it-happens
  • Implementation: Different scenarios to make best use of real-time analytics
Day two schedule
Migrating to Universal Analytics
  • Technical overview: Full explanation of opportunities presented by Universal Analytics
  • Universal Analytics tracking code: Step-by-step guidance for best practice configuration
Advanced Tracking Code Setup
  • Quality assurance: Checklist to ensure your tracking code is implemented correctly
  • Quality assurance tools: How to identify tracking code issues using Fiddler, Firebug and WASP
Google Tag Manager
  • Technical overview: Full description of benefits offered by Google Tag Manager
  • Setup: Step-by-step guidance of best practice configuration
  • Mobile apps: Specific guidance on setup for mobile apps
  • Google Tag Assistant: Make the most of Tag Assistant to mitigate problems when installing tags
Custom Variables
  • Technical overview: Full description of benefits to be gained from using custom variables
  • Tracking code: Step-by-step guidance for integrating custom variables into your tracking code
  • Data capture: How to capture data from web forms and login sessions using custom variables
  • Mixing different variable types: How to avoid data corruption when combining multiple custom variables
Advanced Segmentation
  • Advanced segmentation: Full technical overview of opportunities presented by advanced segmentation
  • In-depth analysis: How to make the most of advanced segmentation to gain in-depth insight
  • Segment examples: Checklist of example segments to generate valuable business insight
Advanced API Tools To Create Excel dashboards
  • Benefits of Excel: Detailed run through of the benefits of syncing with Excel
  • Automated reporting: How to automate complex reporting tasks & integrate with other data
  • Google Analytics API tools: Full overview of different tools available and respective benefits
  • Excellent Analytics: Step-by-step guidance on how to make the most of this free tool
  • Supermetrics Data Grabber: How to eliminate routine work and create better quality reporting
  • Excel dashboard: Clear steps to build your own Excel KPI dashboard
Qualitative Insight
  • Qualitative insight: Understanding the value of qualitative insight in addition to standard analytics data
  • Visitor surveys: How to best develop a qualitative visitor survey to add valuable insight
  • Qualitative integration: How to integrate qualitative insight with Google Analytics
Regular Expressions
  • Technical overview: Full description of benefits to be gained from regular expressions
  • Scenario planning: Checklist of possible uses of regular expressions
  • Code queries: Detailed examples of well designed regular expression code queries
  • Advanced tips: Technical tips for getting the most from regular expressions
Attribution Modeling
  • Attribution models: Full overview of different models at your disposal
  • Recommendations: Guidance on the best attribution model for different scenarios
  • ROI measurement: How to gain a clearer commercial picture with attribution modeling

Request a detailed syllabus

Request syllabus
Upcoming dates in

Take a look at the next dates coming up:

JUL 18 - JUL 19
Wed - Thu
10:00 - 17:00
$1,575 $1,845
AUG 29 - AUG 30
Wed - Thu
10:00 - 17:00
$1,575 $1,845
OCT 10 - OCT 11
Wed - Thu
10:00 - 17:00
$1,575 $1,845

Each day of training follows a set itinerary, with tea, coffee and refreshments provided throughout. An enjoyable lunch can also be expected.

  • 9:30
    Delegate Arrival & Refreshments
  • 10:00
    Training Commences
  • 11:15
    Refreshment Break
  • 11:30
  • 13:00
  • 13:45
  • 15:00
    Refreshment Break
  • 15:15
  • 16:30
  • 17:00
    Training Closes

The same timings will run for both days.

Post training support

We put a lot of attention into our post training support, ensuring you have access to the materials and expert guidance you need to put your learnings into practice:

  • Imparture playbook library

    Free ‘how-to’ reference guides: Six detailed playbooks are sent to all attendees after the course to support key topics covered.

  • Full access to training materials

    Sent straight away to you: Slide decks are shared with all attendees 24-hours after a training session, with full access to training content and course notes.

  • Ongoing support

    Just get in touch: Imparture’s specialists are on hand following the course to help with any questions or challenges you might have.

Past attendees feedback
  • Course rating

    92% of past attendees would be recommend Imparture.

  • 9/10 Trainer score

    An average course rating of 9/10 from Fortune 500 companies.

  • Highly recommended

    Our expert trainers score 9.2/10 on average in feedback from course attendees.

Alexandra Charleston
S&C Electric Company
I appreciated that we started with the basics. I've just begun dabbling in GA, so it was nice to have time dedicated to explaining some of the core functionality and highlighting a few easily overlooked features before diving into more complex topics...some of the instruction required a bit of a technical explanation, the trainer did a great job simply explaining everything.
Suitable for all levels

Nothing beats a traditional classroom environment to fully engage with a topic and learn from an expert course trainer.

Kick-start your learning: Our courses are designed to fast-track your knowledge. No prior experience is necessary.
Setting the right foundations: Core principles are covered clearly at the outset, before moving onto more advanced topics.
Simple, clear language: All jargon and technical terms are explained.
Experienced practitioners
1-2-1 time with the trainer: Ensures you have plenty of opportunity to consult the trainer with specific questions in regards to your current projects.
Engaging class dynamic: Network with your fellow class participants in a meaningful and engaging way.
Our trainers in:

Learn from our skilled trainers, with hands-on experience from the front-line.

Lily Hoffmann
Tim Lowden
Lily Hoffmann
Lily is an award-winning digital media producer who facilitates Imparture's courses in Washington DC. She leads our Google Analytics, Product Management and User Experience Design and Testing courses. She’s also a lecturer at the University of Maryland’s Philip Merrill College of Journalism, delivering courses in intermediate multimedia journalism as well as multimedia storytelling for international media professionals.
Tim Lowden
Tim manages an aggregated Google Analytics implementation that encompasses 5,000 websites with over 2500 users, including extensive training and support. He has been part of teams who have been awarded the Harvard Innovations in American Government Award.
Training locations in

Your course will be held in one of the locations highlighted below:

Central city locations

Imparture venues are all based in central, easy-to-reach, city locations.

Confirmation of location details

You will receive full confirmation of the course venue location in your 'Joining instructions', sent to you prior to the event.

Frequently asked questions

Have some questions for us? Take a look at some of those that we are most typically asked, along with our responses. We'd love to hear from you if there is anything else we can help with.

  • Who should attend?

    Marketing and communications professionals and website staff who want to take their Google Analytics skills to an advanced level.

  • Will I receive any certification after completing the course?

    A certificate as proof of your attendance on the course is available on request.

  • How many other attendees will there be?

    Imparture workshops are designed to create an intimate learning environment to enable one-to-one time with the trainer and healthy discourse amongst all in attendance. The average number of attendees ranges from 3 - 14 depending on the topic area.

  • Is there anything I need to bring with me?

    ​It is recommended to bring a laptop or tablet with you to follow along with live examples and log-on to various platforms.

  • Do I have to wear business attire?

    There is no dress code; you can expect a relaxed learning environment.

  • What communications can I expect to receive prior to the course start date?

    You will receive a welcome email seven days prior to your course date confirming all final details for your training workshop.

  • How can I pay?

    We accept payment via Credit Card, Debit Card, BACS, Cheque or Invoice.

You are booking on:
Find out more:
Google Analytics Immersive Workshop in Washington DC on Jul 18 - Jul 19