Analytics Essentials-using Google Analytics to measure success and improve content.

Course Aims

This practical workshop is designed to teach you how to use metrics to both measure your success and improve your content.  This course is designed to give working content creators and journalists a practical understanding of how to use metrics in their work, with the aim of actually improving their output, rather than just assessing success and failure.

Analytics – the ability to see who is reading your content, how they’re reading it and when they come to the site – is the secret of success in digital. But without a good understanding of how to use online traffic measurement, it can mislead you.

Course Brief

The course will start from the basics and will help you build an understanding of what data is important and how to use the reporting tools in Google Analytics.

Specifically the course will cover :

Getting Started with Google Analytics

  • Setting up an account
  • Overview of the main sections of Google Analytics
  • How does Google Analytics work
  • What do the metrics mean?


Understanding Website Traffic(User Acquisition)

  • Where do visitors come from?
  • Direct, referring sites, search engines and keywords
  • Search Engine Optimisation and Pay-Per-Click advertising
  • Tagging campaigns for email, social media, and offline marketing


Website User Activity(User Behaviour)

  • What do users do when on the website?
  • What pages are users looking at?
  • Which pages cause visitors to leave
  • How did users navigate the site?


Who is your Audience

  • Using the audience reports to learn about your audience ,their language preference, what country they visited from, what time they visited from, name of their company etc.


Audience Activity(Conversions)

  • What are your goals?
  • How did you set them up?
  • What reports do you need to measure your goals?


At the end of this course you will have :

  • The confidence to set your own measurement strategies, and the knowledge to incorporate analytics-based feedback into your work in the future.
  • The skills to develop a practical plan that you can implement when you return to work.