Make Sense of Your Data

Learn how to measure and analyze your website’s performance with Google Analytics.

Course Description

This two-day course provides a practical and theoretical foundation for anyone who wants learn Google Analytics and use it to measure their site’s performance. The course is a great start for beginners and also provides a value for more experienced users.

Take This Course If:

  • You want to start using quantitative data to measure and optimize your site’s performance.
  • You have a team of people at your organization who want to learn how to use and apply Google Analytics.
  • You want culture-specific, product-tailored instruction.
  • You want immediate, actionable findings that will concretely improve your site.

Who Is This For?

If you are responsible for reporting on the performance of your site, recommending changes or improvements, or managing online data campaigns, this data-driven bootcamp is for you. Key roles include but are not limited to:

  • Sales managers
  • Marketing and communications managers
  • Interaction strategists
  • Information architects
  • User experience experts

Individuals or teams can sign up—teams will especially benefit from this opportunity to learn together. This class is helpful for any organizations that drive leads or sales through their websites.

Upon completion of Practical Google Analytics, you will be able to:

  • Build a baseline of online Key Performance Indicators (KPIs).
  • Get a grasp on your website’s eCommerce and goal performance.
  • Learn how to dig deeper into demographics, marketing channels, and keywords that are important to your online sales.
  • Use analytics to make ongoing adjustments to your campaigns.
  • Create a structured conversion funnel.
  • Identify performance problems in funnels.
  • Check the vital statistics of a landing page.
  • Determine how to set up a test to measure the impact of a page-level change.
  • Create a usability testing schedule.


A key prerequisite is that the organization have Google Analytics set up and tracking data before the workshop starts. If this is not possible, we recommend talking to us about implementing Google Analytics before the class starts.

The company or team will need to provide a key contact person for the pre-workshop planning activities. This person will need to answer a questionnaire on goals for the training, as well as provide us with timely access to requested materials which may include, but are not limited to:

  • Access to the company’s Google Analytics.
  • Key stakeholders for brief interviews.
  • Existing user research or marketing materials.

For the course itself, each participant will need access to an Internet-enabled computer and the company’s Google Analytics account.

Course Structure

Day One

In the first day, we outline the basic structure of the tool, then provide practical, step-by-step methods for using it to address the most common sales and marketing questions related to site performance. We will look at how to measure trends, determine the value and impact of incoming traffic sources, and learn how to discover the causes of a particular sales or marketing performance issue.

Day Two

The second day we turn our attention more directly to user behavior on a site, what it tells you about performance, and what optimization strategies you can use to address it. The focus of the class is on conversion funnel creation, page-level performance analysis, and landing page optimization. Using a combination of qualitative and quantitative methods, you’ll learn how to identify potential problem areas and set up experiments to test possible solutions.

The course is designed to provide value on three levels. It will teach attendees:

  • Core concepts that will lay a foundation for understanding how to think about Google Analytics when trying to solve a problem.
  • Clear, sequential applications to common problems.
  • A range of skills that can be applied to many problems, both within the context of this course and in the real world.

TUG will provide a client-focused experience through a combination of lecture, labs, and workshops that specifically addresses your major organizational and site analysis needs. Examples of conceptual topics covered in the two-day course include:

  • Hypothesis creation
  • Development and application of Key Performance Indicators (KPIs)
  • Factor value analysis
  • Site optimization planning

Key skill topics covered in the two-day course include:

  • Goal configuration
  • Landing page analysis
  • Conversion funnel analysis
  • eCommerce analysis
  • Keyword analysis
  • Report filtering and advanced segments

We Customize Training to Your Needs

Workshops can be tailored in many ways—including group size, time constraints, budget, desired outcomes, team skill level, learning styles, and product stage. If you don’t see what you are looking for, please let us know. We’d love to come up with something that best meets your needs.