As a part of the consulting services I provide to clients, I often do trainings of Google Analytics. Sometimes it’s one-on-one or to a small group, and other times it’s to multiple teams at once. As such, there is usually a broad range in the knowledge base of training participants.
Here are four resources that I find are helpful for clients to get started with Google Analytics. A number of them would actually be helpful with any digital analytics tool, in order to gain a more intelligent understanding of how to think about digital analytics, what can be tracked, how it should be recorded, and ultimately how to take action:
While this resource is produced by Google Analytics, there is some valuable educational material in the earlier courses that speak to digital analytics best practices anyone can use, in case your organization uses another tool, such as Adobe Analytics.
Once you progress through the courses, the information does get more specific to Google Analytics, but with the content being easily consumed through online videos and short quizzes, it’s not a bad idea to learn how another digital analytics tool works, in case you don’t use Google Analytics.
Digital analytics tools are constantly adding new features and functionality. While this is great for the organization, you have to be able to know how to get this great functionality. This interface map provides a snapshot of the different sections of the Google Analytics interface, along with links to learn more about the functionality within each section.
In case you’re an Adobe Analytics user, I don’t have a static interface map to share, but you can view helpful videos on the product here.
This resource can be a little overwhelming at first, but it’s great for learning more about the dimensions and metrics that are available to you in the Google Analytics interface. As an example on how to use it, open the link and click on the “+User” link, then under the “Web View Name” column click on “User Type.” The information presented will tell you about the dimension or metric you select, expected values of the dimension or metric, and whether or not you are able to use it when creating an advanced segment.
The first two resources below are tool-specific, while the bottom two can be used with more than one specific digital analytics tool:
- Official Google Analytics Blog
- Official Adobe Analytics Blog
- Avinash Kaushik’s Blog, Occam’s Razor
- Brian Clifton’s Blog, Measuring Success
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Marketers need to know what’s in their data and trim out the filler to provide continuous, data-driven ROI for their brands.
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