Introduction to Google Analytics Mini Online Course

Raise your hand if you have a website? Doing some form of communication to keep in touch with your customers? Great.

We don’t need to remind you that today is a very different world than it was yesterday. And we know attention and priorities have shifted. We know because we are in the same boat.

Learn Inbound and The Coloring in Department has partnered up with something we think you will find useful. And hopefully one of your friends too.

A Mini Google Analytics Course, that will pack a punch, full of useful stuff. We have always held onto the belief that having clean and valid data, and correctly tracking your marketing communications will reduce waste. Also, we like the thought of competing with Netflix.

Yeah, I want in!

Companies That Attend Our Courses

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what’s in the course?

This is a slightly different offering to the usual Learn Inbound courses, as we adapt to our new virtual environment. For one, it will be delivered online (#stayathome). Secondly, it will be run over three 2 hour sessions on Monday 20th, Wednesday 22nd and Friday 24th April. To help people juggling the work-from-home-with-kids-not-at-school balance, you’ll get a recording too.

Jill & Aiden will run the two hour session starting at 7 GMT, 3pm Eastern, & 12 noon Pacific.

Perhaps more different, is the cost. It’ll come in at 99 Euro, and if you buy a seat on this course you can choose to gift a seat to someone you know who isn’t in a position to buy the training. We’d suggest someone in need.

Lastly, if you join our squad, you’ll get a recording of the course to rewatch at your viewing pleasure. A load of useful templates, and some quizzes to test your knowledge.

Sound good?

why study with us?


Our Introduction to Google Analytics course is taught by two industry experts who have trained 65,000 marketers, in 75 countries – ranging from small business to major household brands.


Did you miss anything covered by Jill & Aiden? Not to worry! By taking this course you’ll get a recording of the course to rewatch at your viewing pleasure.


We want you to do more than listen. You will receive a load of useful templates to put into practice, and some quizzes to test your knowledge at the end of the course.

Course Outline

Monday 20th April Session

Module 1: How GA Works

In this module, you'll understand that Google Analytics, and the measurement of your website and marketing performance, is a vital skill. However, with no real formal training on the tool, most people just log in, look at the chart lines that going up or down, or take the first set of numbers that they find as the gospel, and make decisions based on that.

However, if you're using data that is wrong, or wildly inaccurate, then you'll make mistakes, you'll have crossed wires, and you’ll be using inaccurate insights to justify your decision making.

The truth is, you need to understand the foundations of how the Google Analytics platform works, and along the way, understand the jargon and lingo that comes with it.

Module Outcomes
By the end of this module, you’ll be able to:

  • The basic concepts of how Google Analytics works from data collection, configuration, processing, and reporting perspectives
  • Understand the key terminology used in Google Analytics
  • Understand the measurement planning process

Module 2: Account Structure

You need to understand how your Google Analytics account is structured, as it has implications for the data collection, processing, and therefore the reporting which you base all of your decisions on. It can be a little mind-boggling when you try and work out your account structure at first, so to help, we've created something called The House Model©.

Module Outcomes
By the end of this module, you’ll be able to:

  • Understand what an account, property, and view is in Google Analytics
  • Understand what a typical account setup is for basic sites, companies with multiple brands, and multi-domain websites
  • Understand how your account setup will impact your data collection and data quality
  • Identify your current setup and map out the correct account structure

Module 3: Filters

Filters can dramatically improve the quality of your reports from there. For example, you don't want to see data from some sources, such as your own staff using the website, or if you happen to have fake spam traffic. Filters provide a way for you to change and modify the data that you can see in each view.

Module Outcomes
By the end of this module, you’ll be able to:

  • Understand the differences between a predefined and a custom filter
  • Understand the different use cases for filters that you can expect
  • Know where filters live in Google Analytics and are able to reflect on your current approach to filter use
  • How to test the filters that you’ve created

Module 4: Admin Setup

There are a lot of toggles and buttons in the admin area. Some of them can make a mess of your data, and some have you singing in data joy. This module will focus on the things you really should keep an eye on. We will share things that we find missing in accounts on a regular basis and focus on the parts that will give you cleaner data quickly.

Module Outcomes
By the end of this module, you’ll be able to:

  • Understand how your tracking info settings can impact your reporting data
  • Why you need to link Google Analytics with other Google products
  • Where you would find remarketing lists for your Google Ads & Marketing Platform campaigns
  • How to use content grouping to understand your website content
  • How to use and set up annotations
  • How to set up and use alerts

Wednesday 22nd April Session

Module 5: Tracking Campaigns and Website Traffic

The data you've in Google Analytics might not be quite as good as you think. With that happy note, after this module, you'll understand how the Google core reporting API (Application Programming Interface) crunches your acquisition data, how to identify if you have any tracking problems, i.e visitors being allocated to the incorrect marketing channel and skewing your reports.

This module will equip you with the skills to identify how channels are actually defined in Google Analytics, and how you can make mistakes with the channel definitions.

We'll also be talking you through the details of what the Urchin Tracking Module (UTM code) is, how they work, and use cases, so you don’t get your mediums and sources confused. Which is very common.

Module Outcomes
By the end of this module, you’ll be able to:

  • Identify how UTM tracking codes work
  • Understand how the reporting API works for acquisition reporting
  • Create UTM codes
  • Create or edit marketing channels in your admin settings

Module 6: Event Tracking

You need event tracking to find out if people scroll down your page, or if they download that PDF, watch the video, submit information in a contact form, but it doesn’t come pre set up with Google Analytics, you need to get it implemented yourself.

This is challenging, particularly because event tracking requires another Google product to function properly, Google Tag Manager (GTM). This module isn’t about how to use Google Tag Manager, although you'll understand how Google Analytics and Google Tag Manager work together to fire events, how to audit which events you currently have, and how to brief in new events to your development teams.

By the end of this module, you'll understand why you should care about event tracking, how it works and what you need to do to get this data into the reports in your Google Analytics account.

Module Outcomes
By the end of this module, you’ll be able to:

  • Identify what event tracking is used for, and where the data lives in your Google Analytics reports
  • Identify which events you should be tracking on your website or app
  • Understand how events are correctly labeled, so they make sense
  • Establish how you should brief your development team for event tracking

Friday 24th April Session

Module 7: Goals

All websites, no matter how large or small, need to have some way of measuring if we are all doing a good job or not. Goals are used in Google Analytics as a way to find this out because you really need to have a way to measure effectiveness. Creating goals in Google Analytics actually doesn’t take that much time, the hard part is understanding the types of goals you can have, and then thinking strategically about how you'll use your allowance per view.

Module Outcomes
By the end of this module, you’ll be able to:

  • Reflect on your business objectives and understand the need for goals within your Google Analytics setup
  • Understand what macro and micro goals are
  • Understand how goals can be mapped to a customer journey in your site
  • Identify the different types of goals available
  • Review your current goal status and identify opportunities to improve your current setup
  • Identify how to assign goal values

Module 8: MCF Reporting and Attribution

The allocation of credit though depends on a few things, such as with the attribution models that Google Analytics uses. Before your eyes roll into the back of your head in boredom at the thought of attribution modeling (more on that in our advanced module later) there are a few steps you need to get right, six steps to be precise, to truly paint the right picture when it comes to how your marketing and website content is working for you.

Module Outcomes
By the end of this module, you’ll be able to:

  • Understand the difference between the core reporting API and the MCF reporting API
  • Recognize how long it takes customers to convert on your website
  • Understand how your channels and content assist in conversions
  • Understand the typical conversion path by marketing channels on your website
  • Understand the different attribution models within Google

about your trainers

Aiden & Jill cover the whole range of marketing channels between them, and met, doing just that - creating courses for the world's largest digital education brands. They literally wrote the course across an array of Google products, and plenty else besides.

Jill has worked for some amazing high growth brands from a consulting perspective, as well as lecturing on digital marketing masters programmes for Universities, is an author for Smart Insights, and a lead instructor for General Assembly, ISDI, The IDM and B2B Marketing.

Aiden mostly works on global brands shaping and delivering their digital and advertising strategies – not to neglect making sure those strategies stick, with a ton of upskilling. To date, he's been involved in campaigns producing 20+ awards, from the Cannes Lions to the Webbys. He chairs the global product advisory board at General Assembly. He's also the creator of the Google Squared program.

They have trained 65,000 marketers, in 75 countries – ranging from small business to the big boys and girls of household brands. They have an obsession with making education accessible, fun, and just plain brilliant. They know that you've read the book, done the free stuff, and want to know how to -actually- do it. They've been doing it for Fortune 500 companies for a collective 30 years - so they'll show you how it's done. They have the templates, frameworks, and the standard processes that you can use straight away - getting rubber on the road, saving time, money, and sanity.

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upcoming courses

Google Analytics
Online / Remote #stayathome

Any Questions?

How much does the mini-course cost?

What if I can’t make the session?

Do I need experience in Google Analytics?

Where will the course take place?

How do I gift a seat?

How much does the mini-course cost?

99 Euros with the ability to gift a free seat to someone you know who is not in a position to buy the training.

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What if I can’t make the session?

For each day of the course, we will record everything - which you can access via The Coloring in the Department’s learning platform.

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Do I need experience in Google Analytics?

No, however, this course is aimed at people who have a Google Analytics account, but they feel like they could know a bit more about it.

This course is designed to up your level, so that you understand how it works, how to tweak your admin settings to get clean data, as well as track your marketing communications so you know what is working or not.

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Where will the course take place?

This will be done online using The Coloring in Department platform.

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How do I gift a seat?

Once you have bought your course, Jill and Aiden will reach out directly. You just need to let us know who you want us to add to the course, a name and email is all we need to spread the learning joy. Please be kind and thoughtful with your gift.

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