Google Analytics Masterclass

Effectively measure and evaluate your digital activity with in-depth insights in Google Analytics

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Why sit this course?


Start Seeing Real $$$$ From Your Digital Spend

Start tracking leads, conversions and behavioural change in a meaningful way

Use Google Analytics To Accurately Evaluate Marketing Spend With Attribution Modelling

The customer journey is fragmented, develop a marketing attribution model to link cause and business effect

In-depth Marketing Insights Using Advanced Google Analytics Features

Unlock and interpret advanced Google Analytics tracking and evaluation features

Get Beyond Basic ‘Likes’ & Start Putting A $$$ Value On Activity

Learn how to move beyond rudimentary awareness metrics and start tying activity to lead generation and acquisition

Use Google Analytics To Get The Truth On Campaign Performance

Finally find out if and how marketing activity is moving the business needle


View the Agenda

Preview session overview below


What content is covered in this Course?


Latest website analytics research and usage stats

  • Understanding the importance and role of data and analytics in decision making
  • Appreciating and understanding its evolution over time

Defining a web analytics framework to measure success

  • Defining a system for lead generation and lead nurturing
  • How to measure brand awareness online
  • Defining website goals and tracking performance
  • Analysing and interpreting user behaviour to unlock audience intentions

Understand the key features and advanced applications of Google Analytics

  • Using dashboards to simplify data and for ease of analysis
  • Overview and explanation of important Google Analytics language and jargon
  • How to interpret and understand traffic data
  • Understanding user behaviours and how to visualise conversion funnels
  • Getting to grips with conversions and assisted conversions
  • Introducing Universal Analytics and Google Analytics Premium

Benchmarking across campaigns and identifying hidden trends

Understanding the user journey and attributing success where it is due

  • Appreciating the role of different channels in the conversion cycle
  • Which channels are good closers?
  • Which channels are best for awareness?
  • Giving credit where it is due to both closers and awareness generators
  • How to accurately attribute conversions in a multi-channel campaign
  • Developing an attribution framework across all channels
  • Integrating offline and online data to understand the customer journey

Creating a culture of testing and analytics

  • Test it. Prove it. Do it. Unless it fails. Then try something else.
  • Understanding digital data sources and their limitations

Your Instructor


James Fitzgerald
James Fitzgerald

James Fitzgerald is the Executive Director of Programming at SMK.

SMK is a specialist learning and development organisation which exists to help businesses use social media, mobile and digital channels more effectively.

As Executive Director of Programming James is responsible for devising and developing all blue chip and corporate education programs. James is one of the most widely respected figures in digital marketing in APAC, having educated over 15,000 senior business decision makers on how they can use these channels more effectively, including leaders from: United Nations, Air NZ, MYER, McDonalds, NAB, P&G, Tourism Australia, Ralph Lauren, Westfield and various Government departments, to name just a few.


How does the Pricing work?

  • Become a member and access all courses
    Join SMK: Digital Excellence and access all online courses as they are released PLUS all Live-Streams for 12 months
    Access to all SMK Online Courses and Digital Live-Streams are available for SMK's Digital Excellence members. Over 100 hours of online courses will be released throughout 2019 as well as monthly Digital Live-Streams covering the most up-to-date optimisations and platform updates. Membership packages start from just $85 +GST /month with plans for individuals and teams available.

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Who is this course for?

Simply put, this course is for anyone who works in online marketing or is looking to start effectively evaluating online activity: