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Advanced Digital Marketing Analytics using Google Analytics New Class


This course is designed for business and marketing-minded individuals who want to maximize the value of their digital analytics tools.  During this course you will learn how to customize Google Analytics to capture more meaningful data from user interactions to conversions.  You will learn hands-on how to use Google Tag Manager to capture data on user interactions, such as PDF downloads, Exit Links and Click-to-Calls.  You will use advanced analysis techniques in Google Analytics to interpret and understand user behaviors and marketing channel effectiveness for your website.

This course is part of the Digital Marketing Certificate. It can be taken as part of the certificate or individually.

Who Should Attend

This course is designed for business and marketing professionals/students and does not require developer knowledge or coding.

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Course Outline/Topics

  • Overview of Google Analytics implementation: Basic, Intermediate and Advanced
  • Learn how to use Google Tag Manager to capture user interactions on a website
  • Advanced analysis techniques using Events and Conversions
  • Learn about eCommerce tracking and reports
  • Understand cross-channel attribution using the Multi-Channel Funnel reports
  • Learn about methods for analyzing data across devices (desktops, tablets and mobile phones)
  • Learn how to stitch together data across visits to create user profiles

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This program can be applied toward the:

Introduction to Digital Analytics course or a basic understanding of analytics tools, particularly Google Analytics.

"I liked being able to work on my own GA account while we were working. It allowed me to apply my knowledge immediately."
Student, 2014

"Trisha was great - very helpful and easy to understand. It was obvious she knows WAY more than this class covers, but she knew exactly how to communicate in a way that was on our level. Great class!"
Student, 2014

"The class was the perfect pace and we received the perfect amount of information in the perfect amount of time. GA is very complex and there was a lot of information, but I never felt overwhelmed or rushed."
Student, 2015

"The information presented was not just delivered with an academic "here is what can be done" perspective, but instead demonstrated in a real-world "this is how you can use it to succeed". In GA, where there is much more data than what is actually useful, this was refreshing."
Student, 2015

Dates and locations to be announced.
Fee: $349
CEUs: 0.7
  Related Courses  
Introduction to Digital Marketing Analytics
Digital Analytics Strategy: A Structured Approach to Measuring, Interpreting and Reporting Data
Email us with your interest, contact:
Pam Nellen, Program Manager, Business and Technology Programs,, 414-227-3208


Marketing & Technology Spring 2015 Brochure

Marketing & Technology Fall 2014 Brochure

Or download the pdf