- 2.5 Days
Making Business Decisions with Google Analytics
Learn from proven digital marketers on how you can transform raw data from Google Analytics (GA4) into actionable insights and drive informed business decisions that lead to increased sales, improved customer experiences, and optimised marketing strategies.
Course Overview
With millions of users visiting websites on a daily basis, data is the pivotal asset for advertising success and discerning what truly resonates with your website visitors.
This comprehensive 2-day course is designed to equip you with the essential knowledge and practical skills to leverage Google Analytics for making data-driven business decisions. A significant portion of the course is dedicated to Google Analytics, covering its functionalities, best practices, and the legal and business implications of data collection, including Singapore’s PDPA and Europe’s GDPR. You’ll learn to set up and optimise Google Analytics, determine parameters for data collection, and improve your customer data collection strategies. By the end of the course, you’ll also be able to interpret Google Analytics reports, conduct competitive benchmarking, and draw valuable business insights from your data to optimise digital marketing campaigns.
Platforms & Tools Introduced
Course Highlights
- Introduction to Google Analytics, which is a free web analytics service provided by Google for tracking website performance and collecting visitor insights to allow data-driven business decisions.
- Follow a guided process to set up your Google Analytics account and learn recommended best practices for Google Analytics such as the optimal data retention duration, installing internal traffic filters, and setting custom events and dimensions.
- Understand Singapore’s Personal Data Protection Act (PDPA) governing the collection, use, and disclosure of personal data, including the rights of individuals and obligations of organizations, as well as General Data Protection Regulation (GDPR), the European legislation protecting personal data in the EU, its applicability, and the concept of cookie consent.
- Understand Google Tag Manager (GTM) as a free tool to manage and deploy marketing tags without modifying website code, and its core components: tags, triggers, and variables.
- Focus on essential metrics like Users, Sessions, Average Engagement Time, Percentage of New Sessions, Pages per session, Conversions, Total Views, View by Page, Lifetime Value, and Lead Generation Cost (CPV).
- Learn practical ways to optimise your website using GA insights, such as watching engagement rates, identifying best content, making mobile-first decisions, studying behavior flow, and optimising pages for conversions.
- Utilise various Google Analytics reports like Real-time, Life Cycle (Acquisition, Engagement, Monetization, Retention), and User Reports (Demographics, Tech) to draw business insights and optimise marketing campaigns.
- Understand the implications and benefits of Google Analytics for making crucial business decisions, gathering information about visitors, tracking popular pages, evaluating traffic flow, monitoring website engagement, and tracking mobile visitors.
Learning Outcomes
By the end of this course, you’ll be able to:
- Do Google Analytics (GA4) account setup & configuration
- Track & monitor the performance of websites
- Monitor & gain insights into user behaviour
- Analyse the demographics of website visitors
- Set up campaign tracking and analyse campaign-specific metrics
- Generate comprehensive reports using Google Analytics 4 to aid in data-driven decision making
Competency Assessment
Case Study & Practical Assessments
Stand Out From The Competition With Professional Certificates
Candidates who complete each module with at least 75% attendance and demonstrate competency during assessment will receive a Certificate of Completion by Skills Development Academy and a WSQ Statement of Attainment.
Entry Requirements:
- Aged 21 and above
- Have basic computer literacy Level 2
- Have minimum GCE “N”, “O” or “A” Level / NITEC or a diploma qualification and minimum 2 years of working experience; and
- Have an English language proficiency equivalent of higher of any of the following – GCSE N/O Levels pass in English / WPLN Level 5 / IELTS 5.5 / TOEFL (internet based total) 46-59
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Making Business Decisions with Google Analytics
(with 9% GST)
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