Who is this Course For?
FOR MARKETERS
- If you want to learn how to evaluate the effectiveness of investments in marketing communications in a realistic way, not just an estimate.
- If you want to understand how users interact with your site and at what stage of the funnel they are lost.
- If you want to find potential growth opportunities for your business by analyzing data about your audience and their interaction with your website.
FOR WEB ANALYSTS
- If you want to become more knowledgeable in using various web analytics tools, such as Google Analytics 4, BigQuery, PowerBI.
- If you want to develop a web analytics strategy for your company and use data to make informed decisions.
- If the interface is no longer enough for your tasks and you want to start working with raw data in BigQuery.
ВГFOR PPC SPECIALISTS
- If you want to improve the effectiveness of your advertising campaigns through detailed data analysis and conversion measurement.
- If you're tired of constantly switching between 10 ad accounts and want to collect all your data in one place.
- If you want to develop your analytical skills that will help you make informed decisions in PPC marketing and increase the effectiveness of your campaigns.
ВО
Learning Experience
- 01
VIDEO LECTURES
15 lectures grouped into 3 blocks. You will have access to the course materials, as well as UPDATES, forever.
АС - 02
TASKS ON THE PLATFORM
More than 50 tasks for self-testing after watching videos.
ВО - 03
PRACTICAL TASKS
30+ homework assignments on test sites that will allow you to consolidate your knowledge in practice. I check these tasks personally and provide individual feedback on each of them.
ОД - 04
ONLINE MEETINGS
10 webinars that last until you have no more questions.
КК
ОК - 05
EXAM
Your opportunity to showcase what you've learned during the course with your own project and get personalized feedback.*If you don't have your own website, you'll be offered an alternative.
Course Syllabus
- Module 1.
Basic reports. Track events and conversions
What You Will Learn- What is web analytics
- Differences between web analytics and analytics
- How web analytics systems work
- Main entities: user, session, event
- Data accuracy in analytics systems
What You Will AchieveAfter watching this lecture, you will learn the basics of web analytics, find out what are the nuances of data collection in analytics systems, what factors affect the accuracy of data in GA4, and most importantly, understand why data alone is meaningless.
What You Will Learn- Account registration
- Installing GA4 on a website via GTM
- Basic setup
- Overview of the interface
- Parameters and indicators - what's the difference
What You Will AchieveYou'll learn how to customize Google Analytics 4 to meet your needs. You will familiarize yourself with the interface and understand important concepts such as parameters and metrics.
What You Will Learn- Key indicators in the reports
- How Google Analytics collects audience data
- Demographic reports
- Technical data
- How to work with data
What You Will AchieveYou will get detailed insights into the target audience of your website, learn how GA4 receives data on the age, gender, operating system, and browser of your website visitors. You will get acquainted with the main indicators in the reports and understand why the data on the number of sessions in different analytics systems may differ.
What You Will Learn- Sources and channels of traffic
- What are UTM tags
- Working with utm-tags and url parser
- Reports on traffic sources: User Acquisition vs Traffic Acquisition
- Advertising reports
What You Will AchieveYou will understand how GA4 determines the traffic source and how to work with UTM tags. You will study traffic source reports in detail and learn the difference between User Acquisition and Traffic Acquisition reports. You will also understand which attribution models are used in standard GA4 reports and which are used in the Advertising block.
What You Will Learn- What are events
- Sending of events
- Event parameters
- What are conversions
- Tracking simple events via GTM
- Setting up conversions
- Virtual events
What You Will AchieveYou will be able to understand what events are and how to transfer them to Google Analytics 4. You will learn about the parameters that can be added to events to get more information. You will also understand the essence of conversions and learn how to set them up. And as a bonus, you'll learn about virtual events that can be used to track non-standard actions on your website.
- Module 2.
Examples of settings and data management for different sites
What You Will Learn- What is a landing page? The main task of a landing page
- Landing page analytics
- Tracking events on the landing page
- Research block in GA4
- How to highlight your core audience
- Analyzing scrolling
- Analysis of interaction with website elements
- Setting up scrolling in GTM
- Creating audiences in GA4
What You Will AchieveYou will understand what a landing page is, what its main task is, and what are the most important indicators in landing page analytics. You will understand why the Research block in Google Analytics 4 is your main tool. You will learn how to draw conclusions based on scrolling data and how to analyze the necessity of certain elements on the landing page.
What You Will Learn- Basics of information resources analytics
- Content metrics
- Website performance
- Indicators of audience engagement and retention
- How to calculate the interaction rate according to your own rules
- Setting up content metrics through GTM
What You Will AchieveYou will learn what are the main indicators used to analyze information resources and why the standard engagement rate is not the best solution when analyzing information resources. You will get acquainted with the technique of cohort analysis and understand why it is important to evaluate the return of users to the site.
What You Will Learn- Analytics of online stores
- Writing technical specifications for Ecommerce
- Setting up Ecommerce in GTM
- Overview of standard Ecommerce reports
- Tracking internal promotions
- Study of the user traffic funnel on the site
- Working with Ecommerce data
What You Will AchieveYou will master all the nuances of setting up analytics for online stores. You will learn how regular events differ from Ecommerce events and how to understand at what stage of the checkout process users fall off. You will get acquainted with standard reports from the Monetization block and learn how to build custom ones in the Research block.
What You Will Learn- Analytics for SaaS
- Total user value (LTV) in Google Analytics 4
- Cohort analysis
- UserID settings
- Tracking internal promotions
- Study of the user traffic funnel on the site
- Working with Ecommerce data
What You Will AchieveYou will understand the main indicators used in analyzing the effectiveness of SaaS marketing and what nuances of SaaS analytics should be taken into account at the stage of data collection setup. You will understand when to use the Cohort Analysis methodology and when to use the Total User Value methodology, and how these methods work.
What You Will Learn- Create events based on audiences
- Modifying events in GA4
- Edit reports
- Library of reports in GA4
What You Will AchieveYou will fully master the functionality of customizing the GA4 interface, even the main page. You will learn how to create events based on audiences and understand when the event modification functionality can be useful.
- Module 3.
Advanced analytics. Working with BigQuery
What You Will Learn- What is BigQuery
- Introduction to BigQuery and GA4 export
- SQL basics
- Filtering data: WHERE statement
- GROUP BY, ORDER BY
- How to calculate conversion rates by traffic sources and advertising campaigns
- Data mismatch in the interface and BigQuery
What You Will AchieveYou will understand why it is important to be able to work with raw data and how to set up data export from GA4 to BigQuery. You will understand what SQL is for and write your first SQL query. Moreover, you will learn why the data in GA4 and BigQuery may not match.
What You Will Learn- Events, sessions, and users in BigQuery
- Sources of traffic in BigQuery
- The UNNEST function. Working with event parameters in BigQuery
- Introduction to Power BI
- Building a report in Power BI on user interaction with the site
- Setting up auto-updates for Power BI reports
What You Will AchieveYou'll learn how to prepare data for building reports and understand why it doesn't need to be aggregated before visualization in Power BI. You'll learn the difference between View and Table in BigQuery and build your first Power BI dashboard that will describe user interaction with the site in detail.
What You Will Learn- Preparation of data for building cohorts
- Building dynamic cohorts by date of first purchase in Power BI
- Working with cohort analysis data. We learn to read constructed reports
What You Will AchieveYou will learn to independently build a report on various cohorts in Power BI. You will learn what data you need to prepare for building a report and how to effectively analyze reports to obtain reliable conclusions.
What You Will Learn- What is RFM analysis? How it can help business
- Preparation of construction data for RFM analysis
- Classic RFM segmentation
- User segmentation using K-Means
- Clustering in Power BI
- Building a report with RFM in Power BI
- Work with RFM analysis data. We learn to read constructed reports
What You Will AchieveYou will be able to segment users yourself, using different segmentation methods. You will learn which main user segments are identified during RFM analysis and how to determine the number of segments. You will build your own RFM report in Power BI and learn the techniques of analysis and work with the report.
What You Will Learn- What is end-to-end analytics
- What data is needed to build end-to-end analytics
- Transfer of Google Ads
- Writing technical specifications for data download from CRM
- Building a report in Power BI
- Multichannel sequences
- Additional material. Import costs from Facebook Ads into BigQuery
What You Will AchieveYou will build a full-fledged dashboard of end-to-end analytics in Power BI, combining data on real purchases from CRM with data on spending on advertising campaigns in Google Ads. In advance, you will learn the nuances of data preparation for end-to-end analytics, what issues need to be resolved with the business, and what tasks the built report will help you solve.
Course Fee
What You Will Gain
weeks of intensive training, during which you will master all aspects of web analytics and learn to apply them in real situations.
ТПtasks on the platform that will help consolidate theoretical knowledge and develop web analytics skills using real examples.
АРpractical tasks on real sites, where each task will be reviewed by a teacher, and you will receive personal feedback for each completed task. If you can't do the task the first time - you will get a hint and you can pass it again)
НСККwebinars in the format of questions and answers, where you can ask questions without restrictions, and until you have a single unanswered question.
МПaccess to an alumni community of web analytics professionals so you can continue to learn, network, and discover new ideas.
КОaccess to all materials, which will allow you not only to repeat the studied material, but also to get access to updates and additional content.
КДReviews
I had the joy and pleasure of being among the first students of this course, and I will say that I was really very lucky in this case, because there were analysts, ppc specialists and marketers "at the desk" with me - there was someone to look up to. About the course itself: I already wrote somewh
Heard about this course from colleagues. New and old GA4 analytics have appeared. In which everything seems to be clear, but at the same time it is not at all clear what exactly this data is and in what context it is shown in this or that report. Also, I have long wanted to understand unloading and
This course is one of the few that really gives top knowledge that can already be implemented during training. The information is accessible and systematically presented, each aspect is presented in detail, which made the learning process clear, but not without the fact that you need to look for ad
Maks Hapchuk
@makshapchuk
/maks.hapchuk
Lecturer at Superludi Online School of Digital Professions
Lecturer at WebpromoExperts Internet Marketing Academy
Lecturer at Tetyana Mykhalchenko’s PPC School
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