Google Analytics: How to Measure and Report Digital Marketing Results & Mak...

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The Elms Business Space

7 The Elms St

Faith's Road



United Kingdom

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Google Analytics: How to Measure and Report Digital Marketing Results & Make More Money Online

This well-established full-day session takes you on a journey to learn the fundamentals of Google Analytics and identifies the key tools in helping you understand international traffic.

Through a combination of theory and practical examples, this intense workshop will introduce the critical questions, methodologies and techniques that are necessary to understand consumers and assess the performance of your website and wider online activities.

It also identifies the key tools and reports to understand how people interact with your site.

Who is this course for?

This course is designed to help those that are responsible for making more money online for businesses. It is especially useful for Website Owners, Marketing Managers and Digital Marketing Managers that want clarity on their audience and where they should be investing budgets for maximum impact.

With a focus on understanding users based on their location, this workshop is particularly useful for those looking to better understand international audiences and identifying growth opportunities.

Whether you are new to Google Analytics or someone that uses it on a day-to-day basis but knows there is more you could get from the product, this workshop is definitely for you.

The course starts with the basics but quickly extends to in-depth technical detail that would be appropriate beginners and those with experience with Google Analytics.

This course, as with all the New Anglia Growth Hub events, is suited and intended for businesses already running and established for 6 months or more. Please refer to courses by NWES and MENTA for courses more suited for those businesses who are pre-start or have been trading for less than 6 months.

What you will need

There are no specific pre-requirements needed to attend this course. We recommend bringing a pen and notepad to capture notes on the day. Some attendees choose to bring a laptop and follow the steps during the practical exercise on their own website and analytics account. Note, we cannot guarantee WIFI access on the day.

The only thing we ask for is your enthusiasm and excitement!

Key topics covered on the day:

  • Why web analytics is integral to online success.

  • The ABO Model.

  • Getting clarity on objectives.

  • Choosing the right online KPIs.

  • Getting around Google Analytics.

  • How to monitor trends.

  • Channels: Mediums, Sources & Campaigns.

  • Core Metric Types.

  • Primary & Secondary Dimensions.

  • Advanced Dimension Value Filtering.

  • Drilling down using Advanced and Custom Segments.

  • Where are my customers coming from?

  • Segmenting traffic by Country.

  • Identifying international growth opportunities.

  • Characteristics, Behaviours and Actions.

  • Views and Filters.

  • Content Groups.

  • Social Value & Influence.

  • Understanding User Journey paths.

  • Where do people arrive on my site?

  • Where do people exit my site?

  • What are people struggling to find?

  • Tracking Events.

  • Goals & Funnels.

  • Understanding roots to conversion.

Desired Outcomes

This workshop aims to:

  • Learn the key components of Google Analytics.

  • Develop core skills to explore your website’s performance using Google Analytics.

  • Understand your international audience, their behaviours, interests and contributions to performance.

  • Identify international opportunities and areas of growth and expansion.

  • Create positive change within your business through education and awareness.

  • Provide you with the skills to understand your visitors, who they are, where they come from and what they do.

  • How to measure the impact of your online marketing efforts.

  • Spark ideas on how you can get the most from the platform and improve the way you measure the performance of your business online.

  • Greater confidence in using analytics to help understand where to invest budgets to make the most of the digital space.

  • Provide the ability to make better (data-driven) business decisions in the future.

Agenda for the Day

09:15 - 09:30 Registration, Tea & Coffee

09:30 - 9:40 Welcome, Growth Hub Intro "Who We Are & How We Can Help"* (10 mins)

09:40 - 09:50 The importance of Web Analytics* (10 mins)

09.50 - 10.30 Defining Business Goals (Practical)* (40 mins)

10.30 – 10:40 Introducing Google Analytics and the ABO Model* (10 mins)

10:40 – 11:20 Applying the ABO Model (Practical)* (40 mins)

11:20 – 11:35 Refreshment Break: Tea/Coffee

11:35 – 12:00 Navigating the Google Analytics Interface* (25 mins)

12:00 – 12.25 How to set up goals (Practical)* (25 mins)

12.25 – 12:45 Understanding Channels, Acquisition and Segmentation* (20 mins)

12:45 – 13:15 Creating Management Reports* (30 mins)

13:15 – 13:30 Q & A* (15 mins)

13:30 Close

Total hours: 4hrs 15mins

Total *IDB = 3hrs 45mins

State Aid for this is £187.50 or 207.70 Euros (£1 = 1.10775 Euro as at Dec 19)

About the Presenter/Trainer: Tom Bowden, Director of Footprint Digital

As a member of the elite, Google Analytics Certified Partner network Tom Bowden and the team at Footprint Digital Ltd help companies make more money online through SEO, PPC and Conversion.

A strong believer that businesses can do better and an advocate for continuous testing Tom helps companies improve their online experience and increase customer satisfaction. Using a unique and innovative testing methodology his team of experts not only generate significant revenue growth for their clients but, also, forge a new path for how websites should be built.

Tom shares result from the numerous tests he has run and helps you make better decisions to ensure your business thrives online. He has a wealth of experience and has developed global strategies for the likes of Sony, Motorola and Cartoon Network, as well as localised strategies for small and medium-sized businesses that are hungry for growth.

Tom is the person to talk to if you are interested in understanding the most effective way to invest online (Google Analytics), generating business through Google Adwords (PPC) and improving the conversion rate of your website (CRO).


I would like to book for more than one person from my company?

Due to the popularity of these events, we are only able to allow one person per company to attend. However, please email, if you wish a colleague to attend as well and if we have cancellations we will notify you immediately in a first come, first served basis to offer another ticket.

What are my transport/parking options for getting to and from the event?

Parking is available on site at the venue but this is limited. The venue may appear that you are going into a housing area only, but continue and you will see the signs for Age UK Norwich on a gateway. Follow driver way and then park to the left of the white building. The Elms is the red brick building to your left as you enter, not the white building.

Details for parking, and alternative transport options and distances, as well as contact numbers for the venue, are all available on their website is given below.

How can I contact the organiser with any questions?

Please email if you have any questions or queries.

What will be done with the information I supply?

Your information will be stored on Eventbrite according to Eventbrite terms and conditions. Upon arrival you will be required to sign in on our attendance sheet, to provide evidence of your physical attendance, a state aid and feedback form for the event, and if we are missing of the key data, such as company name, address contact number a form to collect this missing information. This will be kept on the server as evidence for our ERDF funding for the length of the contract evidence requirements. After your attendance will be stored on the secure Growth Hub CRM system. This is required in order to provide evidence of your attendance and eligibility for the course. This will be kept to the statutory dates any only accessible to Growth Programme and authorised personnel. If you request further contact from an adviser post this event they will use this information to contact you and log any future interactions, again to evidence for ERDF funding.

Your information will not be given to any third parties without your permission. However we will share your details with our trainers if you tick the sign in box next to your signature upon signing in, so they are able to contact you should you wish them to.

Any paperwork completed by you for the course, you are welcome to have copies of upon request.

State Aid Declaration

This event is delivered, free of charge, to SMEs (SME is defined as an Enterprise with fewer than 250 employees and has either an annual balance sheet not exceeding 43mEuro or Annual Turnover not exceeding £50m) other restrictions may apply. This support is being provided as de minimis aid under EC Regulation 1407/2013 (De Minimis Aid Regulation). The value of this support has been calculated as £187.50 or 207.70 Euros (£1 = 1.10775 Euro as at Jan 19)

Please note: This is not a request for payment; we are merely required to notify you of the value, which will be relevant if you wish to apply or have applied for any other de minimis State Aid in the future. There is a ceiling of €200,000 for all de minimis aid provided to anyone organisation over a three fiscal year period (i.e. your current fiscal year and previous two fiscal years).

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The Elms Business Space

7 The Elms St

Faith's Road



United Kingdom

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