22nd Jan 2026 (Other dates available) Online
Google Analytics Course: The Complete Guide to master GA
Measure what matters and prove the impact for your marketing campaigns.
Designed for marketers who want clarity, not complexity, this course shows you how to use Google Analytics to improve performance across channels. You’ll gain practical skills to track success, spot opportunities, and communicate insight to stakeholders so data becomes a tool for progress, not just another dashboard.
What will I learn on this Google Analytics course?
Learn to generate accurate reports that drive better campaigns
Measure the performance of SEO, PPC, and online activities more accurately
Apply new techniques directly to your current marketing campaigns
Boost your understanding of how to use Google Analytics professionally
Introduction to DMA Google Analytics Masterclass
Understanding Google Analytics and getting it to work for you is a true skill; one you'll be able to confidently build up through the duration of this masterclass course. The course material will show you how to configure analytics to your needs, use KPIs, and uncover insights that could improve conversion.
Why Choose the Google Analytics Masterclass?
Insightful learning: Understand how to transform raw data into meaningful insights
Omnichannel tracking: Measure the performance of online activities more efficiently
Real-world application: Apply techniques to your current marketing challenges
DMA support: Be part of a network that encouraged responsible, result-driven marketing
Understanding what Web Analytics can do for your web site
Clarifying how Google stores and uses your data
How Google Analytics works
Overview of the hierarchy of Accounts, Users, Properties and Views
Best practice for structuring and managing Accounts and Views
Understanding when and how to create Views, edit settings and manage View assets
Learn how to import AdWords data and edit settings
An overview of common issues on the management of Google Analytics
Understanding how Google uses cookies and the information they track
Know the differences between 1st party and 3rd party cookies, persistent and temporary cookies
Understand the Google Analytics Tracking Code (GATC), where to place it and how it can be customised
How to verify your Google Analytics setup and troubleshoot common mistakes
Import cost date, performance metrics from non-Google search engine campaigns
Best practice guidelines for analysing data and how to analyse data trends
Creating accounts, setting data sharing preferences, exporting and emailing reports
An overview of the Google Analytics dashboard and how to use data visualisations
Understand how to create, use and share Dashboards
Understand how to create, use and share Shortcuts
Adding annotations to reports
Create automatic custom alerts (Intelligence Events) to notify you of significant statistical variations in your analytics
Explore and understand Real Time Analytics
Create your first GA4 property
Configure Analytics settings in the property
Key concepts: data collection fundamentals
Creating events and conversions
Choose settings most relevant for your business
Difference between Views in Universal Analytics and Data streams in Google Analytics 4
Set up your data stream and select the sites and apps you would like to add
Data Settings: Data Collection - set your data collection settings
Data Settings: data retention - how to use it to determine how long to retain data for
Data Settings: Data Filter - how to filter data in your property
Best practices for using Filters - how Filters work, how to create them and when to apply them...
Understand how to create Include and Exclude Filters, Search and Replace Filters
How to use Filters and Views together to track certain kinds of traffic such as Googles Ads traffic
A look at advanced Filters - cascading Filters, Filters for sub-domains etc...
Why you should customise your data reports with imported data
How to create a data source to import your external data
How to import cost data from non-Google sources
Import User-ID data to track visitors across devices and have accurate user journey data
Configure your data collection
How to turn on Google Signals and how that helps
Choose the important events and conversions to create
Define audiences for your Remarketing campaigns in Google Ads
How to manage users and add or remove users at the account and campaign levels
How to link Google Ads and Analytics
Link your Google Analytics and Merchant Centre accounts
How to check property change history to see changes that have been made
What are dimensions and metrics and how do they work?
What are sessions in Google Analytics 4?
Deciding which metrics are important for your site
How to update dimensions and metrics in Exploration reports
Measuring traffic sources like Organic, SEO, Paid etc with the metrics you have chosen
Setting date and comparison date ranges, changing the time graph by hour, day, week and month
Segment your data and compare multiple metrics in the same report using Advanced Segments
Exercise - Create an Advanced Segment
View your data using primary and secondary dimensions in a single report and then use pivot tables to compare groups of data and detect trends
Use Weighted Sort to show you the most actionable rows first within your reports
Use Custom Dimensions and Custom Metrics to collect and analyse data that Google Analytics doesn't automatically track like demographic data
Learn how to customise standard reports to include information that may be missing
Share templates of Dashboards, Advanced Segments and Custom Reports
How Google Analytics calculates Views, Sessions and Segments
Understand the Length of Visit Report and how Time on Page and Time on Site are calculated
Configuring segmented reports for New vs Returning Visitors, Pageview vs Unique Pageviews...
Learn the meaning and causes of '(not set)' appearing in your reports
Understand why discrepancies in numbers may appear - for example, Visits vs
Entrances, Unique Visitors vs Visits in Custom Reports
Understand the campaign Attribution Model, rules that determine how credit for sales and conversions is assigned to touchpoints in Conversion Paths
Understanding different kinds of traffic sources and how to identify quality traffic and drivers of revenue and conversions
Determine the origin of self-referrals and solutions to remove them from your reports
How to analyse cost data with Attribution Modelling
Identify opportunities and prioritise your efforts to increase the number of quality organic visitors to your site
In-depth reporting for SEO including Geographic reports, Search Query reports, Landing Page reports etc..
The benefits of auto-tagging and how to verify if auto-tagging for Google AdWords will work with your website
Importing data from an AdWords account into an Analytics account and importing Analytics Goals and Transactions into AdWords
Optimise performance by targeting more profitable locations and parts of the day, improving the performance of your landing pages, leveraging Site Search etc...
How Google Analytics calculates Views, Sessions and Segments
Understand the Length of Visit Report and how Time on Page and Time on Site are calculated
Configuring segmented reports for New vs Returning Visitors, Pageview vs Unique Pageviews...
Learn the meaning and causes of '(not set)' appearing in your reports
Understand why discrepancies in numbers may appear - for example, Visits vs
Entrances, Unique Visitors vs Visits in Custom Reports
Understand the campaign Attribution Model, rules that determine how credit for sales and conversions is assigned to touchpoints in Conversion Paths
Understanding different kinds of traffic sources and how to identify quality traffic and drivers of revenue and conversions
Determine the origin of self-referrals and solutions to remove them from your reports
How to analyse cost data with Attribution Modelling
Identify opportunities and prioritise your efforts to increase the number of quality organic visitors to your site
In-depth reporting for SEO including Geographic reports, Search Query reports, Landing Page reports etc..
The benefits of auto-tagging and how to verify if auto-tagging for Google AdWords will work with your website
Importing data from an AdWords account into an Analytics account and importing Analytics Goals and Transactions into AdWords
Optimise performance by targeting more profitable locations and parts of the day, improving the performance of your landing pages, leveraging Site Search etc...
How to use Analytics Intelligence to learn about your data
How to customise your report and add and remove cards
How to View additional insights about your card reports
How to analyse your Real time reports
Steps to customise your Acquisition Reports
Steps to customise your Engagement Reports
Steps to customise your Monetisation Reports
How to use Analytics Intelligence to learn about your data
How to customise your report and add and remove cards
How to View additional insights about your card reports
What will I learn?
Here is everything that will be covered during the two-day Google Analytics Masterclass:
Introduction to Google Analytics and its functionalities
Understanding account structure and data management
Configuring tracking code and custom settings
Best practices for data analysis and report generation
Creating and using dashboards, alerts, and annotations
Setting up GA4 properties and data streams
Understanding dimensions and metrics for effective reporting
Analysing traffic sources and optimizing website performance
In-depth reporting techniques, including acquisition, engagement, and monetization reports
Tutors
Mike Ncube
With over 13 years of experience in search engine optimisation, Mike is a digital marketing expert. As a Google Partner who’s worked with a huge range of businesses, he knows how to get the most from your SEO strategy.
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