Training .Courses

How to use Google Analytics to analyse and drive business performance

Starting Out | Edinburgh

How to use Google Analytics to analyse and drive business performance

Get to grips with using analytics to consistently improve performance.

Data should inform all aspects of your marketing campaign. Discover how Google Analytics can help you to create actionable insights and reports that will help you achieve your overall digital marketing strategy.

The course will help you gain a deeper understanding of Google Analytics as a platform, how to extrapolate your data, how to interpret key metrics and how they can help to increase the performance of your overall digital performance.

Our training will provide you with practical examples to ensure that you can put what you learn into practice.

All of our .Courses are guided by the people who are taking part, be sure to tell us all about yourself and your ideal objectives beforehand and we'll tailor your digital marketing session to you (and your fellow attendees) as much as possible.

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The Digital Co Training process

01. Choose your .Course

Once you've decided on the right training .Course, tell us a bit about you, your business and your objectives.

02. Test Yourself

Use our online skills test to hunt out the areas that need working on for you, your business and anyone else who's coming to your session.

03. Tailor-made Training

By listening to your needs and objectives and mixing in your skill test result, we'll build you a bespoke training session.

04. Post-training Aftercare

Back in the office and struggling to put ideas into action? Do not worry; we're still here to help you with any questions you may have.

What will my day look like?

Expect a step-by-step approach to create an understanding of how Google Analytics can be used...

... As a tool to measure and analyse marketing performance based on your business KPIs.


  • 1 Day Classroom Course
  • 9.30am – 4.30pm (Meals & snacks on us!)
  • No more than 20 participants
  • City Centre location – The Scotch Whisky Experience

An engaging, interactive session, based on a presentation and the use of a Google Analytics profile for practical examples. You'll also receive digital takeaways and leave with an understanding of Analytics and the ability to create actionable insights that can increase your overall marketing performance.

The group of up to 20 participants ensures you get the answers you are looking for and to spark great conversations without anyone getting lost in the crowd.

You’ll also get virtual access to the trainer if you have any questions after the session as well as everything you need to start applying your new knowledge in the real world.

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Should I take this course?

Junior Digital Marketers and Graduates

Add to your growing knowledge of digital marketing with a solid understanding of how analytics can guide successful campaign decisions. You'll learn how to use Google Analytics to help shape digital marketing strategies.

Senior Digital Marketers and Decision Makers

Whether you're responsible for shaping marketing and digital marketing strategy for your business or you're an individual channel owner who'd like a better understanding of how Google Analytics can help you increase current performance, this session will leave you clued in and raring to go.

Businesses needing an analytics strategy

By providing invaluable insights for all facets of digital marketing, a good analytics strategy offers huge benefits to businesses of all sizes. Ensure you and your team understand the use of Google Analytics to help shape digital marketing strategies for today's market.

How will I benefit?

You will walk out the door understanding:

  • That Google Analytics is more than just a simple tracking tool
  • The basic setup of Google Analytics to report your digital marketing performance
  • What success metrics you need in place to measure your performance
  • How to use Google Analytics for data-driven marketing decisions

You will be able to:

  • Create goals and dashboards to measure current marketing performance
  • Create reports that share your digital marketing performance
  • Generate actionable insights based on Google Analytics data
  • Allocate budget between digital marketing channels based on their performance

What you will learn

01.Google Analytics Set up & Best Practice

  • What is Google Analytics
  • Platform best practice & guidelines
  • Set Up
  • Access & Management
  • Filters
  • Validating Data
  • Which set up is required for my business and how can I ensure that what I see is correct?
  • Do I have an understanding of the different access levels as well as the ability to set up required filters to allow the data to be clean and therefore actionable?

02.Key metrics & dimensions & Existing Analytics Reports

  • Setting Objectives
  • Success metrics & dimensions
  • Understanding reports
  • Identifying insights
  • How are these metrics calculated and how can I use these to reach my business objectives?
  • Do I understand what metrics I should expect and when metrics will require additional attention using the existing Analytics reports?

03.Setting up Goals & Custom reports to meet your business metrics

  • Creating goals
  • Creating & customising reports
  • Aligning with KPI’s
  • Do I understand the business goals?
  • Do I know how we are performing against them?
  • What are my key success metrics?

04.Tagging

  • How to use tagging
  • Measure performance of multiple channels
  • Identifying actionable outcomes
  • Incorporate emails & social campaigns
  • Do I know how to tag up my account Google Analytics?

05.Setting up a Google Analytics Dashboard

  • Create a dashboard
  • Visibility of KPIs
  • Do I have a dashboard in my GA account?
  • Does it tell me everything I need to know?
  • Do I understand how to dig past the dashboard?

Measure your marketing channels, create stronger campaigns and manage your budget, with the actionable insights GA can provide

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Jesper Harbers

Paid Search & GA Guru

A Dutch national who moved to the UK to pursue his digital marketing dreams, Jesper has spent the last six years fulfilling them.

Specialising in PPC and Google Analytics, he's used data to benefit a number of exciting brand clients like Blackcircles.com, BBC, Country Attire and Glenfiddich. Jesper is a whiz with GA, and is always happy to chat through the ins and outs of data.

Meet Jesper

Do not spend blindly, a perfectly honed analytics strategy will offer invaluable insights so you can target customers with confidence

Your venue

Where are we hosting you? The Scotch Whisky Experience Vaults, of course! A peaceful wee gem, overlooking the city, with state of the art tech and the perfect working vibe. There will be plenty of space for spreading out and delicious, Scottish meals and snacks to keep your creative fire stoked.

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