Phase- I

Web Analytics Fundamentals

• History of web analytics
• How web analytics software works
  • Log based software
  • Page Tagging Based Software
• How web analytics software works
• Off-Site & On-Site Analytics

Data Collection Approaches

• User-Centric
• Website-Centric
• Network-Centric
• Web Analytics Tools on in the Market

KPIs & KAIs

• Predefined KPIs
• How to define KPIs
• New Approach of KAIs

Introduction to Google Analytics

• what Google Analytics can do for your business or website
• how Google Analytics works
• how often your data is updated and how Google stores it
• how to set your Data Sharing preferences
• how to set date ranges and comparison date ranges
• how to graph data by day, week, and month
• how to compare multiple metrics on graphs
• about the user interface options for exporting data
• how to email reports to others
• how to navigate between report detail levels
• how to use the report views
• how to quickly segment and sort data in reports
• best practices for analyzing data
• how to analyze data trends
• how to use the data visualizations in Google Analytics
• where to find Pageviews, Visits, and Visitors metrics
• how Pageviews, Visits, and Visitors are calculated
• the difference between Pageviews and Unique Pageviews
• the difference between Absolute Unique Visitors and New vs. Returning Visitors
• how Time on Page and Time on Site are calculated
• how Avg. Time on Page and Avg. Time on Site are calculated
• about the Length of Visit report
• about the different kinds of traffic sources
• how to identify quality traffic
• how to identify revenue and conversion drivers
• what kinds of information to look for in keyword reports
• how campaign attribution works in Google Analytics
• how to use and interpret the Top Content, Content by Title, and Content Drilldown reports
• how to use the Top Landing Pages report
• how to use and interpret the Navigation Summary report
• how to use and interpret the Entrance Paths report

Phase-II

Google Analytics Fundamentals

• Profiles in Google Analytics
  • how to create, manage, and delete accounts
  • best practices for managing accounts
  • when to create profiles
  • how to create, manage, and delete profiles
• Campaign Tracking and Adwords Integration
  • how to track campaigns using tagged links
  • how to track AdWords campaigns
  • when to use autotagging and how it works
  • how to enable autotagging
  • where to find AdWords data in your reports
  • the expected kinds of data discrepancies between AdWords and Analytics data
  • when and how to manually tag URLs
  • how to use the URL Builder
  • best practices for tagging links
• Analysis Focus: Adwords
  • how to use the Clicks tab metrics in AdWords reports
  • how to analyze the effect of search result position on performance
  • how to track audio and TV campaigns in AdWords
  • how to track ad performance
• Goals in Google Analytics
  • the purpose of using goals, goal values, and funnels
  • when to use each Goal URL Match Type
  • how to assign meaningful values to goals
  • how goal conversions differ from transactions
  • how filters can affect goals
  • where to find goal and funnel information in reports
  • Funnel Visualization : how to use and interpret the Funnel Visualization report
• Google Analytics Filters
  • when to apply filters in Google Analytics
  • how filters act on data
  • how to create custom filters
  • the differences between the different kinds of filters (i.e. exclude, include, etc)
  • how to filter Google AdWords traffic
  • how to use filters and profiles together to track certain kinds of traffic
  • best practices for using filters
• Regular Expressions and Google Analytics
  • when to use regular expressions in Google Analytics
  • how to use the most common metacharacters: dot, backslash, etc.
  • some examples of common regular expressions in Google Analytics
• Cookies and Google Analytics
  • how Google Analytics uses cookies
  • the differences between persistent and temporary cookies
  • the differences between first party and third party cookies
  • the names of the Google Analytics cookies and the information they track
• E-Commerce Tracking
  • where to find ecommerce metrics in reports
  • how to enable and track ecommerce
• Revenue Metrics
  • the differences between goal value and e-commerce revenue
  • how $Index is calculated and how to use it
• Tracking Domains and SubDomains
  • when to track across domains using the _link() method
  • when to track across domains using the _linkByPost() method
  • how to track across subdomains
  • best practices for tracking across subdomains
  • how to track across multiple domains with subdomains

Phase –III

• Custom Reporting : how to create, save, and edit a custom report
• Advanced Segmentation
  • how Advanced Segments differ from filtered profiles
  • to apply an Advanced Segment to your reports
  • how to create and modify an Advanced Segment
• Motion Charts
  • how to read Motion Charts
  • how to create and save a Motion Chart
• Internal Site Search
  • how to set up internal site search
  • why internal site search is important
  • how to find site search information in your reports
  • how to interpret the Site Search Usage, Terms, Start Pages, and Destination Pages reports
  • how to use Search Refinement and Search Navigation options with the Search Terms report
  • how to set up and analyze Site Search Categories
  • how to find Site Search Trending
  • how Site Search metrics differ from the metrics in other reports
• Event Tracking and Virtual Pageviews
  • when to use virtual pageviews versus event tracking
  • how to generate a virtual pageview
  • how to track an event using _trackEvent()
  • the relationship between Categories, Actions, Labels, and Values
  • the difference between Total Events and Unique Events
  • best practices for setting up Event Tracking
• Custom Visitor Segment Variable
  • how to use and set the User Defined variable
  • the best practices for using User Defined
  • how to view User Defined values in reports
  • how to change session timeout value
  • how to change campaign expiration
  • how to change campaign precedence
  • how to add a search engine
  • how to treat certain keywords as direct
  • how to treat certain referring sites as direct